Blog Post

Not all marketing consultants are created equal. And choosing the wrong one? That can cost you time, budget, and momentum you don’t want to lose.

Whether you’re scaling, repositioning, or just ready for a strategy that makes sense again, a consultant can be a smart move—but only if you choose someone who aligns with your business, not just their own buzzwords.

This guide walks you through how to evaluate, vet, and ultimately choose the right consultant to support your growth—not slow it down.

• The core traits of an effective marketing consultant
  
• What questions to ask during the vetting process
  
• Red flags to avoid
  
• What to match based on your growth stage and needs
  
• How to get the most value from your consultant once hired

Before you start comparing portfolios, get clear on why you need a consultant.

Common use cases I see:

• Strategy isn’t aligned with business goals
  
• Campaigns are active but not delivering ROI
  
• Marketing team lacks senior direction or focus
  
• You’re entering a new market, launching a product, or repositioning
  
• You’ve run an audit and need help translating it into action
  

If you’re still guessing, these common signs your business needs a consultation will help you decide.

Here’s what I’d look for if I were hiring one:

Great consultants connect your marketing with business goals. They don’t just recommend new tools or run ad campaigns—they step back and ask: Does this strategy make sense for your stage, budget, and goals?

They’ll help you:

• Define the right KPIs
  
• Prioritize channels based on ROI, not trendiness
  
• Align internal teams on shared objectives

Consultants don’t need to be industry experts—but they should understand your business model.

For example:

• B2B SaaS companies need very different strategies than eCommerce brands
  
• Startups need scrappy, scalable direction
  
• Established teams often need help reducing complexity and tightening execution
  

Ask: Have they worked with businesses like mine, at a similar growth stage?

A good consultant will tell you what you need to hear—even if it’s not what you want to hear.

They won’t just validate your current plan. They’ll challenge assumptions, flag risks, and push for clarity.

If someone agrees with everything you say in the first meeting, that’s not alignment—it’s avoidance.

Look for consultants who have a process—whether that’s:

• A discovery session followed by a roadmap
  
• A full audit followed by a strategy consultation
  
• Ongoing advisory based on execution cycles
  

If they can’t clearly explain how they work, what they deliver, or what you’ll walk away with, keep moving.

You can see how my process works here.

Smart thinking means nothing if it doesn’t lead to action.

Make sure your consultant:

• Offers more than just decks and frameworks
  
• Tailors strategy to your current team’s capacity
  
• Provides direction that can be executed—even if it’s lean
  

This is especially important if you’re not hiring them for implementation. You need ideas your internal team can actually use.

Key Questions to Ask Before Hiring a Consultant

• What kind of businesses do you usually work with?
  
• Can you share an example of how you helped a brand grow or pivot?
  
• What does your consultation or audit process look like?
  
• How do you measure success in your engagements?
  
• How do you ensure your recommendations are tailored to our stage/team/resources?
  
• Do you offer one-time sessions, ongoing advisory, or both?
  

The answers will tell you if they have the experience, structure, and mindset to support your goals—not just sell you a service.

• They lead with tools, not strategy. If their first question is about your ad budget—not your business model—that’s a concern.
  
• They promise overnight growth. Transformation takes time. Avoid anyone who skips the planning.
  
• They’re more focused on deliverables than outcomes. Fancy decks don’t fix underperforming funnels.
  
• They don’t challenge your assumptions. Good consultants push you to think—not just nod along.
  
• They sell before they listen. If you’re being pitched a solution before your problem is clear, move on.

Here’s how I help businesses match their needs to the right type of consulting support:

If you’re stuck between options, let’s connect. I’ll point you in the right direction—even if I’m not it.

Hiring the right person is step one. Here’s how to get the full ROI from the engagement:

• Be transparent. Share what’s working, what’s not, and what’s political.
  
• Clarify goals early. Set expectations for outcomes, not just tasks.
  
• Include key stakeholders. Get alignment from decision-makers upfront.
  
• Stay open to challenge. Consultants aren’t there to rubber-stamp your roadmap.
  
• Act on insights. Strategy is only valuable when it’s used.
  

You’re not hiring a magician. You’re hiring a partner to sharpen decisions and accelerate progress.

Choosing the right marketing consultant is less about resumes—and more about relevance.

Find someone who understands where you are, where you want to go, and how to build a plan that fits the in-between. The right consultant won’t just solve today’s issue. They’ll set you up for smarter growth tomorrow.

And if you’re at that point where the team’s busy but direction feels unclear, you don’t need more tools. You need the right guidance.

Let’s start there.