Many consulting firms believe they are highly specialised because of their domain expertise. A data and analytics consultancy, for example, may offer services such as data engineering, AI enablement, cloud migration, governance, reporting, architecture, and platform strategy.
That is certainly narrower than the positioning of a broad management consultancy. Yet many of these firms still struggle to attract the right clients. Their messaging fails to resonate, marketing campaigns underperform, and sales cycles become longer and more complex than necessary.
So does that mean specialisation is overrated? Not at all.
What we’ve found is that many consulting firms are technically specialised, but still sound like countless others in the market. And when prospects are presented with little more than a list of services, they often struggle to connect those services to the outcomes they actually need.
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