How Are Consultancy Leaders Navigating Uncertain Waters?

In an industry as robust and competitive as consulting, what are the fundamental truths that leaders lean on for success? With several impactful market shifts over recent years, the industry is proving itself to be both resilient and adaptable.

This article dives deep into the insights from seasoned professionals in the consultancy sector. We’ll explore their views on challenges, opportunities, and strategies for sustainable growth. We’ll also reference Sonovate’s Consultancy Conundrum report to provide a broader, data-backed context for our discussion.

The Uncertainty Factor

Navigating uncertainty is often viewed as a hurdle. Yet, Marcia Marini, Non-Executive Director in the Board of several consultancies, sees it as an inherent aspect of the consultancy sector. According to Marini, “Uncertainty is the nature of the beast.” This makes tackling uncertainties a vital part of doing business, rather than an optional challenge.

So, what are these market challenges?

• Uncertainties: A sequence of unexpected events has emerged, leading to an uncertain market.
• Resilience: According to Marcia, consultancies must build resilient teams and culture if they aim to grow.
• Revenue Predictability: Revenue generation is impacted by various factors, making it hard to estimate annual figures accurately.

While Marcia considers these challenges as the backdrop against which businesses operate, our Consultancy Conundrum report identifies similar pain points.

Consultancies face a prolonged skills gap, narrowing avenues for funding, and increased competition to provide specialised services to discerning clients. In such an environment, firms are bound to face challenges in multiple sectors, from talent management to financial stability.

The market’s uncertain nature demands consultancies to adapt and develop resilient and sustainable strategies for long-term growth.

Based on Marcia’s insights and the Consultancy Conundrum report, it’s evident that the consultancy industry faces significant challenges. However, these challenges also offer consultancies the chance to grow and transform in unique ways.

Seeing a Crisis as an Opportunity

The concept that crises can be leveraged for gain is well-established. Marcia Marini refines this idea further, advising, “Never waste a good crisis.” In the consultancy sector, each crisis becomes a proving ground for adaptability and resilience. Such disruptions often trigger market realignments, paving the way for robust firms to seize new opportunities.

For instance, during a crisis, companies may reassess their strategies and, as a result, seek consultative advice. This creates an opening for consultancies to step in, provide value, and secure long-term relationships.

Growth During Uncertainty

Interestingly, the Consultancy Conundrum report projects a 13% growth in consulting activity for 2023. This might appear counterintuitive given the challenges we’ve discussed, but it aligns well with Marcia’s perspective on crises as fertile grounds for growth.

Consultancies that can adapt and provide specialised services have a prime opportunity to scale, even when the market seems unfriendly. But how can they do this effectively?

Marcia Marini’s advice manifests in what can be considered a “Resilience Blueprint”—a set of focused strategies designed to help consultancies weather uncertain times and capitalise on growth opportunities:

1. Adaptation: Quick adjustments to meet current market needs.
2. Innovation: Use the crisis as a pivot point to introduce new solutions.
3. Focus on Core Strengths: Streamline services and products to highlight what makes your consultancy unique.
4. Client Relations: Maintain robust client communication to navigate together through the crisis.

Consultancies aiming for sustainable growth would do well to listen to Marcia’s advice: use each crisis as an opportunity to strengthen resilience and refine their strategies. This way, even when the market throws curveballs, these consultancies will not just survive but thrive.

The Payment Predicament

What’s the bottleneck slowing down your consultancy’s growth? For Marcia Marini, the issue could be as straightforward as timely payments from big clients. Cash flow is the lifeblood of any business. For a consultancy to scale and prosper, payments need to come in on schedule.

When payments are delayed, it not only affects cash flow but also creates a ripple effect that hampers investment and growth. Most consultancies aim to grow, but without cash, growth is hindered.

Marcia Marini’s concern is not uncommon. Our Consultancy Conundrum report shows that:

• 38% of small consultancies have experienced delayed payments lasting over three months in the past year.
• 18% of consultancies have been unable to invest in business growth due to cash flow issues caused by clients’ late payments.

This issue is not isolated but rather a problem that affects the entire sector, highlighting the urgent need for solutions. Making sure that payments are received on time is not only important for financial reasons but also strategic ones, as it impacts a consultancy’s capacity to invest and expand.

The Digital Transformation Surge

Is digital transformation more than just a buzzword in consulting? According to Max Ryerson, the answer is a resounding yes.

