Over the past few years, rapidly developing technologies have changed the way marketers think about marketing and marketing communications strategies, plans and tactics. However, somewhat quietly but perhaps more importantly, a significant change has occurred with the world’s largest communications agencies – the dramatic growth of consulting companies at the expense of traditional advertising agencies.Management and accounting consulting companies with new services are now ranking sixth through tenth among the world’s biggest communications companies. The specialized divisions of Accenture Interactive, PwC Digital Services, Deloitte Digital, Cognizant Interactive and IBMix had total global revenue of over $20 billion in 2017, with an eye-popping 32 percent growth in US revenue versus a year ago.While traditional advertising industry giants WPP, Omnicom, Publicis, Interpublic and Dentsu are ranked as the top five, with global revenue of nearly $62 billion, US revenue barely increased at 0.3 percent (Advertising Age).Why is this change happening and what can small and midsized marketers learn from it?Consulting Companies Focus On ROIThere are many reasons for the growth of consulting companies – in B2B, B2C and nonprofit marketing and marketing communications areas – but the top reasons are:
Consulting companies already have deep ties, experience and credibility helping organizations improve their profitability, because of a sharp focus on ROI;

Their existing familiarity with digital technologies, along with the financial resources to acquire specialized digital companies for expansion;

Maintaining a data-based strategy with clients and prospects – not creative alone – which means they are focused on understanding customer wants and needs, as well as customer experiences at all pre- and post- customer purchase points;

A focus on marketing and marketing communications effectiveness and not just efficiency, resulting in a very big difference to a brand’s profitability.
In short, a history and vision of focusing on and improving a brand’s profitability and its ROI. Keeping an eye on the bottom line – cost per customer, not just media cpm efficiency.ROI Focused Marketing And Marketing Communications ConsultantsAs a small of midsized marketer, what can be learned from this dramatic shift of larger marketers? With only a small (sometimes inexperienced) staff, limited financial resources and time constraints, what should be considered?Start with established marketing and marketing communications consultants who are clearly focused on a brand’s profitability and ROI, and not just “likes” or “clicks”. They should have significant experience across industries and brands, both for profit and nonprofit, and have a broad understanding of customer, prospect (and employee) motivations to purchase and repurchase, regardless of the business environment.But, above all, they must be media neutral and not selling “one size fits all” solutions. As Tom Bradley, former head of marketing at Nestle said, “The best source of marketing communications leverage is the quality of the message… not the media vehicle, new or traditional, that does or does not deliver.” And that also means you must be sure that your consultants have the ability to cultivate and manage the creative process.Selecting A ConsultantUnsure of how to select a consultant, much less what type of professional to look for? If your business is floundering and in serious need of overall repair, along with financing, you probably would be better served by either a management or accounting consultant.If, however, your primary need is to establish or improve a weak marketing or marketing communications program for the short and long term your selection should be apparent. You should be looking for rigorous and objective counsel on the entire scope of traditional marketing and marketing communications opportunities available to you (traditional vs. new media; conventional vs. digital; etc.).Beyond the qualities of the consultants previously mentioned, be sure to look for:
Someone who is disciplined, apolitical, down to earth, and willing to be part of your team; consultants who will promote candor across all levels, who will listen and explain what needs to be done to everyone’s satisfaction; teaching, not lecturing, is very important’;

Professionals with the ability to develop successful strategies, plans and executions with your team or, if necessary, who can provide outside specialists to improve part or all of the program;

People who have strong convictions to use research and measure not only what has been done but also what is proposed to be done; measurement is key to evaluating success or the need to modify a plan;

A flexible organization that can bring in marketing and marketing communications specialists when and as needed so that overhead isn’t an on-going expense.
Most small and midsized companies find themselves with not enough time, skill or financial resources to develop and execute a profitable marketing and marketing communications program. These challenges are growing exponentially, and consultants can be of great value in navigating this complex environment and adding value to your brand.Hopefully, these ideas will give you food for thought, but as Mark Twain said, “The secret of getting ahead is getting started.”

Technology oriented careers have been making a comeback. Accordingly, talented technology managers are necessary in every area of the field – from Web design and development, to database-driven e-commerce, to software engineering, to technical service and support. Technology positions, from programmer to CIO, are also critically important in organizations from all industries, including manufacturing, healthcare, education, government and service firms. Technology professionals often seek career advancement but need the leadership skills necessary to advance their careers. In response to these industry demands, adult-learning and distance learning schools now offer technology degrees at the bachelor’s and master’s degree levels, often in accelerated formats.However, other necessary characteristics of successful technology managers cannot be found on a silicon microchip or in a line of CSS markup code. Some of these characteristics include a talent for leadership; the ability to communicate ideas and directions, and the ability to motivate and mentor staff. These skills are not taught in all technology curricula of the 21st century. However, some information technology and computer science academic curriculum designers are beginning to recognize the importance of teaching soft skills in the classroom. Accordingly, some programs of study now emphasize specialized leadership training for would-be technology managers.The United States Bureau of Labor Statistics (BLS) states that computer and information systems professionals typically require advanced-level training (namely, a master’s degree) in order to be considered for leadership positions in technology. The BLS also points to the need for technology job applicants to have diverse experience in technology systems and applications. This experience will allow them to lead staff who work in different departments and who have different types of technology skills. An additional benefit to pursuing training for technology management careers is the bright future outlook of this field. These careers are expected to grow 16 percent through the year 2016.Technology leadership training programs at the master’s degree level will typically have two or three core academic components. The first core component, obviously, is technology. Students who pursue this type of master’s degree typically begin the program with knowledge of at least one higher-level programming language; and are comfortable with database management or development, as well as computer networking systems administration. The master’s in leadership and information technology course of study will build on students’ foundations in information science and systems, enabling students to approach these disciplines from a leadership and management perspective.Students will learn to lead employees as well as communicate with all levels of the organization and customers.In CIO Magazine’s 2007 State of the CIO survey of more than 500 IT professionals, the three skills “most pivotal for success in your role” were: the ability to communicate effectively, strategic thinking and planning, and ability to lead/motivate staff. In other words, leadership skills. The primary characteristics that all technology managers must have are leadership skills. These attributes enable technology leaders to motivate staff; to direct projects or business activities in a way that maximizes profits, and to ensure that staff on hand are competent and contribute to strong worker retention. According to career advice site Monster.com, the best managers and leaders in technology are those men and women who are directly involved in project management and task delegation, rather than those who give orders from afar.In the tech industry, there exists a decades-old stereotype about the social inclinations of technology workers. Unfairly or not, they have been historically pegged as lacking in leadership skills and strong communication abilities. Industry efforts to disassemble this stereotype is one primary reason why students interested in technology management are able to enroll in master’s-level programs of study that combine technology skills with interpersonal and leadership skills.The other reason more and more master’s-level technology programs of study focus on business and leadership skills is because technology manager careers have become more specialized and decisions-driven. Managers in tech fields must be able to assess the technology systems in place at their companies, and make system implementation and upgrade decisions that will be positive for their employees and clients. Technology must support and align with organizational goals. Making the right technology decisions requires developed leadership skills, strong soft skills, and polished business acumen.As technology continues to change and develop rapidly, technology leadership master’s degree programs will continue to develop targeted curricula, integrating technology with the business world to produce strong leaders.