You misinterpret.
Cruz has done a good job up until now, avoiding the standard campaign mistakes that come with using the standard big money Republican consultants.
This new hire looks like a deviation from that excellent precedent and is therefore a worrisome sign.
But the reality is that campaigns cost big money now and if he needs to lock up Walker's voters by hiring this guy then so be it. In fact, he's learned from past failures by not spending his money too quickly and building the best grass roots organization probably seen since 1980.
Great thing about Cruz is he's not going to run to the middle if he gets the nomination like most post-Reagan have done.
Worry not. This is a shrewd move by an excellent candidate to start farming the 3-5% candidates voting blocks. This will help in Iowa for sure.