Pay no attention to the man behind the curtain

Beware of excessive industry jargon & gobbledygook

— language that is meaningless or is made unintelligible by excessive use of abstruse technical terms; nonsense.

When you see the gobbledygook from industry consultants, it often times means that they either don't have the specifics of the marketing process or they're trying to hide the process from you.  

Gobbledygook is very prevalent in the MarTech space.  It’s not uncommon for sales reps and strategists to stay within the confines of a highly scripted sales demo or to talk technically about foreign use cases.  In both cases it’s typically very difficult for clients to create a mental crosswalk between their specific use case and a generic example that's full of new technical terms.  

If you cannot explain something in simple terms, you don’t understand it.
— Prof. Richard Feynman

When you're looking for someone to help you unlock the marketing functionality of Sitecore, make sure you challenge them to guide the conversation in the context of your organization, using your Sitecore implementation in the conversation (even if it's flawed) and speaking in terms that you can understand.  In order to keep a strategy conversation actionable and meaningful, you have to bring in some level of tactical execution.  If we're talking about goals, outcomes and how they drive to customer journey, it's helpful to be able to see them in action, not just as a diagram on a powerpoint slide.   

A strong marketing leader can make the jump from strategy to the tactics of marketing operations.  Find someone that can pull the levers and turn the dials of marketing operations, and isn't afraid to do it right along side you.