Marketing Advisory

What is a marketing advisor?

In order to explain what marketing advisory is, we will first explain what an advisor is.
An advisor is a professional external to the business who advises decision-makers on how to act and achieve their goals and objectives.
An advisor does not operate anything, and their sole role is to examine how the company's teams carry this out in accordance with their recommendations as agreed with the decision-makers.
An advisor carries great responsibility and is required to have several fundamental qualities:

1. Earning the trust of the decision-makers
2. The ability to build personal rapport with the decision-makers and the other parties in the organization
3. Theoretical knowledge of the sector in which they advise
4. Practical experience from similar businesses
5. The analytical ability to prepare diagnostic reports and work plans and to draw conclusions
6. Availability to address problems arising in the implementation of the work plans
7. The ability to scope their work within a given timeframe and a budget suited to the business
8. Flexibility in working with additional advisory parties who may be integrated into the advisory project

Any involvement in the actual execution of the tasks and objectives disqualifies their work "as an advisor" and turns them into an employee or a service contractor.

What is marketing advisory

Marketing advisory is integrated with strategic marketing advisory.
The difference lies in the extent of the advisory.
While strategy is intended for setting an overall business strategy across marketing, operations, finance and the like, marketing advisory focuses on the marketing field, which is divided into short-term promotion including sales, products and services, sales personnel, together with the relatively long-term marketing strategy path within the framework of the project.
A marketing advisor is meant to streamline the path to achieving marketing goals and objectives, in order to bring products and services to market in the shortest possible time and in the most efficient and economical manner. 
A strategic advisor examines all of the systems, including the marketing one.
In light of this, a marketing advisor deals with an important and central area of the business but does not touch the operational-logistical array, financial advisory and additional areas insofar as there is a mutual influence between the areas addressed by the strategic advisor.

Under what circumstances is a marketing advisor needed

A marketing advisor is meant to achieve goals and objectives relatively efficiently and thereby ultimately reduce costs, or in other words, achieve a more efficient and shorter time to market.
Instead of the business's decision-makers attempting it themselves through trial and error, the marketing advisor is meant to chart a course based on their extensive experience from other businesses and on their theoretical knowledge.
From the above it can be concluded that not every task is suited to a marketing advisor, but when a business faces unique, weighty goals and objectives, the importance of hiring a marketing advisor rises.

How to choose a marketing advisor

The advisor's familiarity with the sector in which the business operates is an important matter.
Although each case is considered on its own merits, it is preferable to hire the services of a marketing advisor who has already advised several companies in the field, or who has access to theoretical information and knowledge regarding what is required in the sector in which the business operates.
The matter of personal compatibility with the business's managers is also important, and it is advisable to choose an advisor who, on one hand, is comfortable to communicate with, and on the other hand, meets the prerequisites of practical knowledge and information.

What to present to the marketing advisor

For the advisor, tasks and objectives must be defined and scoped in time as an initial basis for discussion with them.
Still, the advisor should be allowed to express their opinion on how they believe it is advisable to act in the marketing field to achieve the business's tasks and objectives.
It is entirely possible that the advisor will set different tasks and objectives based on their experience and their knowledge of how to achieve them efficiently and in the shortest possible time.
After this discussion, which naturally involves advisory costs, the advisor is required to present the business owners with their conclusions and, in their opinion, the correct course of action.
In any case, the diagnostic stage must not be skipped, even if matters appear very clear at first glance.

What are the costs of marketing advisory

As written, the tasks and objectives must be presented to the advisor, and they must submit their conclusions following a diagnostic report in an orderly document.
The diagnostic report has costs as a function of the work hours invested in it, which depend on the complexity of the project. 
Afterwards, ongoing advisory and work plans to achieve the tasks and objectives, the costs involved in the advisory, and additional required costs such as personnel, additional products and services, sales promotion advertising, communications, digital marketing, and so on.
All the costs should be taken into account by an economic advisor who will examine the economic viability of the investment.
A special bonus for achieving goals and objectives can be agreed upon with the advisor, although this is not particularly recommended, since it undermines objectivity, even though from the business's standpoint it can save on costs.
In a case where the marketing advisor is part of the business's operational array, they cease to be an advisor and become a service contractor.

Digital marketing companies – advisors or contractors?

There are many companies that promise a place of honor on the various internet search engines and reaching customers through digital marketing.
Their costs are fairly fixed and known, but the ability to achieve results in some sectors is quite difficult.
In light of the fact that this marketing field is highly sought after in our digital world, these companies allow themselves to set relatively high prices without any specific commitment for the services, since their work is operational and is not considered pure advisory work. It would have been considered advisory work if, instead of services, the decision-makers or the relevant parties received advice on how to carry it out using the means available within the business.
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Marketing advisory - why with us?

Envirogreen serves as a strategic and economic marketing advisor for businesses.
Our work is not related to the marketing field alone, in which we have expert staff, but to all of the operational and financial systems in the business, thereby enabling the business to examine every action and its economic viability, the payback period of the investment in marketing, and the return that will be obtained from it.
This advantage is significant, since not every marketing move, however good, enables a business to be profitable, and at times increasing sales does not mean growth in the bottom line.