In addition to selecting a modeler who will take a creative approach, you should seek a person who will be a teammate in the creative development process. While the modeler has the industry and modeling knowledge, you need to communicate to him your insights on your business, its history, your company’s short- and long-term objectives, and other inside information so that he can customize the model to meet your needs.

Think of a family working with an architect to design a new home. Any architect could design a standard floor plan. But an architect who takes the time to communicate with the family — regarding its interests, hobbies, plans, and activities — will design a much more successful living environment, one that is customized to the family’s goals.

The failure of a model is often the result of a modeler not knowing an industry and of a marketer not understanding the modeling process. When neither party bridges the communications gap, it becomes all too easy for the underlying business issue or goal to get overlooked.

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