For nearly twenty years, I have worked with diverse private companies to lead and support growth initiatives. Often the engagements began with an immediate need for a critical project and evolved into longer term, strategic initiatives. Regardless, there are fundamental principles that have made these engagements rich and productive. Reflecting on this, I see these as top priorities to consider when bringing in an outside advisor to work on new market development and business growth initiatives.
Trust: An advisor plays many roles – among to be your advocate and help manage many important internal and external relationships. You have to trust them on all fronts with your contacts, personal and company information to get the most out of the experience.
Understanding internal & external Eco-systems: It’s easy to lose track of relationships. A good advisor will help you reconnect with people that you should be in contact with for your initiatives.
Relationship Extension: For my long term clients, one of the best services I can provide is extension of my network for their benefit. Connections come from industry, education, social activities, and non-profit boards. Combining the best of my world with my clients has deepened our collaboration.
Minimize duplication of efforts: As an advisor, my goal is to expand your resources, so it’s important to have key roles defined with other team members and avoid duplication of efforts.
Employ actionable research & strategy: Use research, but use it strategically to move quickly into action, taking an “educated” path and testing things along the way.
Help coach your team: Maybe not so obvious, but there is an opportunity to pair up your outside advisors with your up and coming team members to help them better their skills and knowledge. For young team members that do not have the discipline of longer term planning or more experienced team members who have functional, but not cross disciplinary expertise, it’s a great opportunity to expand their horizons and give them a sounding board.
Using this approach, here are ways I can support you to grow SMART and BIG in 2016. These are BTB programs that are easily led and enhanced by outside expert support.

1. Value Proposition Testing: Don’t try to guess how your customers will react to your product launch; get their feedback early and first hand, in advance of the first sale or beta.
2. Partner Eco-System Design & Tune-up: Is the eco-system up to date and performing; are you actively engaged with your partners? Is this part of the growth strategy? It may be time for a review and realignment or consider a Partner Advisory Board.
3. VIP Relationship Management/Keep in Touch: Have you segmented top customers, partners, and influencers?  It may be time to touch base and create a program to reach out to them and regularly ask for their feedback.
4. Customer References & Case Studies: Have you created Case Studies & References for all your verticals & use cases? These are critical BTB tools for customer acquisition and many new formats are available. It may be time to take an inventory and start a Reference Program.
5. Industry Collaboration Programs: Here’s an innovative way to raise the bar on thought leadership and maximize your relationships and stand out in your industry. Read this Handy eBook to learn more!