In big-ticket B2B and institutional sectors, business development leads the 'sales' effort to achieve business growth, both from existing clients and Key Accounts, as well as new client prospects. Marketing, on the other hand, is often seen as a second-line support to the fee earners, to deliver passive CRM, often in the form of events and client entertainment. Both functions can be poorly co-ordinated and incredibly wasteful. BD and Marketing are interdependent on each other if their combined efforts are to become more strategic, more measurable, more accountable and ultimately more effective. There are some important and practical lessons to be learned from professional services firms.
Speakers Include:
Guy Bigland, Founder, Demonstrandum
Julian Wells, Director, Whitecap Consulting
