The 2010 Outlook As early as February of 2009, just months after the collapse of Bear Stearns and Lehman Brothers, there were plenty of consulting leaders that said they had already essentially written off 2009 as a lost year. As the profession begins the post mortem of the year—and hopefully the Great Recession of 2008 and 2009 — Consulting takes a look back at last year and a look forward to 2010 and beyond. In doing so, we asked leaders of the profession for their thoughts on the year that was and the year ahead.

We asked them for market forecasts, geographic opportunities, client industry growth areas, lessons learned and what's keeping them up at night. As we close the book of business on 2009, and look forward with cautious optimism to a brand new year in consulting, we tapped some of the very best minds the profession has to offer. Here's what they had to say:


Hans-Paul Buerkner Hans-Paul Buerkner
CEO, The Boston Consulting Group

Last year was very challenging. The forecasts about the global economy and the consulting industry were quite gloomy at the beginning of the year. Our business started the year slowly, but accelerated month by month. In the end, we were able to grow our business, though modestly. We found that there were many business opportunities despite the economy. Companies did cut their spending, but the truly important assignments, such as cost cutting, restructuring, PMI, business model innovation, were undertaken. By being part of the solution and making it work for our clients, we were able to outperform the market.

We are expecting 10 to 20 percent growth annually for 2010 and beyond. While the overall market growth may be lower, the opportunities for market share gains are significant. There will be major opportunities in virtually all geographies and industries in 2010. The need to deal with the global challenges and industry-specific challenges will be enormous, both by companies in the developed markets as well as those in the emerging markets.

Both the U.S. economy and the global economy are moving out of recession. We will see modest growth rates in the developed worked and again high growth rates in the emerging markets in 2009. But cleaning up the balance sheet of banks, companies and private households will still take many years. And getting back to the pre-crisis debt levels of the countries in the Western World will take decades.

Many industries still have to deal with enormous structural challenges. Companies should not assume that they will be able to go back to business as usual despite the fact that growth is back in most countries and sectors. Business models need to be adjusted or even changed fundamentally.


Fred Crawford Fred Crawford
CEO, AlixPartners

AlixPartners operates in three different end markets—enterprise improvement, restructuring and financial services—each of which performed differently in 2009. The clearly counter-cyclical nature of the restructuring market benefitted Alix-Partners significantly. We were involved in many high-profile, large restructurings such as General Motors, Lyondell Chemical, General Growth Properties, SemGroup, Freedom Communications, BearingPoint and Tribune Company, among others.

The U.S. economy is clearly still challenged. Based on proprietary AlixPartners research, it appears we are entering a 'new normal' for the economy—one where there will be a fundamental shift downward in consumer spending from past levels. This shift, coupled with the following probable factors, may well cause the U.S. to experience an 'L-shaped' recovery: continued corporate de-leveraging, reducing investment in expansion; reduced capital availability, constraining even those who want to spend; phased asset recovery and unclear workout timelines; increased government regulation; and, highly leveraged governments as a larger part of the economy.

From a global perspective, we're seeing that Asian countries are beginning to rebound, while Europe seems to be in between the U.S. and Asia. We think it is important to note that the U.S. is the largest importer in the world, and will have moderate consumer spending. This could well have a dampening effect on economies that ship to the U.S.

In the U.S., we see the restructuring market as quite active, but the cases will shift from large companies to middle-market companies. Commercial real estate, in particular, is one area where there may be market opportunities based on significant real estate industry challenges. Overall, we think operational challenges will continue throughout 2010, and throughout the world.


What Keeps You up at Night? Talent, Talent and Talent

As they look ahead, firm leaders shared what worries them the most: "My top three concerns right now are talent, talent and talent. Rates and aggressive procurement practices are relatively moot if you're creating client value an order of magnitude greater than fees. And we can only create that value if we have the right talent," Mark Strom, Americas Managing Director, PRTM. "Retaining talent is of even greater importance and will require special attention in 2010."

Indeed, talent seems to be the prevailing concern for the executives in corner offices these days. "Attracting, developing and retaining top talent has been, and will continue to be, the biggest challenge for all companies in essentially all industries, especially in consulting," says Hans-Paul Buerkner, CEO of The Boston Consulting Group.

John Drzik, CEO of Oliver Wyman, says a strengthening economy will increase the competition for top talent at all levels. "To sustain our success, we must continue to attract and retain the very best people."

IBM's talent needs, meanwhile, are a bit more detailed. "One of our concerns is the growing complexity of jobs in today's business environment, which is raising the value of talent for firms worldwide," says Jim Bramante, General Manager, Southwest Europe for IBM. "Businesses needs new skills—in math, analytics and engineering and college students today represent the best resource."

Others, however, focused on more external threats. Jim Champy, Chairman of Dell Perot Systems' consulting practice, says he expects clients will continue to delay decisions on new investments and spending. "Selling cycles will continue to run longer.

And even when the sale is signed, sealed and delivered, the extent to which rates may have been compromised remains a big concern for firms. "Fee pressure has intensified in some segments as the industry goes through a capacity adjustment relative to today's new demand profile, especially in the enterprise improvement space," says Fred Crawford, CEO of AlixPartners.

—Joseph Kornik


John Drzik John Drzik
CEO, Oliver Wyman

The market conditions we faced in 2009 were the most challenging our business has faced in a long time, perhaps the most challenging in my 25 years in the consulting business. Our clients faced a highly uncertain future, especially at the beginning of the year, and were cutting back on all expenses—including management consulting. So, even though the need for consulting was higher than ever, the demand for consulting was weaker as many clients were waiting to get more clarity before committing to consulting work. All things considered, I think Oliver Wyman got through 2009 remarkably well, and we are emerging from the recession in an even stronger position.

Economic conditions in both the U.S. and globally have been improving over the last six months, but I think it's too early to say that all of our problems are behind us. There's still a lot of uncertainty out there, and the recovery is fragile. So, while my baseline expectation is that we'll see a slow but steady recovery in 2010, I see more than normal variation around that expectation—and we are building both upside and downside contingency plans.

Government will be a bigger buyer of consulting services in 2010. [And], the global financial services sector is undergoing a significant transformation, which will likely be further accelerated by regulatory developments in many jurisdictions. In 2009, our business volumes steadily improved as the year progressed, and we see this continuing. If the global economy stays on its current recovery path, I'm confident we are in a good position to generate healthy growth in both 2010 and 2011.


Brad Smith Brad Smith
Chairman, Milliman

The economic environment in 2009 was the most challenging I've seen during 0my working lifetime. The resilience and professionalism shown by our consultants during this period of time makes me feel proud and privileged to be a part of Milliman. In direct response to the needs of our clients, 2009 was our busiest year ever. I believe the U.S. economy, while improving, remains fragile. People are worried about losing their jobs. Companies face uncertain revenue streams. Consequently, large purchases and capital expenditures are being deferred. Credit remains tight. All involved are being very careful with respect to committing resources. The global economy, while less dependent on the U.S., will not recover without the U.S. also moving forward.

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