Procurement Market Intelligence Report
Marketing Consulting Services
Sourcing Guide & Market Intelligence
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Marketing Consulting Services Global Overview
Definition
Summary
These services provide buyers with a business professional who advises them on the pursuit of a marketing strategy for their business. Suppliers include large professional service providers, midsize regional firms, small firms, and nonemployers. Key buyers include retailers, automotive manufacturers, telecommunications companies, and financial services firms.
This Report Includes:
- Development of Marketing Objectives
- Customer Segmentation
- New Product Development
- Pricing
- Data Analytics
Not in this Report:
- Creative Agencies
- Public Relations Firms
- Market Research Firms
Global Marketing Consulting Services Procurement Trends
Discover the top international trends affecting procurement in the global Marketing Consulting Services market.
Neutral
GSA memo asks agencies to review consulting contracts
- The General Services Administration (GSA) recently issued a memorandum asking government agencies to review their consulting contracts with the ten highest-paid firms. The ten firms are Accenture PLC (Accenture Federal Services), Booz Allen Hamilton Inc., CGI Group Inc. (CGI Federal), Deloitte Touche Tohmatsu (Deloitte Consulting), General Dynamics Corporation (General Dynamics IT), Guidehouse Inc., Huntington Ingalls Industries Inc. (HII Mission Technologies), International Business Machines Corporation (IBM), Leidos Holdings, Inc., and Science Applications International Corporation, Inc. (SAIC).
- The memo states that agencies are strongly encouraged to cut non-essential consulting contracts, providing a list of those intended to be terminated by March 7, 2025. By April 19, 2025, agencies must submit their reviews of non-GSA consulting service contracts.
- According to the GSA, the ten consulting firms identified are set to receive $65.0 billion in fees in 2025. The Department of Defense (DoD) has stated its intention to terminate or descope contracts non-essential to the DoD’s purposes; some of the largest market players with high-value DoD contracts include Booz Allen Hamilton, Deloitte, and Accenture.
- According to the Government Accountability Office, in the fiscal year 2023, government agencies spent $478.0 billion on services, with the DoD accounting for $230.0 billion and non-defense agencies accounting for the rest. The DoD spent $21.3 billion on support, professional, and engineering and technical services, while non-defense agencies spent $21.4 billion on professional services, which includes consulting, training, and support services.
- The Department of Veterans Affairs (VA) initially cancelled 875 contracts (amounting to around $2.0 billion) but has currently paused efforts. However, contract terminations across most agencies are expected to continue.
Global Marketing Consulting Services Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Europe | 206,965 |
| #2 South America | 87,185 |
| #3 China | 68,330 |
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Geography Drilldown - US, Canada & Europe
Average Cost of Marketing Consulting Services
United States
2026 Market Pricing$75.00 to $X,XXX.XX
per hourCanada
Europe
Average Price
Prices in the Marketing Consulting Services market range from $75.00 to $X,XXX.XX, depending on Location, Experience and Scope of Service. For example, lower prices are associated with Micropolitan Areas ($75.00 to $650 per hour), whereas higher prices are associated with Major Metropolitan Areas ($100 to $1,000 per hour).
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Marketing Consulting Services Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Marketing Consulting Services market, prices in the US have grown 4.8% from 2022 to 2025. and +5.4% in Europe.
United States (2022-2025)
Canada (2016-2019)
Compound Annual Growth Rate
Europe (2022-2025)
Compound Annual Growth Rate
Wondering where prices are heading?
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Cost Analysis - Total Cost of Ownership for Marketing Consulting Services
Total cost of ownership is Medium in the Marketing Consulting Services market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Delays may raise the total cost of ownership unexpectedly.
Negotiated Before
Customization
Implementation
Billed During
Travel
Unforeseen
Delays
Scope Changes
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -1.0 in the United States. Buyer power is most positively impacted by Recent Price Trend. It is most negatively impacted by Market Share Concentration. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Canada
Europe
Buyer power forecasts: your glimpse into the future
Develop strategies for the upcoming year and identify unforeseen opportunities for buying now
- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Low, which has a positive impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Computer Wholesalers
- Commercial Real Estate Lessors
- Internet Service Providers
- Business Analytics & Enterprise Software Publishers
2nd
Tier Suppliers
- Computer Manufacturers
- Commercial Real Estate
- Telecom Networking Equipment Manufacturers
- Data Hosting & Processing Service Providers
Biggest Marketing Consulting Services Suppliers in the US by Revenue
The largest Marketing Consulting Services vendors by revenue in the US are Interpublic Group Of Companies, Inc., Omnicom Group Inc. and Publicis Groupe SA. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Accenture Plc | International | DUBLIN | >10,000 | < 5 | ||||
| International Business Machines Corporation | Global | ARMONK | >10,000 | < 5 | ||||
| Wpp Plc | Global | London, UK | >10,001 | < 5 | ||||
| Publicis Groupe SA | Global | Paris, FR | >10,001 | < 5 | ||||
| Omnicom Group Inc. | Global | NEW YORK, NY | >10,000 | < 5 | ||||
| Interpublic Group Of Companies, Inc. | Global | NEW YORK | >10,000 | < 5 | ||||
| Bain & Company, Inc. | Global | Boston, MA | >10,000 | < 5 | ||||
| McKinsey & Company | Global | New York, NY | >10,000 | < 5 | ||||
| Deloitte Touche Tohmatsu | Global | London, UK | >10,000 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Marketing Consulting Services market is 5.7% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Wages. The cost trend for this component is falling, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Market share concentration in the marketing consulting service market is low with over 48,500 suppliers estimated to be in the market.
