Sales and marketing consultant consultancy audit

So what’s the point of bringing in a sales and marketing consultancy?

Sales and Marketing Consultancy?


Having been brought in as a Sales and Marketing Consultant back in December 2015. I undertook just such a review.

The company was a really exciting SME with some pretty zippy products. Initial impressions looked good.   But having spent 24 hours analyzing sales process, forecasts, sales messages, and positioning etc. this is what I discovered in my Sales and Marketing review:

1. The company was not explicit about its value

2. It was unable to demonstrate economic and associated value with empirical data

3. There were no reference-able use cases to anchor to, for both the vendor and consumer

4. They were pitching either the right message to the wrong buyer or the wrong message to the right buyer

Whilst the 2016 plan was well presented and comprehensive, it lacked the substance that matters to both the business and its consumers. Let’s face it, the bottom line is:

“We need to be compelling and investable at pace”

To compound this, there appears to be no recognisable sales onboarding or induction plan/programme anchored to ramp/quotas. This was exacerbated further by a gap in the knowledge/understanding of what the vital message and positioning ought to be, especially to put the sales department into a winning position.  This is not a crisis. The situation could actually be turned around quite easily by implementing, and using a recognised sales tool-kit. Clearer message and positioning around the value proposition aimed at the right buyer will impact dramatically. Just these changes will expedite results and accelerate learning.  The crisis comes when you don’t bring someone in to spot the need for tweaks and changes early enough. This is where sales and marketing consultancy can offer massive benefits.

Bringing in a new breed of Consultant can offer a completely different perspective.

Although some of this might be very painful to hear for any startup or SME, it is necessary.  Bringing in a new breed of Consultant can offer a completely different perspective. They can give you both granular examination and a broader picture of business. Sometimes an unrelated experience will shed new insights into a company’s modus operandi and change everything. We cannot be specialists in everything. Each one of us needs an expert in varying fields. Therefore bringing in sales and marketing consultancy is not an admission of failure. Actually, it’s a statement of intent.

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