How to Create a Successful Data Quality Consultancy by Dylan Jones

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How to Create a Successful Data Quality Consultancy by Dylan Jones by Mind Map: How to Create a Successful Data Quality Consultancy  by Dylan Jones

1. Part 2: Three Things to Master

1.1. Help

1.1.1. To grow your consultancy, start by helping your ideal customers Help people (through specialist content and events) Attract the right people (to your email list + CRM) Earn their trust through consistency Qualify and tag (by behaviour) Create offers (relevant to the level of trust) Low: Sign up for your ebook Medium: Sign up for your training High: Sign up for your consulting / solutions

1.1.2. How we do it... Help: Checklists / Interviews / Webinars / Blog Posts Attract Contacts: Over 9,500 contacts in tightly defined niches Earn Trust: Create consistently useful content (like this webinar) Qualify/Tag: Create webinars and other 'events' to help tag behaviour Create Targeted Offers (reflective of trust level): Coaching / Training Consultancy Sponsorship

1.1.3. Data Quality / Governance Examples... Nicola Askham Profile But how does helping create sales for Nicola? Henrik Liliendahl Profile Employee -> Consultant/Contractor -> Product Creator Popular Blog Synonymous with 'MDM guru' Has created Product Data Lake app to fill a gap in the market for MDM solutions Daragh O Brien Profile Employee > Consultant > Consultancy Owner Castlebridge Uses content marketing to help position as leading expert on operationalising data quality / governance for regulatory compliance James Phare Profile Employee -> Consultancy Co-Owner Focuses on the intersection of Lean and Information Management, in particular data quality and data governance Specialises in the financial sector Constantly innovating technology and services

1.1.4. What do they bring through in their content marketing? Trust Proof Differentiation Passion Character

1.1.5. Latest video: DG - Surviving the 1st 6 months Trust She is appearing on a trusted site She is introduced as an expert Proof Spoken on the virtual summit Spoken for DAMA Spoken for vendors Writes on her blog Guest posts on other blogs Talks about client experiences Differentiation She has a framework She is everywhere She is helpful Practical advice She has real experience She is constantly innovating her delivery model Passion She lives and breathes this sector She wants to deliver great work She thrives on helping and coaching Character She is an active listener She has great 'soft' skills She comes across as someone a client would love to work with

1.1.6. The common buts... But ... don't people steal your ideas? Sometimes...but it doesn't matter John Morris - entire methodology in a book and wallchart Danette McGilvray - Ten Steps, methodology in a book and resources Countless examples with no impact to their business - quite the opposite But ... don't you only attract 'techies and tyre kickers' Depends on who you're helping - define your target audience and shape your content strategy accordingly If you write about technical topics, you attract technical people If you write about leadership topics, you attract leaders

1.2. Filter

1.2.1. How do you create a successful data quality consultancy? Filter out projects that: Are likely to fail Are likely to waste your time Are likely to damage your reputation Are likely to take you in an unplanned direction

1.2.2. What is the 'filtration process'? Positioning Pick a niche sector (that you have considerable expertise in e.g. Data Quality in Banking) Discover the primary problems of the niche (via research and observation) e.g. BCBS239 Create a value proposition that solves the most important problems e.g. BCBS239 Accelerator Tip: doesn't have to marketed as a data quality solution Content marketing Create content that solves the small problems Create offers for the big problems Solution refinement Constantly adapt your services and solutions so they stay current and relevant Deliver to clients > Learn from clients > Refine for new clients Success selection Onboarding review/questionnaire Filter out the red flags Case Study: Datanomic Positioning Content Marketing Solution refinement Success selection

1.2.3. Key: Focus on a niche where... You can leverage your expertise (obviously) You have a genuine desire to serve (don't lie) You can grow and develop (into a real business) You can dominate (critical)

1.2.4. "But...we can't turn away clients!" Often comes from a low lead perspective If you practice content marketing (+outreach) then low lead count isn't a problem Remember: Specialists command higher fees Who would you prefer to carry out an operation - a specialist or a generalist? If you create the right content and positioning, you will attain (perceived) specialism... ...but you still need the capabilities to deliver on the promise of specialism, and that often requires change...

