Managing Expectations When You Bring in a Marketing Consultant
In my last column, I talked about staffing the marketing department and deciding whether you need to “rent or buy”. Almost any marketing function can be outsourced if attention is paid to maintaining relationships, but being clear about expectations is important from the outset.
The first step in getting the most out of a marketing consultant or agency is to be clear about why you’re hiring them. Law firms usually bring in outside marketing help for one of four reasons:
- Something needs to be done, but you’re not sure what
- You know what needs to be done, but you don’t


