The seven skills every CEO should look for when appointing a marketing consultant

Greenfield Marketing consultants
Greenfield Marketing Consultants

1 Strategy

2 Key objectives

3 Experience

4 Training

5 Creativity

6 Perspective

7 Innovation

1. Strategy

A strategy is something best created with the CEO's input. It should not be confused with marketing objectives or goals. The marketing strategy should describe how you will achieve the stated goal in a way which is consistent with the mission (The mission statement could be, “to serve customers with care and attention and always delivering the best innovation first”).

Example: If you have unique patent for a product of service your strategy could be to be first to market and this would require a range of tactics to achieve this including finance, head count, manufacturing scale, market research, sales, marketing etc. The strategy should include all these elements plus the research to support the plan.