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Business Development’s Role In Account-Based Marketing (ABM)
In our revenue pipeline, business development is the glue that holds everything together — the nexus between marketing and sales.
It’s not just about shaking hands and closing deals; it’s about launching new products, entering new markets, and bringing on new distribution partners to prime the market for the sales team.
Think of business development as the pathfinder that goes ahead, clears the path and explores the terrain (aka “market”) before everyone else arrives.
“If you want to catch the big fish, you better make sure you’ve got the right bait — and someone who knows where to cast the line.”
In a revenue pipeline supported by Account-Based Marketing (ABM), the role of business development is crucial across multiple steps of the process.
How does bizdev do this?
Let’s break it down:
Step 1: Account Selection
Business development’s field insight is invaluable when selecting target accounts. They know which markets have untapped potential and where strategic alliances can be formed. Their input helps ensure that the accounts chosen are not only a good fit for the company’s offering but also ripe for the picking.
