Likewise, following what McKinsey quoted, We partner with leaders to accelerate growth, build businesses and organizations, and nurture young talent.

In our literature, Business Development as a set of tasks and processes to develop and implement growth opportunities within (and between) organizations in a sustainable and profitable way, is a value and our mission. We learned within 2 decades that this is a very STRATEGIC and two-dimensional activity since it has to look either our company as A SYSTEM and also out of the SYSTEM boundaries as “ENVIRONMENT” simultaneously.

At first glance, there seems to be a lot of overlap between business development and marketing, but there are some key differences:

-        Marketing is primarily about attracting new leads and customers. Business development is about building relationships with organizations to generate new opportunities

-        Marketing is the customer-facing branch of your org. As we mentioned, the primary goal is to attract customers. This is done in three ways: 1) Identifying your ideal customers by creating an Idea Customer Profile (ICP), and 2) Maintaining a consistent brand and using various channels (website, social media, ads, etc.) to stay at the top of your ideal customers’ minds. 3) Educating customers about your organization, products, and offers. In many cases — usually with smaller B2C offerings — this is enough to get a prospect ready to buy. At that point, they’ll either call your sales team or make a purchase on your site. For everyone else, especially B2B, marketing is only the first stage in the journey, and this is where business development comes in. Business Development Activities Business development is all about relationships. The primary goal is to form strategic partnerships and relationships with other organizations in your target market. This may include developing a relationship with a lead founder to push them closer to a sale. It can also mean leveraging current relationships to generate referrals and develop new markets in different geographic areas.