Dispelling the Myth – no-one ever got fired for hiring the big four

I was re-reading a very interesting Forbes article from 2016 recently, entitled “Nobody Gets Fired For Buying IBM. But They Should“. It got me thinking about how this translates to the present-day landscape of Marketing Technology and Customer Experience, where we see the proliferation of cross-functional, cross-platform system integrators and Management Consultancies doing battle for dominance in the hearts and minds of Marketing Leaders of organisations on the FTSE 100, the S&P 500 and beyond.

Updated for relevance, the phrase today might well be “No-one ever got fired for hiring the big four“, variations of which I have heard many times over my semi-storied career in marketing on both client and agency side, and usually represents the last psychological domino to fall before an organisation decides to embark on a glorious, horrendously expensive and it has to be said, many times ill-advised quest of business transformation.

And like all the good quests you may have seen in books, films and television, a sacrifice or two is going to be required along the way before you get to where you need to be.

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