Marketing Strategy, Marketing Tips

Marketing Review: the Importance of an Outsider’s Perspective to Overcome the Internal Bias

When it comes to a marketing review, who knows your business better than you? “No-one” is the likely answer.  So why do some businesses opt to bring in external consultants to advise on areas such as marketing?  Surely the knowledge to all of the answers is already within the business?

Internal bias explained

So what happens is that whenever decisions are made on behalf of the business, they are done so with an internal bias filter.  You see the impact various decisions can have on different areas of your business from time efficiency, staff resource, profitability and ease of implementation, and naturally this influences your actions.

Too often throughout my career I have seen business owners make decisions based on what would make their life easier, as opposed to what makes the customer life better.  The trouble is that doesn’t take long for internal staff to also apply that same internal bias filter, after all it is subconsciously drummed into them by the actions and decision of their boss, without even realising it.

Why the external perspective is so important

Where an external consultant has an advantage is that the don’t arrive at the business with any political agenda, they are not looking to please.  They don’t have an historical baggage which could influence decisions or actions.  They can look at the reality of the situation and impartially recommend the best course of action for the business.

It is also much easier for an external consultant to challenge the thinking of the business.  Typically a business only has limited experience of what has happened from that business’s perspective.  An external person can draw upon a much wider range of situations and experiences across a range of different industries.

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Ian Kirk

Founder at Opportunity Marketing

Ian is the founder of Opportunity Marketing marketing, with over 18 years of experience in successfully setting up marketing departments, creating marketing strategies and implementing these strategies across a wide number of SME companies in both the B2B and B2C sectors through a variety of channels.

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