It’s hard to sell ‘architecture’ consulting gigs since people frequently don’t know what it means or what they’re gonna get for their money. Check out this episode for 5 takeaways to help you get better at selling architecture…
This is our first ever LIVE podcast recording at the BCS Enterprise Architecture Annual Conference in 2024.
We Discuss:
- How do you build trust early in EA engagements when you don’t have established relationships?
- What’s the most important thing to leave behind when a consulting engagement ends – artifacts or wisdom?
- Should architecture be primarily an internal function or can it be effectively outsourced?
- How do you sell abstract EA work through procurement processes that expect concrete deliverables?
- What engagement models work best for EA consulting?
Key Highlights:
- EA engagements are hard to sell because they deliver intangible, strategic value versus concrete technical deliverables, and procurement processes expect specific technical roles rather than transformation work (00:02:10)
- Building trust requires meeting clients where they are, asking better questions for proper assessment, and connecting all work directly to business outcomes rather than imposing predetermined frameworks (00:08:06)
- Organizations need strong internal architecture cores with consultants acting as “adaptable architects” who support the client’s journey rather than replace internal capability (00:20:36)
- Success means leaving clients empowered with both tangible deliverables (playbooks) and capability to continue independently, positioning yourself as trusted advisor rather than hero (00:28:07)
- EA focuses on building organizational resilience for complex systems through strategic thinking and behavioral change, not just solving technical problems (00:15:29)
- Multiple consultant roles exist including translator, mediator, and collaborative partner, with the best acting as extensions of client capabilities (00:36:57)
5 Takeaways:
- Enterprise architecture consulting faces unique sales challenges because it delivers intangible, strategic value rather than concrete deliverables, making it difficult to quantify benefits and navigate procurement processes that expect specific technical roles.
- Building trust is fundamental to EA consulting success since you’re essentially “selling insurance” for long-term organizational health, requiring consultants to meet clients where they are rather than imposing predetermined frameworks.
- The most effective approach combines a strong internal architecture core team with external consultants who act as “adaptable architects” or “Swiss Army knives,” supporting the organization’s journey rather than replacing internal capability.
- Successful EA engagements should leave clients empowered with both tangible assets (playbooks, knowledge bases) and intangible wisdom, positioning consultants as trusted advisors who build client capability rather than creating dependency.
- The key to overcoming EA’s abstract nature is connecting all work directly to business outcomes and strategy, using assessment and questioning to understand the real problems before proposing solutions.
Check out https://patreon.com/ConsultantsSayingThings and subscribe for special access to EVEN MORE content from the team.
Check out the Audio-Only version of this episode!
