what's the difference between marketing, business development and client development?

UNDERSTANDING

MarketingBusiness Development

Client Development

Marketing is about influencing opinions and attitudes.

Business Development is about influencing and encouraging action.

Client Development is the retention, expansion and growth of revenues derived from existing clients.

Three Different, Yet Interdependent Disciplines

Marketing sets the stage, providing exposure of products or services

Business development connects people to products and services

Client development, where everyone works to expand existing relationships

MARKETING

[Advertising]

“The Circus is Coming to Fairgrounds Sunday!!!”

[Promotion]

Walk an elephant through town...

[Publicity]

Elephant walks through the Mayor’s flower bed...

[Public Relations]

Get the Mayor to laugh about it...

Get people to think of elephants, trapeze artists, clowns and fun, instead of carnies, pickpockets, whining kids and

overpriced fiberoptic necklaces required to stop the whining...

[BRANDING]

If you planned the whole thing,

that’s MARKETING

BUSINESS DEVELOPMENT

Add a birthday party option

[Connection]

Ring Master shakes hands with parents and kids who attend....

[Encouraging Action]

Ticket buyers are so happy about their experience that they tell their

friends...

[Influencing Decisions]

If you planned the whole thing, that’s

BUSINESS DEVELOPMENT

CLIENT DEVELOPMENT

Publish educational literature for circus lovers...

[Stay top-of-mind]

Host a picnic for VIP’s...

...where guests can mingle with performers

…and receive an autographed poster

...ride an elephant

[Expand existing relationships]

If you planned the whole thing, that’s

CLIENT DEVELOPMENT

Together, it becomes the story others will tell about your service,

product or company!

Marketing, business development and client development are interdependent.

Marketing sets the stage, providing exposure of products or services

Business development connects people to products and services

Client development involves everyone working together to expand existing relationships

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