1.3. Change

1.3.1. How can you (or your firm) change? What must you change? Remember the freedom(s) you listed? What do you have to change to attain these freedoms? Example: Money (£150K) Old: Contracting (dollars for hours) - 200 days @ £750 New: Solution portfolio Changes required: Caveat: you have to be prepared to fail... ...because what you're doing now, will not get you to the next level Failure is the key to success; each mistake teaches us something - Morihei Ueshiba Learn how to fail faster

1.3.2. How can you change your clients situation? Value-Based Consulting What can you offer? (S.I.T.M.E) Link to the value of the wants and needs (i.e. change) the customer desires (think STRIFE) Not constrained by day-rate Value is in the outcome (not your hours worked) Too many consultants focus on what they do, and not what the clients get Think 'productised' offering Case Study: The Dashboard Story Case Study: The Data Migration Impact Assessment The personal wants and needs of your clients are more powerful than corporate wants and needs

2. Part 1: What does success mean to you?

2.1. My Story

2.1.1. Started 'data quality' career in 1992

2.1.2. Contractor during 90's

2.1.3. Realised Data Quality had become a 'thing' around 2003

2.1.4. Principal consultant for data quality/data management

2.1.5. Started my own data quality/migration consultancy Goldman Sachs Vodafone GE Air transport sector Utilities etc...

2.1.6. Read a book called 'Blog Wild' (2007)

2.1.7. Created two blogs Data Migration Pro Data Quality Pro

2.1.8. Sites grew and created consulting opportunities

2.1.9. Switched model from pure consulting to a hybrid model Speaking / Hosting / Workshops Content services Strategic / Advisory consulting Memberships Sponsorships Training

2.1.10. What has been the ultimate benefit? Get to that in a moment, first I want to ask you a question...

2.2. What does success mean to you?

2.2.1. How do you define success?

2.2.2. Data Consultancy Growth Program Responses I want greater financial freedom More free time with friends and family Freedom to be selective about clients Be free to do the type of work I enjoy Freedom to set my own holiday schedule

2.2.3. What's the common theme? Freedom Happy Motivated Rewarded Inspired

2.2.4. What does a successful consultancy mean to you? Write this down in the chat box

2.3. My definition...

2.3.1. Greater financial freedom Higher income than previous roles Only limited by ideas & effort (no salary ceiling) Ability to build new business models (hybrid)

2.3.2. Far more free time Less stress (work from home) More family time Can set own schedule

2.3.3. Being 'picky' about clients

2.3.4. Free to invest in personal development

2.3.5. Being free to teach and coach, that's where I want to channel my efforts

2.4. Goals for this webinar

2.4.1. Explore the freedoms you can enjoy from creating a successful consultancy

2.4.2. Focusing on data quality and related sectors

2.4.3. By creating success on your terms

3. Part 4: Your Questions

3.1. Q: What content is effective, and how can we get it to the right people?

3.1.1. Content that moves your target customers forward and helps them take action

3.1.2. 4U Expert Content Useful Usable Used Unique

3.1.3. Refer to modules: C1: Historic Content Discovery C5: Build a Webinar System C8: Execute a Content Marketing Strategy B2: Content Marketing on the Professional Web B4: Design, Create and Promote Webinars

3.2. Q: How can we raise the profile of a DQ consultancy?

3.2.1. Specialist content e.g. blogs/guest posts

3.2.2. Webinars (self hosted and guest)

3.2.3. Local events (self hosted and guest)

3.2.4. Mainstream event appearances (think niche)

3.2.5. Networking and outreach (on the back of a content strategy)

3.2.6. Getting published on Data Quality Pro and other leading sites

3.2.7. Creating more personality in your content

3.2.8. Refer to modules: C1: Historic Content Discovery C3: Case Stories That Sell C5: Build a Webinar System C7: Build a Consultancy Platform C8: Execute a Content Marketing Strategy C12: Translating Events into Growth B1: LinkedIn for Data Management Professionals B2: Content Marketing on the Professional Web B3: Building a Data Consultancy Website B4: Design, Create and Promote Webinars

