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Choosing a technology consultancy

How to pick a technology partner that is independent, accountable and the right size for the job.

2 newsletters, 2 videos. Updated 30 Oct 2026

Sam's approach

What I do

I advise on technology decisions and I do not sell software. Trend-Setters Consulting holds no vendor alliances and no resale agreements, so there is no product sitting behind my recommendation. Work starts with the problem you are actually trying to fix, not the product category someone has already named. From there I review the options in front of you, sit with you in the vendor pitches and ask what a buyer is not expected to know to ask, and read the contract for the terms that bind you three years out.

How I work

What separates a technology consulting firms expert from a salesperson is who pays them. An Audi dealership sells you an Audi even when a Range Rover suits the job better. The staff are not lying, they carry one line. I carry none, so AI turns up in my advice as one option among several rather than as the answer a vendor walked in with. Size is not safety either. Layers of approval blur who is accountable and keep the senior people off the work. Trend-Setters Consulting is family-built, and a small firm has to get every decision right, because each client relationship carries its reputation.

When to bring me in

Bring in a technology consulting firms expert before you sign, not after the rollout stalls. A multi-year program running across several functions often needs a large all-rounder, and I will tell you when that is the case. Questions worth asking any firm before you sign.

  • Which vendors do you resell, implement or hold an alliance with?
  • How are you paid if I buy the product you recommend?
  • Who does the work, and how senior are they?
  • Will you sit on my side of the table in the vendor pitch?
  • What in this contract is hard to reverse in year three?

If you are weighing a decision like that, I am happy to talk it through.

Questions about choosing a technology consultancy

How do I choose a technology consulting firm?
Start with the problem, not the firm. Then ask three questions. Is the firm free to recommend whatever works, or does it earn more from one vendor? Who will actually do the work, and will senior people stay involved? And will the firm be accountable for the outcome, not just the advice? Ask for named results from similar projects, not a polished deck.
Should I hire a boutique consultancy or a Big Four firm?
It depends on the job. A large firm is often the right choice for multi-year programs that span several functions and countries, where you need scale, a deep bench and the weight to coordinate hundreds of people. A boutique tends to suit focused work where you want senior people involved from start to finish and a partner whose reputation rests on every single client. Whichever you choose, ask who will actually do the work, how many layers sit between you and the decision-maker, and whether the people in the pitch will still be there in month six.
How do I know if a consultant is independent of vendors?
Ask them directly and expect a clear answer. How does the firm make money, does it earn fees, commissions or referral payments from any vendor it might recommend, and has it ever told a client not to buy a product it has an alliance with? A consultant who is truly independent will answer plainly and put it in writing. Think of the Audi dealership that sells you an Audi when a Range Rover would suit you better. The salesperson isn't lying, they just aren't paid to see the alternative. Also ask to bring your consultant into vendor pitches, because an adviser on your side of the table will welcome that.
What is vendor lock-in and how do I avoid it?
Vendor lock-in is when switching away from a supplier becomes so costly or disruptive that you are stuck with them, even when the product or the price stops serving you. It builds up quietly through proprietary formats, deep integrations, long contracts and data that is hard to move. To avoid it, ask before you sign how you would leave, what it would cost, and whether you can take your data with you in a usable form. Keep contract terms reasonable, favor open standards where you can, and use an adviser who earns nothing from the vendor to test whether the product really fits your needs.
What should a CMO look for in a digital consultancy?
Look for a firm that starts with your customers and your goals rather than a favorite platform. A good consultancy will ask what you need to know that you can't find out today, check the state of your data, and be willing to tell you when a tool isn't worth buying. It should be able to work with sales, IT and finance, since marketing technology rarely succeeds in isolation. Ask for named results from similar work, find out who will be on your account, and make sure the firm will stay involved after launch to see whether people are actually using what was built.

What Sam is saying

Choosing a technology consultancy

"New tools won't fix a business on their own. People using them well, with someone accountable standing next to them, just might."
Sam SharSam Shar, CEO, Trend-Setters Consulting30 Oct 2026
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