In Ryerson’s experience, the push towards digital solutions has not just been a ‘band-aid requirement’ but a long-term shift that is driving demand and shaping the market. Consultancies are in a unique position to not just experience this shift but to guide it. Greater demand for digital transformation services means more competition. Large consultancies are dropping their prices to win work.

But here’s what’s intriguing: clients are beginning to realise that SMEs can often provide more value than the Big 4. Max’s observation resonates with our Consultancy Conundrum report, which reveals a surge in client demand for digital transformation services.

It’s clear that it’s no longer an option to ignore the surge in digital transformation in today’s technology-reliant market. By closely monitoring these shifts and understanding the competition, consultancies can position themselves for success in this growing area.

The Talent Dilemma

Addressing the talent gap remains a top priority for consultancies. What used to be a local shortage has eased somewhat, thanks to a global hiring strategy.

Many UK consultancies have found a rich talent pool in overseas markets like South Africa, India, and the USA. Marcia Marini notes that while this has temporarily alleviated the talent lump, this solution also brings the challenges relating to building strong teams that collaborates well across the globe.

Meanwhile, Max Ryerson highlights a generational shift reshaping the talent market. More people now favour autonomy and flexibility, opting to work for themselves. This makes attracting and retaining top talent even more challenging for consultancies.

These differing perspectives emphasise a central point: Finding and retaining talent has multiple factors, and consultancies must adapt their strategies accordingly to remain competitive.

According to our Consultancy Conundrum report, 85% of small consultancies acknowledge the need to hire more specialists to grow. Yet, only 15% intend to hire in the next 12 months. It’s clear that the issue isn’t just about finding the right people; it’s also about aligning your business strategy to make those hires feasible and sustainable.

The gap between the need for specialists and the intention to hire exposes a bottleneck in consultancy growth strategies. This issue could limit growth and market positioning.

So, what’s the key takeaway here? A successful consultancy must align its talent needs with its business strategy to ensure sustained growth. This is easier said than done, but ignoring this could be costly in the long run.

Pricing and Competition

Competitive pricing is putting pressure on consultancies, more so than ever before. Max Ryerson cautions against getting trapped in a downward spiral of cutting prices to outdo competitors, warning that this could compromise the integrity and value of the services offered.

David Holliday of Gate One adds another layer to this scenario, observing that many consultancies find themselves in a ‘race to the bottom,’ often spurred by larger firms who can afford to go low. The result? Smaller consultancies struggle to keep pace, leaving their long-term viability in jeopardy.

Backing up these observations, the Consultancy Conundrum report reveals a telling statistic: A staggering 85% of small consultancies can’t match the loss-leading pricing strategies of larger players.

So what’s the solution? Consultancies need to think strategically about pricing. If undercutting prices isn’t feasible, focus on adding unique value that resonates with your target clientele.

Future Market Predictions: A 12-Month Forecast and Beyond

As we look ahead, understanding key trends is crucial for consultancy survival and growth.

Our Consultancy Conundrum report is optimistic about the UK consultancy industry, forecasting a 13% growth in consulting activity for 2023. With a sizable annual revenue of £18 billion, consultancies have room to thrive. David Holliday stresses the importance of planning, indicating that preparation today will dictate success tomorrow.

Key trends to watch:

• Digital Transformation: The shift toward digital is non-negotiable. David Holliday notes that technology will remain a central theme, echoing the Consultancy Conundrum report’s findings.
• Sustainability: With increasing discussions on this topic, David Holliday advises consultancies to prioritise sustainable practices in their business models.
• Cost Reduction: The report and Holliday both emphasise the need for smarter cost management. He warns that failure to optimise expenses could put your business at a disadvantage.

Staying adaptable is key in a market where norms are constantly in flux. David Holliday points out that consultancies should not only harness these trends but also be prepared for challenges. Adapt your strategies and seize the opportunities for continued growth in the industry.

Closing Thoughts

Navigating the consultancy sector means juggling various challenges, from talent shortages to tricky cash flow and aggressive pricing. But as we’ve learned from insights shared by experts like Max Ryerson, Marcia Marini, and David Holliday, these challenges don’t have to hold you back—they can actually fuel your growth. A heartfelt thanks to these industry leaders for their insightful advice.

Now, let’s talk solutions. If you’re wrestling with uneven cash flow, waiting on late client payments, or aiming to scale without the stress, Sonovate has you covered. We offer up to 100% advance funding and cutting-edge tech that cuts through the admin clutter. Our platform caters to everyone from solo operators to global teams. Straightforward, effective solutions—no frills attached