Average vendor risk is moderate due to high competition in the market and moderate competition from substitutes.
Supply chain risk is low overall for marketing consulting vendors as internet service providers and software publishers exhibit low levels of risk. The nature of consulting services relies less on products and goods and more on labor.
The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises
Supplier Information
Accenture Plc
Accenture Plc is a public company operating internationally in the mining, information, professional, scientific and technical services and administration, business support and waste management services sectors. The company's offerings include mobile enterprise application platforms, claims management software,... Subscribe to learn more
Bain & Company, Inc.
Bain & Company, Inc. is a private company operating globally in the mining and professional, scientific & technical services sectors. The company's offerings include oil & gas field consulting services, management consulting services, environmental, social & governance (esg) consulting services, supplier Subscribe to learn more
Deloitte Touche Tohmatsu
Deloitte Touche Tohmatsu is a private company operating globally in the mining, finance & insurance, professional, scientific & technical services, administration, business support and waste management services and educational services sectors. The company's offerings include oil & gas field consulting services,... Subscribe to learn more
International Business Machines Corporation
International Business Machines Corporation (IBM) is a global integrated computer technology, hardware, software, and services provider. It organizes its business into four segments: Software segment, which provides software solutions for a hybrid cloud platform, data and artificial intelligence, automation,... Subscribe to learn more
Interpublic Group Of Companies, Inc.
The Interpublic Group of Companies, Inc. is a global marketing, communications, and business transformation services provider under various brands. It specializes in insights, data, media, creative and production, digital commerce, healthcare marketing, and communications. It serves digital commerce, retail... Subscribe to learn more
KPMG International Limited
KPMG International Limited is a private company operating globally in the mining, finance & insurance, professional, scientific & technical services and administration, business support and waste management services sectors. The company's offerings include oil & gas field consulting services, management consulting... Subscribe to learn more
McKinsey & Company
McKinsey & Company is a private company operating globally in the mining and professional, scientific & technical services sectors. The company's offerings include oil & gas field consulting services, carbon management services, management consulting services, environmental, social & governance (esg) consulting... Subscribe to learn more
Omnicom Group Inc.
Omnicom Group Inc. is a holding company providing marketing and sales solutions to global companies. It offers services across media & advertising, including creative services, strategic media planning and buying, performance media, and data analytics services; precision marketing, including digital and direct... Subscribe to learn more
Pricewaterhousecoopers Llp
Pricewaterhousecoopers Llp is a private company operating globally in the finance & insurance, professional, scientific & technical services, administration, business support and waste management services and educational services sectors. The company's offerings include management consulting services, environmental,... Subscribe to learn more
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Procurement Management KPIs for the Marketing Consulting Services Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Customer Acquisition Cost and Customer Lifetime Value. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Compliance and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Customer Acquisition Cost |
|
Total marketing costs Total sales costs Number of customers acquired |
The customer acquisition cost represents the cost of acquiring a new customer. The customer acquisition cost can be used to determine the efficiency of customer acquisition processes. This metric is important in this market, as it can demonstrate the efficiency of the consultants themselves in promoting their business and obtaining customers. |
| Customer Lifetime Value |
|
Average order total Average number of purchases per year Average retention time |
The customer lifetime value represents the value of a single customer relationship to a business. The customer lifetime value can be used to prioritize customer relationships; it costs less to retain existing customers than to acquire new customers. Low customer lifetime value combined with high customer acquisition costs demonstrates that a business is not operating efficiently. Low customer lifetime value indicates high turnover within the vendor's customer base, prompting vendors to increase total expenditures on obtaining contracts with new customers. |
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Experience and Expertise
How long have you been active in this field? How long have you served operators in my industry?
How many consultants in your firm are specifically focused on marketing consulting?
Competition
How do you win and retain business?
How long have you provided service to your longest tenured client?
Technology
What software or technology do you use in your approach?
Was your software developed in-house, or do you use a third-party product?
The ultimate prep for procurement negotations
View all 31 negotiation questions for this category when you subscribe.
Marketing Consulting Services RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should give a brief overview of their organization's core operations.
Buyers should describe the scope of their in-house marketing team, including key personnel.
Statement Of Need
Buyers should lay out the project's measurable objectives.
Buyers should explain project requirements and be clear about the scope of services they intend to procure.
Project Budget
Buyers should state the type of pricing model they prefer to use (e.g., fixed, monthly, weekly, or hourly).
Buyers should inquire about other possible fees or expenses, such as travel, lodging, and materials.
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We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
- Recent developments
- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance
