Marketing and business development should work together to drive firm growth, but too often, these teams operate separately. Marketing creates content that business development does not use, while business development seeks leads that marketing is not generating. The result is inefficiencies, wasted resources, and missed opportunities.

A structured marketing review can help identify where things are falling apart and create a more unified, strategic approach to client acquisition and retention.

The cost of misalignment between marketing and BD

When marketing and business development are not aligned, it can have a significant impact on business performance.

One common issue is a disconnect between the content marketing produces and the needs of business development. Marketing may create reports, blog posts, and social media content that do not support the conversations business development is having with potential clients. This results in content that is underutilised and fails to contribute to lead conversion.

Another issue is a lack of clarity on lead generation. Business development teams often expect a steady pipeline of high-quality leads, but marketing may be focusing on brand awareness rather than targeted lead generation. Without an agreed strategy, both teams may feel frustrated by a lack of measurable results.

A lack of consistency in messaging is another challenge. Prospective clients may hear different messages depending on whether they engage with marketing materials or speak directly with business development. This inconsistency can create confusion and reduce trust in the firm’s expertise.

Without a structured review, firms may struggle to identify these inefficiencies, resulting in lost opportunities and a weaker market position.

What a marketing review uncovers

A marketing review provides firms with an opportunity to assess whether their marketing efforts are supporting business development objectives. By taking a structured approach, firms can uncover key areas where marketing and business development are not aligned.

One area of focus is whether marketing activities are aligned with business development priorities. A review can reveal whether marketing campaigns and content support the firm’s overall business objectives or if they are operating independently of business development goals.

A review can also highlight gaps in lead generation and conversion strategies. It can assess whether leads are being properly captured, qualified, and followed up on by business development, ensuring that no potential opportunities are lost.

Another key area is the effectiveness of marketing content. A review can determine whether the materials marketing produces are being used by business development and whether they help nurture leads through the sales funnel.

By identifying these issues, firms can move from a reactive, disjointed approach to a more strategic, results-driven marketing and business development process.

Key areas to assess in your review

A marketing review should evaluate several key areas to ensure marketing and business development are working together effectively.

• Goals and strategy – Are marketing and business development aligned on their objectives? Do both teams understand how their efforts contribute to business growth?
• Lead generation and nurturing – Are leads being properly captured, qualified, and followed up on? Is there a system in place to ensure no potential clients fall through the cracks?
• Content and messaging – Does marketing produce materials that help business development engage prospects and close deals? Are key messages consistent across all channels?
• Technology and tools – Are both teams effectively using CRM systems, marketing automation tools, and analytics to track progress and measure success?
• Collaboration and communication – Do marketing and business development teams meet regularly? Is there a clear process for feedback and strategy refinement?

By addressing these areas, firms can build a stronger, more integrated marketing and business development strategy.

Steps to realign marketing and BD

If a marketing review highlights areas of misalignment, there are several steps firms can take to bring marketing and business development into better alignment.

• Establish a joint strategy – Marketing and business development should work together to define shared goals and key performance indicators, ensuring that both teams are accountable for driving business growth.
• Improve communication – Regular meetings and shared reporting structures help ensure that both teams stay aligned and work towards the same objectives.
• Integrate data-driven decision-making – Firms should use analytics to track the success of campaigns, monitor lead conversion rates, and refine their approach based on performance.
• Ensure marketing content supports business development conversations – Firms should create content that is specifically designed to help business development teams nurture leads and close deals more effectively.
• Review the client and prospect journey – A marketing review should assess where potential clients drop off in the engagement process and refine the marketing and business development approach to improve conversion rates.

By taking these steps, firms can ensure that marketing and business development work together as a cohesive unit, driving better results and maximising the impact of their efforts.

When marketing and business development are not aligned, it is not just an operational challenge, it is a revenue issue. Firms that fail to integrate these functions effectively risk losing business to competitors who have a more coordinated approach.

A structured marketing review is the first step in identifying gaps and creating a more cohesive, results-driven strategy. By ensuring that both teams are working towards the same goals, firms can improve lead generation, strengthen client relationships, and drive business growth.

Need help

If you would like help with your marketing, bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, the UK, and Europe, specialising as a legal marketing consultant. Please get in touch or book a free 30-minute consultation.

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