JMGT_V12_N1_RP1 Darren Mankasingh Franklin Ramsoomair Journal on Management 2230–715X 12 1 1 6 Competitive Advantage, Consulting, CBAP, Canada, Financial Institutions, Marketing Strategy, Hiring Strategy This study investigates whether a smaller IT consulting firm can gain a competitive advantage over a larger consulting firm. It asks hiring managers in Canadian financial institutions and wealth management firms to provide their opinion on what are the most desired characteristics of a consultant, the most desired hourly rate for the consulting services provided, and the best approach to marketing these consulting services. The study found that a small IT consulting firm can gain a competitive advantage over larger consulting firms by offering similar high quality services as a larger firm, but at a reduced price. The CBAP® (Certified Business Analyst Professional) certification proved to be an influencing factor in the hiring process. Hiring managers expect the consultant to have at a minimum, a bachelor’s degree and six to nine years of work experience. It was discovered that the most desired characteristic of a business analyst IT consultant is the “Ability to deliver”. The best approach to marketing consulting services to a hiring manager is to use word of mouth. The findings of the study provide insights that Vanijem Consulting Inc., which is a consulting firm that the investigator owns and operates, can use to develop a marketing and hiring strategy. June - August 2017 Copyright © 2017 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=13564