Boutique consulting leaders: Have you handed your marketing to a junior marketing exec and hoped the pipeline would fill itself?
Here is why that plan often stalls, plus a practical framework that keeps you in the driver’s seat.
❌ Why Activity Doesn’t Translate into Results
1. Content without a point of view
Your marketing team may be creating posts, webinars, and newsletters, but without a clearly defined point of view or positioning they blend into the LinkedIn background.
2. Publishing alone is not distribution
Real reach comes from repurposing, targeted outreach, collaboration, and community engagement. Those skills are rarely found in entry‑level hires.
3. Leads go unconverted
Someone likes a post or attends a webinar. The objective isn’t to chase every click, but to recognise genuine engagement and start a value‑led dialogue – something the founder, as the domain expert, can do far better than a junior hire.
👉 Hidden red flags
🚩 Often, there’s no documented ICP, offer, or narrative, so the junior hire works in the dark.
🚩 Success is measured in activity metrics (two posts a week) rather than business outcomes (qualified meetings).
🚩 Expecting a junior to design strategy or engage prospects sets everyone up for disappointment.
🚩 Many founders believe starting relationships can be outsourced, but trust in consulting is tied to their own expertise.
🌟 A Healthier Model
✅ Strategic foundation (your role)
– Define positioning, narrative, and ideal‑client profile.
– Choose priority channels and campaign goals.
– Create simple playbooks for content, engagement and prospecting.
✅ Execution (assistant’s role)
– Produce and schedule content that follows the playbook.
– Repurpose material, engage in comments, and flag hot interactions.
– Maintain the CRM and prepare follow‑up lists.
✅ Conversion (shared role)
– Assistant surfaces engaged prospects.
– Founder initiates genuine conversations, offers insights, and books meetings.
– Progress is tracked against pipeline targets, not post counts.
⭐ Key takeaway
A junior marketer can extend your reach, but only if you supply the map and stay involved in conversations that convert attention into revenue. Craft the strategy, empower the assistant with clear processes, then show up where your expertise is needed most.
Where do you see the biggest gap right now – strategy, distribution, or follow‑up? Let me know in the comments and we can compare notes.
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Ready to add $100k-$500k revenue to your consulting business in 12 months or less without burning out? Schedule a call and let me show you how.