3.3. Q: How can we create consistent, high quality content?

3.3.1. Start with 'pillar content' based directly on feedback from customers and research, build your content campaigns around that

3.3.2. Focus on less 'short-form' content and create deeper, higher value content

3.3.3. Re-purpose into different formats to reach different audiences

3.3.4. Refer to modules: C1: Historic Content Discovery C3: Case Stories That Sell C5: Build a Webinar System C8: Execute a Content Marketing Strategy

3.4. Q: I'm a freelance data analyst looking to extend the range of services I offer to clients - what can I do?

3.4.1. Look at what you've offered in the past - where can you standardise or replicate a particular service?

3.4.2. How can you break out of the dollars-for-hours trap?

3.4.3. Speak to clients, do research, find out where the trends are heading e.g. Big Data / Hadoop / Data Prep etc.

3.4.4. Refer to modules: C2: Deep Project Profiling C6: Create Solution Ladders C10: Re-Imagine Your Consultancy

3.5. Q: What will set us apart from the rest of the competition?

3.5.1. Specialisation

3.5.2. Talking the language of the customer

3.5.3. Knowing their pains and goals in intimate detail

3.5.4. Crafting solutions that 'fit like a glove' for their business

3.5.5. Creating content marketing that actually helps the client

3.5.6. Refer to modules: C1-C12

3.6. Q: What is a selling pitch and Value proposition for DQ and DG in the marketplace?

3.6.1. What is the outcome of your service?

3.6.2. Be ruthless in your pursuit of before and after metrics

3.6.3. 'Better data' or a 'DG framework' are weak Value Propositions

3.6.4. Think of the end-to-end solution

3.6.5. Remember the Datanomic story

3.6.6. Income - Time - Risk - Expense - Competitive Advantage - Utilisation - Compliance

3.6.7. Refer to modules: C1: Historic Content Discovery C2: Deep Project Profiling C3: Case Stories That Sell C6: Create Solution Ladders C9: Build a Repeatable Sales Process C10: Re-Imagine Your Consultancy C11: R&D to Find Your Power Position

3.7. Q: How can we take this info and use it internally to market process/benefits?

3.7.1. Customers have the same drivers whether they are internal or external (S.T.R.I.F.E)

3.7.2. Most successful DQ/DG experts practiced extensive internal networking and content marketing

3.7.3. Refer to modules: C1: Historic Content Discovery C2: Deep Project Profiling C3: Case Stories That Sell C4: Auto-Email Prospecting (With Expert Content) C5: Build a Webinar System C7: Build a Consultancy Platform C8: Execute a Content Marketing Strategy B4: Design, Create and Promote Webinars

4. Part 3: Making it Happen

4.1. Use Case: Launching or Growing a Data Quality / Management Consultancy

4.2. Data Consultancy Growth Program

4.3. What do you get?

4.3.1. Coaching/Mentoring 6 Months Tutor Support (Dylan Jones) Ask any question, get response by email, Skype or group webinar

4.3.2. Training Modules Lifetime access to modules Core Modules Bonus Modules Includes videos, templates, MindMaps and practical tutorials Focused on achieving key objectives in the consultancy growth program

4.3.3. Practitioner Network New private area on LinkedIn, exclusive for the group Way to meet other alumni in your region Practical insights and tips shared within the group Reach out for ideas and feedback

4.3.4. Coaching Portal Get help from course tutor in the form of short messages or more detailed tutorials Communication portal to alert for potential opportunities, alliances, events, content interviews Set goals and targets, create reminders, store documents - create a project repository

4.4. How do you benefit?

4.4.1. Everything you need to create a fully operational data quality (or data related) consulting business

4.4.2. Expert support and guidance for creating your first editorial calendar

4.4.3. Support to kickstart your content marketing via our media sites and channels

4.4.4. Training to help you create a professional brand presence, clear positioning, a solid solution portfolio, content marketing plan and lead generation strategy

4.4.5. Be a part of the alumni community, get help to develop connections and opportunities

4.5. Next steps

4.5.1. Email: [email protected]


4.5.3. Book a 15 minute call to discuss your goals and assess program fit


5. Contact: [email protected]