In professional services firms, successful marketing and business development requires marketers, business developers, and subject matter experts to work together.
As a marketer or business developer in one of these firms, you probably rely on the “more business” angle to motivate your subject matters towards such a collaboration.
However, that angle doesn’t always work…
Especially when your subject matter experts are swamped with work. And their time is limited, due to demanding clients, complex projects, and tight deadlines.
You could hit the pause button on your marketing and business development efforts. However, that isn’t an actual option, as it will most likely damage your firm in the long-term.
It’s better to tap into other desires your subject matter experts do have.
Their need to get recognized and respected by others for example. Their urge to gain control over their professional lives. Or, their wish for a smooth and hassle-free work day.
So, instead of saying “Let me help you find more business.”, say something like…
- “Let’s elevate your reputation and influence!”
Collaborate on developing their personal brand.
Position them as trusted advisers to their clients, as go-to experts in their industry, maybe even as public figures.
Facilitate connections with top-tier clients, industry leaders, and influential decision makers. - “Let’s uncover opportunities beyond your profession.”
Generate speaking engagements and publication requests, so your subject matter experts can expand their influence outside of the office.
Raise their profiles and work towards high-impact opportunities, such a board positions and advisory roles.
Pique the interest of (professional) media. - “Let’s increase your control over your business.”
Help them select their ideal clients. Organizations that don’t just provide work. Instead, ideal clients deliver challenging and meaningful assignments.
The kind of work that top talent loves to work on. And allows for a premium positioning in the market. - “Let’s future-proof your business.”
Help your subject matter experts stay relevant in a changing market.
Don’t let them get caught off guard by changes that seem to have little impact in the short-term, but have the potential to disrupt our world and economy in the long-term.
Support your experts in building a legacy. Let them create a name for themselves that lasts beyond their current success. - “Let’s make marketing & business development effortless.”
Track the results of marketing and business development efforts. Understand what works. Improve what needs to be improved. Automate where you can.
Turn your marketing and business development efforts into a tool for growth. And a competitive advantage over all the firms that are currently not making the most of their marketing efforts.
Hope this helps!
This Spark was published as MBD Boost #033 on April 8, 2025.
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