Millennium Marketing Research®

Tom Schori DBA Millennium Marketing Research®, 808 Ironwood, Normal IL 61761, 309-532-8466

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Avoid pitting 'outside experts' against 'inside experts.'

By Thomas R. Schori, Ph.D., and Michael L. Garee, Principals,  Millennium Marketing Research, 808 E. Ironwood, Normal, IL 61761-5239. Tel. 309-532-8466 -

Even in companies that have substantial depth and breadth in a wide range of skills, knowledge and expertise, it often becomes necessary, even wise, to enlist the skills, knowledge and expertise of "outside" experts. And, while this can substantially benefit the company, if one is not careful, it can also set the stage for pitting the "outside" experts against those from the "inside."

Having been on "both sides of the desk," i.e., on the corporate "expert" side as well as the outside "expert" side, we’re fully aware (as perhaps you are, too) of how easily this situation can arise. We’re equally aware that it quickly becomes a "no-win" situation for everyone involved. Let’s look at an example of how such a situation might occur.

Suppose, as a member of your company’s marketing research staff, you have been charged with writing a statement on a "new way of doing business" that your company is considering. The resultant document will be used in conjunction with a telephone survey, so the statement must be both comprehensive and concise. To be sure, a somewhat tall order, but certainly within the capabilities of a good researcher who also is a reasonably good writer.

Suppose you meet the first criterion¾a good researcher¾but fall a little short on the second criterion¾a reasonably good writer. And, after several valiant attempts, your document still fails to receive the necessary "stamp of approval" from the committee charged with investigating this proposed new way of doing business. In the interest of getting the job done, and done to the complete satisfaction of the committee, you wisely decide to investigate some "outside" experts who specialize in creating such documents to be used in research projects.

Ostensibly, your course of action seems to be an eminently good business decision. After all, one certainly can’t be expected to be an "expert" in all things. And, without question, companies can indeed benefit from "outside" expertise from time to time. But, all of this said, there can also be potential hazards in bringing in help from the "outside." There is always the risk, for example, that management could adopt the position that the "inside" experts don’t quite measure up on the really important research projects. Of course, usually, nothing could be further from the truth!

Is this merely a "tempest in a teapot"? Not at all. It happens all the time in numerous companies.

Over the years, when we were on the corporate side of the desk, we rarely failed to avail ourselves of the services and expertise of outside marketing and research firms¾when it made sense to use them. And, many, many times it made abundantly good sense to use "outside" experts. (Now that we’re on the "other" side of the desk, our livelihood depends upon running across a number of corporate marketing and research experts who feel comfortable taking the same approach!)

Did we ever feel the "sting" of being somewhat less than favorably compared to "outside" experts? Sometimes, but not enough to detract us from continuing to seek the very best talent necessary to get the job done, whether that talent came from the "inside" or the "outside." And you shouldn’t let it distract you and your company, either.