Marketing and Business Development: A Match Made in Heaven

For any relationship to be successful and rewarding, both parties need to have a good understanding of each other, the same goals and aspirations, as well as the capacity to support each other in order to nurture the relationship and see the longevity. We explain why this ethos should be fostered by business development and marketing. 

These days, business development and marketing should be seen as an integrated process, but quite often they can be seen to work autonomously, possibly because it’s ingrained in the company culture and often because there is a lack of understanding or appreciation for the other role. In some organisations, business development is championed, whilst marketing is put on the back-burner and considered desirable but inessential, rather than an integral part of the overall business strategy. 

Here’s how business development and marketing should be working together to see the best ROI, maximise the performance of each department and plan for the long-term:

Communication, Communication, Communication!

What can we learn from the greatest love story of all time? That Romeo and Juliet did not communicate effectively and a certain mixed message ultimately scuppered their plans for eternal bliss. Business development should be feeding back to the marketing department the key messages that will resonate with their target audience, so that marketing can tailor the communications plan. Marketing and business development should be ensuring that all messages communicated are aligned across the company for strength and authenticity.

Marketing and business development – shared hopes and aspirations

From the outset, marketing and business development should work collaboratively to define an overall business plan and to ensure that a common goal is understood by both teams. If business development are establishing what the target leads want and need, the marketing department can ensure that the most effective message is clearly communicated. If both teams know what the end goal is, planning a collective strategy will ensure that the plan is cohesive, effective and has the buy-in from each department.

Commitment and nurturing

Regular meetings will allow the opportunity to review the strategy, feedback on lead generation and identify any gaps in the plan. Marketing and business development teams need to work hand-in-hand to deliver the desired outcomes for their prospects and clients – marketing must commit to supporting business development objectives and, likewise, business development teams need to recognise that without effective marketing teams nurturing psychological relationships between brand and buyer, their job will be so much harder. 

Opposites can attract

Each department has clearly defined roles and a certain skill set, there’s no disputing that, but the objective remains the same – business growth. One cannot effectively function without the insight of the other. Campaigns need to be planned and cohesive but leads then need to be followed up and nurtured. Marketing paves the way but it is up to business development to provide the personal outreach and to invest in the relationships going forward.  

With both teams working harmoniously, they will gain competitive edge against their competitors with their strong brand message and their authenticity. Complimenting each other’s roles will drive the business plan forward and ultimately drive revenue and reduce time wasted on crossed wires and inconsistency. 

We’re no experts in love, but we do understand the importance of strategic marketing and business growth. So if you would like to speak with a member of our team please get in touch.

Happy Valentine’s Day from the Umbrella Marketing Team – and don’t forget to take a look at our marketing packages here!



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