@chip - they are consultants paid on an hourly basis, for as-needs advice and to help set the strategy. In the same way you hire a technical specialist, these guys are paid to know the answer before the question is asked. That is, they ask the key marketing and sales questions and drive the process. It's our job to execute based on their guidance.
Even though it's been a bit expensive, it has been worth every penny. It took our business to the next level so I'd recommend the investment regardless of your size.