No more than three subject matter experts (SMEs) should be engaged in the white paper draft review cycle, according to Jonathan Kantor, principal and founder of The Appum Group ("The White Paper Company"). Kantor cautions that interviewing multiple sources is often the best way to get in-depth information, but it can also delay delivery.
In "Too Many Cooks Can Spoil the White Paper," he notes:
"The greater the number of SMEs, the more people that must review subsequent white paper drafts. The diverse number of opinions and the resulting number of edits can result in the white paper going in a hundred different directions, and it also extends the amount of time necessary to compile all the SME opinions, and send the reviewed draft back to the writer for final completion.
"I have seen white paper projects take as much as six months to a year because of an excessive number of SMEs."
I have experienced firsthand the difficulties and delays that happen when in-house experts disagree on the focus and content of a paper. Having everyone sign off on a detailed outline before writing the first draft helps, but there will still be one or more holdouts who want their take on the subject to take precedence.
Kantor offers a sound piece of advice for freelancers: Insist that the client task a designated project manager with collecting and consolidating reviewer feedback for you. I've found that this works well--but I also suggest that your contract stipulate payment for the first draft (balance due upon approval of the final draft). That way, if the paper gets stuck in review, you won't have to wait months to get paid.
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