Gone are the days where you can afford to struggle to align your marketing and business development teams, but the fastest growing firms have cracked the code. Here’s how they’re working together to fuel growth and what your firm can do to follow suit.
In many professional services firms, marketing and business development work in silos. Marketing teams focus on growing brand awareness, generating visibility, and accumulating leads. Meanwhile, business development teams are busy surfacing potential clients and closing deals. The problem? These two groups often have disparate goals, which stifles the firm’s potential for growth.
In contrast, the fastest growing firms are intensely focused on getting marketing and business development in lock-step. When these two functions work together seamlessly, magic happens—and by magic, we mean improved lead quality, shortened sales cycles, and a more seamless client experience.
So, how can your firm bridge the gap between marketing and business development? Let’s break it down.
The Silos Holding You Back
Before we dive into solutions, let’s explore why many firms struggle with this alignment in the first place. A major contributor is the glorification of the “doer-seller” role. Often, firms promote the idea that high performers are those who can juggle both delivery and business development, relegating marketing to a support function tucked into administrative offices. This marginalization can lead to leadership teams underestimating the potential marketing holds for driving revenue growth.
When marketing is seen as a cost center, rather than a strategic partner, the disconnect deepens. Business developers, on the other hand, are treated like lone rangers—out to hunt and close deals, with little input from the marketing team. This lack of alignment limits the firm’s growth potential, creating inefficiencies that could easily be resolved through collaboration.
Why Alignment Between Marketing and Business Development Matters
Aligning marketing and business development isn’t just a nice-to-have; it’s essential for sustainable growth. Here’s how a unified approach can transform your firm:
#1 – Improved Lead Quality and Shortened Sales Cycles
When marketing understands the true needs of the business development team, they can craft campaigns that attract more qualified prospects. This means less time sifting through unqualified leads and more time closing deals. And let’s be honest—no one likes wasting time.
#2 – A Seamless Customer Experience
Imagine being a prospect moving through a sales funnel and feeling like you’re dealing with two different companies. Disjointed messaging and inconsistent touchpoints can turn prospects away. When marketing and business development work in lock-step, you create a seamless experience from the first touch to the final handshake. Prospects become clients, and clients stick around longer.
#3 – Increased Operational Efficiency
Aligning business development and marketing unlocks operational efficiencies that directly impact your bottom line. Resources are used more effectively, and waste is reduced. Stretch your budget further and maximize your ROI on marketing and sales efforts. Who doesn’t love doing more with less?
#4 – Accurate Revenue Forecasting
Gone are the days of guessing where the next deal will come from or being surprised by pipeline gaps. With both teams aligned, your revenue forecasting becomes much more accurate. A clear view of the customer journey allows for better planning and resource allocation, so there are no unexpected surprises in the quarterly report.
#5 – Fostering a Culture of Continuous Improvement
Perhaps the most important benefit is the culture shift. When marketing and business development teams collaborate, they create a feedback loop that drives ongoing optimization of strategies and tactics. This culture of continuous improvement doesn’t just benefit the teams involved; it permeates the entire organization, driving innovation and growth.
Now You Know Why It Matters. But How Do You Get Marketing and Business Development in Sync?
So, how do you make this happen? Probably a good question to ask at this stage.
Start by thinking about the gap between these two functions in your firm.
- Do marketing and business development operate around a shared understanding of the ideal client?
- Do they work toward common goals with aligned metrics?
- Most importantly, do they share aligned incentives, meaning when one team wins, both win?
If the answer to these questions is “no” or even “maybe,” here are five actionable tips to get started (you can read about these in more detail in my recent article “Silos Are for Farms, Not Firms: Integrating Sales and Marketing):
#1 – Make Sure Both Know Who Your Ideal Clients Are
If you were to quiz both teams on who your firm’s ideal client is, would you get the same answer? Both teams need to be clear on who your firm’s ideal clients are and your firm’s point of view (POV) and positioning in the market.
#2 – Set Goals and Metrics Together
These targets should serve as a North Star for both teams. For instance…If the sales target is $5M in revenue over the next year, how many new clients does this represent? How many conversations are needed to close one client? You get the point.
#3 – Foster Open Communication and Regular Meetings
Marketing and business development are two sides of the same coin. Regular meetings keep both teams aligned and aware of each other’s activities. Keep the lines of communication open and make sure both teams are up-to-speed.
#4 – Collaborate on Campaigns and Content Strategies
Blend marketing’s audience insights with business development’s client feedback to create powerful campaigns and content strategies. Business developers know what clients want; marketers know how to reach them. It’s not rocket science!!!
#5 – Share Data for Deeper Insights
When both teams have access to the same insights—like win/loss rates, website analytics, and customer journey data—they can work together to optimize efforts. This shared understanding creates a feedback loop that improves both teams’ performance over time.
Okay… so now what?
The fastest growing firms understand that marketing and business development must operate as one. Start by evaluating the gap between these functions in your organization. Then, take concrete steps to align goals, strategies, and incentives. A good starting point is asking yourself:
- Do business development and marketing operate around a shared understanding of your firm’s ideal client?
- Do they operate under shared, measurable goals?
- Are their incentives aligned?
If you’re looking for more detailed guidance, reach out. We are here to help.
