Breaking BizDev

For consulting firms that have exhausted their network and the referral well has run dry, a digital marketing strategy is essential to attract new clients. But how? In this episode, Mark and John walk through a step-by-step framework perfect for experts and firms who need to reach a broader audience to generate new business opportunities. This doesn’t mean you need to become a well-known celebrity...

Professional Services. It's in the name. If you're in professional services, you're in the business of SERVING clients. On this episode of Breaking BizDev, John and Mark take a look at the transformative power of adopting a client-centric mindset in marketing and sales activities. Listen to this episode and you'll hear: From selling to serving—an overview of the core mindset sh...

*Trust* is what wins new business in professional services...but your ideal clients can't trust you if they don't *like* you, and they can't like you if they don't *know* about you.  On this episode of Breaking BizDev, John and Mark break down "the mere exposure effect," also referred to as the "familiarity bias" and how firms and experts can take advantage...

Say goodbye to feast and famine. In this episode of Breaking BizDev, John Tyreman and Mark Wainwright tackle the elusive concept of monthly recurring revenue (MRR) for professional services firms.  Tired of the roller coaster of income highs and lows? We unpack why MRR isn't just for SaaS companies and how your firm can apply it to smooth out those wild fluctuations in revenue. Along the way,...

In this episode of Breaking BizDev, John and Mark dive into the complexities of business development within the accounting industry, like the steep challenges of differentiation, pricing models, and the annual scramble leading up to tax day. John shares his extensive experience with accounting firms and highlights insights gathered from the 2025 Association for Accounting Marketing (AAM) Summit Co...

Welcome back to another episode of Breaking BizDev. Join hosts John Tyreman and Mark Wainwright as they dive into why proposals often fail and what you can do to improve them. From the self-diagnosis of client's needs to the common mistakes in crafting and submitting proposals, this episode provides actionable insights and tips.  Whether you're a seasoned professional or new to business...

Lead generation is a major challenge for many professional services firms. In this episode of Breaking Biz Dev, Mark and John break down possibly the most critical element of lead generation: your offer strategy. What value are you offering? And what’s the call to action? In this episode, you’ll hear: The roles of free vs paid offers in lead generation How these offers work together in your market...

In this episode of Breaking Biz Dev, John and Mark take the Rainmaker model out to the alley for a well-deserved beatdown, highlight three (really) bad reasons to hire a rainmaker. In this episode, you’ll hear: What is a ‘Rainmaker’ anyway? Various ways firms organize their sales functions How buyers evaluate professional services firms Really bad reason #1 - you don’t know how to sell Really bad...

Proper planning prevents poor performance. Say that 10 times fast. In this episode, John and Mark break down the elements of an effective sales call plan, sharing insights from real-world experiences and highlighting the importance in driving better business outcomes. They walk through the crucial elements that make up an effective call plan and emphasize the significance of preparation, especiall...

Send us your feedback in this 3-min survey and help shape the future of Breaking BizDev. Is there a topic you want us to cover?  Are there different segments or formats we should consider? What’s your preferred way to listen? Let us know! In this short bonus episode, John and Mark share some early feedback from the listener survey, and how you can participate and help steer the conversation.  Take...

Turn your firm into a trusted and respected leader in your niche. In this episode, John and Mark explore how firms can not only effectively differentiate against competitors, but actually how to apply that differentiation in their marketing and sales activities. In this conversation, we cover: The nuanced differences between focus, specialization, and positioning Reasons why firms should embrace s...

“We’re in a bad economy…” “We’re experts. We’re never wrong…” “We’re up against tough competition…” "Our point of contact was a jerk..." …but what if it’s not them? What if it’s you? In this episode, John and Mark dissect what it truly means to be accountable when you lose a prospective client. We dig into the obstacles that professionals encounter when owning up to losses and present ac...

