This morning, on the SMPS member and CPSM listserves, I started (what I hope will develop into) a discussion of how to define business development (BD) and marketing.
Some people say BD is all the client interaction up to the opportunity to submit an SOQ or a technical proposal and marketing begins when you start developing a submittal. Others say that marketing is all the client interaction up to the opportunity to submit an SOQ or technical proposal and BD begins when you start developing a submittal. Still others separate the writing of SOQs and proposals from both BD and marketing, and give these writer folks their own department!
I think that a lot of industry interaction, among marketers and between marketers and technical folks, would be easier if there were agreed-upon definitions for these two terms that were accepted throughout the industry. But that's not the whole answer either.
Many folks, particularly BD folks, believe that BD must lead the effort with marketing in a support role. Others, particularly marketers, believe that marketing should lead the effort. Personally, I don't think it matters which one leads, nor does it matter what you call the leader or the department. As long as that leader has a good appreciation for both sets of skills and activities.
What we have to remember is that BD and marketing are merely two components of a larger activity. They, along with proposal/SOQ writing, public relations, client relationship management and other activities, are all parts of the overall process of Business Acquisition. And business acquisition is what it's all about.
It doesn't matter whether your involvement is in finding and opening doors, building relationships with potential and existing clients, writing technical proposals and qualifications packages, developing the short-list presentations, making the presentations, attending trade shows and technical conferences, writing articles and press releases, working on public involvement activities, building relationships with the press, or any combination of these and related activities. It is all part of how your firm acquires business.
Every activity that helps your firm acquire business has equal importance and needs to have equal recognition within the firm.