Breaking BizDev

The role you play in developing new business changes as you grow throughout your career. Whether you're a junior practitioner, mid-career professional, or seasoned industry veteran, this episode is for you. John and Mark explore how firm employees—regardless of tenure—can (and should) contribute to developing new business. In this conversation, we cover: The importance of research and being e...

Mitigate risk and navigate the contracting phase effortlessly In Part 3 of this deep dive into the "Create, Choreograph, Contract" framework, John and Mark break down what happens between a verbal agreement and a signed contract. They look at the emotional and practical aspects of risk in decision-making processes, how both clients and consultants can manage and mitigate uncertainties, a...

Make your sales process look effortless and feel frictionless. In Part 2 of their deep dive into the "Create, Choreograph, Contract" framework, Mark and John explore the importance of deliberate and structured interactions with buyers, like how mirroring and reflecting can establish trust, and how seeking permission at each step ensures both parties are aligned. In this conversation, you...

Yes, it is possible to get off the RFP hamster wheel.  In Part 1 of their deep dive into the "Create, Choreograph, Contract" framework, John and Mark uncover the secrets behind creating the firm you want by breaking down different market segments, leveraging your network, and the power of proactive opportunity creation. In this conversation, you'll learn: The "iceberg" con...

Is your BD process disorganized? Disjointed? Nonexistent?  Consider using this 3-part framework to get your sales back on track.  In this episode, Mark introduces his three-part business development framework, "Create, Choreograph, Contract", aimed to help doer-sellers and dedicated business developers create a cyclical process for winning new business. In this conversation, you'll...

If you're an engineer, architect, advisor, or consultant, chances are at some point in your career you'll need to learn how to develop new business.  On this episode, Mark explains how experts and firms can create a "sales competency matrix" that helps firms identify and then build competence in specific areas. He does this by mapping 6 sales competencies across 5 levels of mas...

Understand your buyers. Win more business. That's what an Ideal Client Profile (ICP) helps you do.  In today's episode, John and Mark explore why understanding your ideal client profile is essential for aligning your sales and marketing efforts, and offer examples of how to apply your ideal client profile (ICP) in business development activities. On this episode, we'll explore:   00...

Why do we always cheer for the underdog? Think about your favorite underdog story. Chances are, you want to see David beat out Goliath.  Well, the same thing that gets you to root for Rudy or the Bad News Bears is the same thing that's killing your firm...  In this episode, John and Mark break down "the underdog effect" and how it can cause you to chase after projects you have only...

Your revenue projections are your firm's crystal ball.  If your backlog, pipeline, and projections are organized, it can position your firm in a way to do healthy, proactive marketing to win highly profitable work. In this episode, John and Mark break it all down: How marketing can make both a short- and long-term pipeline impact How marketing's goal should be different for active, passi...

Midway through your fiscal year, any business is faced with one of three revenue pacing scenarios: You’re exceeding expectations You’re exactly where you thought you’d be You’re not meeting original revenue targets  On this episode, Mark breaks down different ways to set revenue goals (revenue per employee, calculating potential revenue, and using a net multiplier) and how to factor in weight base...

CRM platforms like Salesforce and HubSpot were designed to sell SaaS products. Not professional services. And yet you find yourself face-to-face with a tech salesperson who presents a glimmer of hope: with a new CRM system, you'll grow revenue, your team will be rowing in the same direction, and you'll close deals faster.  The reality? You're left with bloated operating expenses and...

Your decisions are influenced by natural psychological forces.  Whether that's deciding on which coffee size to select, or which firm to work with... cognitive bias is at play. On this episode of Breaking BizDev, John and Mark share 7 cognitive biases that shape new business development, and share how you can use them to help buyers make better, more informed decisions: Anchoring Messenger Ef...

We're not the only ones who think BizDev needs a smack-down. For several months now John and Mark have beaten up and broken down various business development topics like prospecting, content marketing, pricing, events, proposals, referrals, and even job descriptions. A while back, we had this idea to go out and ask some friendly contacts what *they* believe is broken in business development....

How should experts and busy doer-sellers approach prospecting? On this episode, John and Mark share three specific examples of multi-channel prospecting sequences that your firm can put into practice right away using LinkedIn, email, and the phone: A two-week cohort-based prospecting sequence A 120-day, podcast-led prospecting sequence A post-conference follow-up prospecting sequence If you found...

Whether you believe it or not, lead generation is possible for your firm.  On this episode of Breaking BizDev, John and Mark break down 7 content marketing frameworks that can be used to generate leads in professional services: The Email Newsletter The Podcast Flywheel Original Research Influencer Co-Creation Content Darwinism Demand Capture Funnel Content Recycling Read more detail in this blog p...

Do you really need to hire a full-time role for sales, marketing, HR, finance, or other internal business functions? In this episode, John and Mark break down the benefits of working with fractional consultants in professional services. They discuss the different scenarios in which it makes sense to work with a fractional consultant, and examples of fractional consulting engagements. - Scenario 1:...

In this episode, John & Mark explore the variety of roles and skills needed for professional services firms to develop new business today. Having strengths across both marketing and sales is essential for driving business growth. This conversation covers: Key marketing roles like digital marketing specialist, web developer, graphic designer, and marketing director Examination of sales roles li...

John and Mark provide an in-depth look at effective prospecting targets, tools, and techniques for doer-sellers in professional services firms—a critical part of the lead generation toolkit. Here are the key points covered in this conversation: Prospecting involves proactive outreach to uncover new opportunities and lies on the sales side of marketing. Mark uses an iceberg analogy to explain marke...

On this episode, John and Mark share 10 ways to suck at conferences and events for professional services firms:  Just show up Write a big check for a sponsorship and then send a couple people to “network” Don’t set goals Never try to speak or present at a conference Do zero pre-event outreach or post-event follow-up Never, ever research the event audience Don’t build anticipation with your network...

Pricing is a major lever for revenue and growth, but most business development professionals are not involved in setting price. In most firms, there are a three main approaches to pricing  services: Cost-plus Market-based Value-based  In this episode, John and Mark beat up pricing and offer a new perspective to help you guide buyers to making the right decision. You'll hear them discuss: Why...

Delve into the importance of *showing* that you understand your buyer in the sales process. Craft a standalone "Statement of Understanding" as a foundation upon which to develop a solution. In this episode, John and Mark break down the importance of understanding. Listen to hear perspective on: The importance of true understanding  The power of listening Critical elements of the statemen...

On this episode, John and Mark beat up a few metrics like "leads" and "win rate" and share 5 marketing and 5 sales numbers professional services firms should be paying attention to if they want to grow their firm. Top 5 Marketing Metrics: Qualified Opportunities by Source Client Lifetime Value Client Acquisition Cost Revenue by Source Return on Marketing Investment Top 5 Sales...

In professional services, people are your biggest asset. Especially when it comes to developing new business. Unfortunately, many firms set people up to fail before they're even hired, which could translate to stagnant growth as a result. It all starts with the job description. In this episode, we beat up disastrous job descriptions for the following roles in professional services firms: BD M...

The client success story can go by many names; case story, case study, use-case, past performance, the list goes on...  But how should it be structured? When can it be used? How can it be used for marketing? For sales? In this episode, John and Mark break down the client success story in professional services—what it is, how it’s used, and mistakes to avoid. The Client Success Story Framework: The...

LinkedIn is the primary social media platform for most professional services firms. But oftentimes, it's not used as effectively as it could be to build visibility, generate leads, and move prospects along a buying journey.  In this episode, John and Mark break down how to use LinkedIn for business development (marketing + sales). You'll be sure to pick up actionable strategies and tacti...