The internal battle for the direction of the Republican Party has enveloped Washington’s GOP consultant class, as pragmatic party strategists hired to win campaigns ponder how to reclaim control of the primary process from powerful conservative activist groups.

This developing conflict comes in the aftermath of consecutive election cycles that saw Republicans blow as many as five Senate races because the party nominated flawed candidates over those who were better suited to compete in the general election.

Some of these losing 2010 and 2012 nominees received crucial support from Washington-based tea party groups that made their primary campaigns viable. GOP consultants who found themselves on the losing end are considering the formation of outside groups of their own to counter these organizations and boost their favored candidates in the 2014 primaries.

“The bigger the office, the brighter the spotlight, and it is difficult, if not impossible, to elect a lousy candidate over a good candidate in any [general election] Senate race, regardless of ideology,” said a Republican strategist who is frustrated with the hold that conservative groups like the Club for Growth, FreedomWorks and the Senate Conservatives Fund have had on the GOP primary process in recent elections.

Unlike these tea-party-affiliated groups, this Republican strategist and others who think similarly (prioritizing winning over ideological purity) argue that a Republican will always be more conservative than a Democrat and the party’s objective should be to control the White House and Congress so it can set the governing agenda and prevent Democrats from enacting laws like the Affordable Care Act.