Imagine you could fast-forward your firm's growth and watch it like a time-lapse video going through different stages: Solo  Small  Mid-size  Enterprise What needs to happen in your sales and marketing functions to achieve growth at each stage? How do sales and marketing challenges evolve? That's what this episode is all about.  Listen as John and Mark guide you through this sales and ma...

Discover the art of being utterly indistinguishable from your competition. In this episode, John and Mark dive into the art of blending in, unveiling the tongue-in-cheek strategies to completely lose your edge and suck at differentiation. Listeners will learn how to avoid standing out, ensuring a legacy of mediocrity.  Join us for a humorous—yet insightful—look at what not to do, ensuring you gras...

When you think of the word ‘salesperson,’ what comes to mind? In this episode, John and Mark explore how professionals can shed ineffective sales habits and adopt a more authentic, client-centric mindset based on inquiry and curiosity. With guest insights from Mel Lester and Blair Enns, you'll learn why introspection and a shift from selling to serving can lead to more satisfying and successf...

It's easy to get caught up working too much *in* the business and not enough *on* it. If you're feeling similar these days, bookmark this episode and hear the breakdown of the four activities you might have overlooked as the calendars turned: Talk to your clients Optimize your client portfolio Update service packaging and pricing Create a talent management & development plan Improve...

Align yourself with other consultants in-orbit around your clients to deliver more value. Strategic partnerships can transform the way your business grows, turning the equation 1 plus 1 into something much greater. In this episode, John and Mark uncover the value and opportunities hidden within strategic partnerships for professional services firms. They explore how combining resources with the ri...

Win new business from accounts that share a common characteristic. This way, you can build your brand and create efficiencies. In this episode, John and Mark explore how firms can build Segment Development Plans that help firms grow relationships with prospects that represent a specific kind of client account. Combining SWOT analysis with targeted marketing efforts, business developers can use the...

Transform the way you grow key accounts. Yes, you can achieve revenue growth and strengthen client relationships by developing comprehensive account development plans. In this episode, John and Mark share how to co-create effective account development plans with your clients. In this conversation, we answer key questions like: Why is it important to expand business with organizations you’re famili...

Emotion drives purchase decisions more in B2B than B2C. Let that sink in. Yes, even when selecting professional service providers, emotion plays a major factor in decision-making. The relationships we forge and the stories we tell influence opportunities, contracts, and the clients we work with. In this episode, John and Mark delve into proven storytelling frameworks that can help professional ser...

Unlock the full potential of your firm's ability to *create* new business by mastering both inbound and outbound revenue generation activities. In this episode, John and Mark explore the synergy between inbound and outbound business development activities and how they can work together to produce exceptional outcomes. They discuss the importance of both approaches, how firms can effectively h...

Coffee isn’t just for closers.  Buyers can smell your commission breath. Good salespeople don’t have all the answers.  In this episode, John and Mark bring on voices from other sales and marketing experts in the professional services realm. Featuring clips from Blair Enns , David C. Baker , Jason Mlicki and Jeff McKay , this episode explores the importance of mindset in developing new business: Th...

Believe it or not, lead generation can actually work. Even for accounting, AEC, or consulting firms. In this episode, John and Mark break down the importance of lead generation, exploring why firms need to take it seriously beyond just waiting for RFPs. They highlight various lead sources, compare inbound and outbound strategies, and discuss effective multi-channel approaches. In this conversation...

Get a behind-the-scenes look at Breaking BizDev. In this episode, John and Mark pull back the curtain on the production process, the technology they utilize, and how they're building listener engagement. From their first episode to their vision for the future, you'll hear what has worked, what hasn't, and their plans moving forward. 0:00 Intro 1:50 Origin story 10:40 Listener shout...

Leadership transition is a major brand milestone and a cultural crossroads. So what role does sales and marketing play? In this episode, John and Mark explore how sales and marketing both support succession planning and leadership transition. In this conversation, you'll learn: Why it's important to expose young team members to sales and marketing early in their careers How practice, fai...