Consultancy for Marketers

Overview

An advanced course for experienced marketers and other professionals, working at a strategic or management level who are considering pivoting their career into consultancy. This course is designed for those looking to underpin their consultancy approach with a robust framework for managing consultancy assignments. It will equip delegates with practical and progressive skills, including establishing new client relationships based upon sustainable consultancy propositions, positioning a new consultancy for a contemporary environment and managing successful project outcomes.

Delegates will explore approaches for tackling real world, contemporary challenges, with opportunities to practice identifying and responding to client business issues. The course will also provide guidance on positioning and differentiating a consultancy brand in a competitive market. It will seek to unlock the advantage professional marketers can bring to consultancy, as they leverage their strategic experience, customer and brand insights and holistic business perspective.

Who should attend?

This is a course for experienced marketers, currently operating at strategic or management level who are looking to move into a consultancy role, either within their existing organisation, an established consultancy or in a new, independent consultancy start-up.

The examples, themes and principles explored will ensure this course is relevant and applicable to delegates from any size or maturity of organisation in any category.

Learning outcomes

Day 1 – The consultant

• Understanding the consultancy landscape
• Understanding the consultancy business process
• Analysing the consultancy skill set and resources
• Critically assess the components of a sustainable and viable consultancy proposition
• How to build and leverage your network for new and existing business
• Understanding how to establish a differentiated consultancy proposition and brand
• Understand strategic audit tools for assessing new clients and opportunities
• How to approach evaluating and presenting business solutions to clients
• Understanding how to manage on-going client relationships
• Building a professional service brand (including personal brand development for individual consultants)

Day 2 – The client

• Develop a clear business solution in response to the client brief
• How to identify, analyse and articulate client needs
• Assess the environmental factors of the proposition
• Develop insights to which factors could represent barriers to change
• Evaluate the capacity and capability for change within the client organisation
• How to consider brand benefits aligned to client needs analysis
• How to approach facilitating change in response to client requirements
• Managing implementation using effective project management techniques