19 episodes
Breaking BizDev John Tyreman & Mark Wainwright
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- Business
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5.0 • 4 Ratings
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In professional services, practitioners, experts, and marketing teams all pitch in to support "business development" for the firm. But what does that even mean?Twice each month, John Tyreman and Mark Wainwright break down, beat up, and redefine "business development" for modern professional services firms. We share stories, perspective, and actionable tips that you can put into practice today. Connect with John and Mark on LinkedIn, or visit www.breakingbizdev.com to learn more.
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What's Broken in Business Development Today?
We're not the only ones who think BizDev needs a smack-down.
For several months now John and Mark have beaten up and broken down various business development topics like prospecting, content marketing, pricing, events, proposals, referrals, and even job descriptions.
A while back, we had this idea to go out and ask some friendly contacts what *they* believe is broken in business development. Their responses spanned nearly the entire marketing > sales continuum referenced on the show:
🔸 Krystn Macomber on what's broken about the go/no-go process
🔸 Florian M. Heinrichs on what's broken about lead generation, especially on Fridays
🔸 Patrick Johnston on what's broken about the sales/marketing feedback loop
🔸 Joe Pope on what's broken about channel selection and deployment of resources
🔸 Perryn Olson on what's broken about branding and firm websites
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Examples of Multi-Channel Prospecting Sequences
How should experts and busy doer-sellers approach prospecting?
On this episode, John and Mark share three specific examples of multi-channel prospecting sequences that your firm can put into practice right away using LinkedIn, email, and the phone:
A two-week cohort-based prospecting sequenceA 120-day, podcast-led prospecting sequenceA post-conference follow-up prospecting sequenceIf you found this episode valuable, please subscribe to the show and leave a rating or review on Apple and Spotify.
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7 Content Marketing Frameworks for Lead Generation
Whether you believe it or not, lead generation is possible for your firm.
On this episode of Breaking BizDev, John and Mark break down 7 content marketing frameworks that can be used to generate leads in professional services:
The Email NewsletterThe Podcast FlywheelOriginal ResearchInfluencer Co-CreationContent DarwinismDemand Capture FunnelContent RecyclingRead more detail in this blog post by John:
www.redcedarmarketing.com/blog/content-marketing-frameworks
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Benefits of Working with Fractional Consultants
Do you really need to hire a full-time role for sales, marketing, HR, finance, or other internal business functions?
In this episode, John and Mark break down the benefits of working with fractional consultants in professional services. They discuss the different scenarios in which it makes sense to work with a fractional consultant, and examples of fractional consulting engagements.
- Scenario 1: Diversifying into a new area without a full-time hire
- Scenario 2: Filling a skills/expertise gap temporarily
- Scenario 3: Accessing consultant networks for additional expertise
- Scenario 4: Fast-tracking training without long-term commitment
- Scenario 5: More efficient use of capital vs. full-time salaries/benefits
- Defining fractional consultants vs. freelancers vs. contractors
- Examples of fractional consultant engagements
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Roles & Skills Needed to Win New Business
In this episode, John & Mark explore the variety of roles and skills needed for professional services firms to develop new business today. Having strengths across both marketing and sales is essential for driving business growth. This conversation covers:
Key marketing roles like digital marketing specialist, web developer, graphic designer, and marketing directorExamination of sales roles like closers, sales managers, and doer-sellers"Messy middle" roles like proposal managers and researchers that straddle marketing and salesReview of necessary sales skills like curiosity, process leadership, emotional intelligenceMarketing skills like analytics, networking, emotional intelligence
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Prospecting for Doer-Sellers: Targets, Tools, and Techniques
John and Mark provide an in-depth look at effective prospecting targets, tools, and techniques for doer-sellers in professional services firms—a critical part of the lead generation toolkit. Here are the key points covered in this conversation:
Prospecting involves proactive outreach to uncover new opportunities and lies on the sales side of marketing.Mark uses an iceberg analogy to explain market segments: actively buying, passively buying, and satisfied with their status quo.Prospecting objectives are to schedule follow-ups, gather information, or increase familiarity.Prospecting outcomes include determining fit, wrong timing, or qualifying an opportunity.Mark walks through an example 14-day sequence for busy doer-sellerswww.breakingbizdev.com
Customer Reviews
Pure gold!
This podcast has been so helpful for my agency as we create our business development processes! I don’t know of any other podcast being this transparent and helpful on the subject!
Great Reminder of the Way Biz Dev SHOULD Be Done
For the busy doer-seller, Mark and John are like the good angels whispering the words of selling wisdom into your ear that either you never learned or have forgotten. In digestible portions, their advice helps strengthen service professionals’ ability to deliver to their clients in pursuit of a shared goal. Essential listening for anyone who wants to hone their sales craft and take the nexts step in their career.