BlogDigital MarketingMarketing Coach vs. Marketing Consultant

Marketing Coach vs. Marketing Consultant

We all need a helping hand with our marketing strategies, and there’s nothing wrong with asking for some assistance. But should you get help from a marketing coach or a marketing consultant?

A coach and a consultant are both professionals who provide guidance and support to people and businesses, but there are some key differences between the two roles. It’s worth noting that these roles can sometimes overlap, and some may offer both coaching and consulting services depending on the needs of their clients. The distinction between the two can vary based on individual approaches, methodologies, and specific contexts.


Functions of a Marketing Coach

  1. Teaching role: A marketing coach primarily acts as a teacher, guiding and educating you on marketing strategies.
  2. Strategy development: The coach helps you develop a customised marketing strategy based on your business style and individual needs.
  3. Training: The coach may conduct training sessions with your marketing team or managers to teach them how to execute the marketing strategy effectively.
  4. Self-execution: Once the marketing plan is in place, you are responsible for executing it yourself. The coach provides guidance and support throughout the process.

Functions of a Marketing Consultant

  1. Implementation role: A marketing consultant takes on the majority of the marketing work and executes the tasks himself/herself.
  2. Long-term engagement: Consultants often have an extended engagement with your business, working closely for a significant period.
  3. Hands-on execution: The consultant performs various marketing activities such as purchasing ad space, building websites, or executing other marketing tactics.
  4. Limited involvement: While you can provide input and collaborate with the consultant, you do not have to take on much of the actual marketing work yourself.

In summary, a marketing coach focuses on teaching, guiding, and developing your marketing strategy while expecting you to execute the plan. A marketing consultant, on the other hand, takes a more hands-on role, executing the marketing tasks and providing expertise and services to support your marketing efforts.

Should you use a marketing coach or a marketing consultant?

The choice between a marketing coach and a marketing consultant depends on your specific needs and the nature of your business. If you are a small business owner or a small team seeking guidance and expertise, a marketing coach can be a valuable choice. A coach can provide advisory support, act as a sounding board for ideas, and help you make informed decisions. They are focused on assisting you in executing your marketing plan and achieving your goals.

On the other hand, if you have a larger business with multiple departments involved in decision-making, a marketing consultant may be more suitable. Consultants excel at providing strategic advice and direction, particularly in terms of financial targets. They are adept at developing marketing strategies and can work effectively with your existing marketing team to implement their recommendations.

Ultimately, the choice between a marketing coach and a marketing consultant depends on the size of your business, the level of involvement you desire, and the specific outcomes you seek. Consider your needs, resources, and goals to determine whether you require the ongoing guidance and collaborative approach of a coach or the specialised expertise and implementation support of a consultant.

Lisa Bourke is a digital marketing strategist with a passion for helping brands develop pathways for success online.

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