The role you play in developing new business changes as you grow throughout your career. Whether you’re a junior practitioner, mid-career professional, or seasoned industry veteran, you can (and should) contribute to developing new business.
Everyone can contribute to a winning team. Photo by Adrià Crehuet Cano on Unsplash
You didn’t become an engineer, consultant, architect, or other expert to be great at marketing and sales. In fact, you may have decided very early on that you wanted nothing to do with those things. But as this post highlights, developing some level of mastery with marketing and sales at all career stages is critical to your success.
Most professional services firms are built on a foundation of technical expertise and relationships. But what happens when referrals stop coming in? You need to do ‘business development’ — a nebulous term that often conflates sales, marketing, operations, HR, and the kitchen sink.
On the Breaking BizDev podcast, John Tyreman and Mark Wainwright break down, beat up, and redefine ‘business development’ for the modern professional services firm. This co-hosted commentary-style show shares stories, perspectives, and actionable tips that you can put into practice today.
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The role you play in developing new business changes as you grow throughout your career.
Whether you're a junior practitioner, mid-career professional, or seasoned industry veteran, this episode is for you. John and Mark explore how firm employees—regardless of tenure—can (and should) contribute to developing new business. In this conversation, we cover:
- The importance of research and being exposed to BD processes early in professionals' career
- Building peer-level relationships within client organizations for long-term success.
- Strategies for mid-career professionals to build their personal brands and engage in content creation.
- Mentoring the next generation by allowing them to learn through their own experiences and mistakes.
The Importance of Early Exposure to Business Development Skills
In the early stages of a practitioner’s career, there’s often a strong emphasis on developing technical expertise and focusing on billable work. This is understandable for young professionals, but to start preparing them for firm leadership, they should be exposed to what it takes to find and win new business. Technical knowledge is important, but to truly thrive and climb the career ladder, it’s essential to develop business development (BizDev), marketing, and sales skills—alongside technical proficiency.
The “Technical Expertise is Everything” Trap
One of the first hurdles junior professionals often face is the belief that technical expertise alone will propel them to success. Certifications, degrees, and licenses are certainly valuable, but they are only one piece of the puzzle. While it’s essential to hone technical skills, being aware of how BizDev fits into your career trajectory is crucial for long-term growth.
Research: A Key BizDev Skill for Early Practitioners
One of the most practical and impactful BizDev activities for early-career professionals is research. Even without extensive experience, junior practitioners can make significant contributions by conducting market research, analyzing competitors, tracking industry trends, and identifying thought leaders. This research provides insights into the landscape, helping to identify new ideas and potential client opportunities.
At this stage, the focus should be on gathering information and becoming familiar with the marketplace, competitors, and industry leaders. A few years out of university, young professionals are accustomed to research and can often find information faster and more efficiently than others.
Operational Marketing: Learning the Process
Beyond research, early-career professionals can contribute to operational marketing tasks that build foundational knowledge. However, it’s important not to place them directly into advanced roles, such as managing booths at conferences or representing the firm at large events, for which they may not yet be equipped.
Instead, junior practitioners can focus on tasks like managing the firm’s website, organizing blogs, and curating content created by more experienced team members. These operational tasks allow them to understand the process behind marketing—how firms communicate value, engage with clients, and position themselves in the marketplace.
Exposure to Sales Language and Processes
Sales can often seem intimidating to those just starting their careers, but gaining early exposure to sales language and processes is crucial for long-term growth. It’s beneficial for junior professionals to be involved in activities such as proofreading proposals, sitting in on sales calls, or observing how contracts are structured.
This early involvement allows them to understand how business development works in practice, from pricing strategies to contract negotiations. Even small tasks, like reviewing a contract or sitting in on client calls, help early career professionals start to learn the language and activities used in sales, building a comfort and confidence early.
Building Peer-Level Relationships
Another key aspect of early exposure to BizDev is relationship building. Instead of focusing solely on senior members of client teams, junior professionals should also form peer-level connections with counterparts in client organizations. One can think of this as “laddering” relationships, with long-time, mid-level, and early-career professionals identifying and building relationships with individuals in their client organizations at similar career points.
Developing peer-level relationships early on helps set the stage for long-term success. Over the years, these connections can evolve into meaningful professional relationships that drive business and collaboration—and create meaningful interpersonal ties that we all need in work and in life.
Takeaways for Early-Career Professionals
- Don’t rely solely on technical expertise; embrace marketing, sales, and BizDev as essential career skills.
- Start with research: Dive into competitor analysis and market trends to develop a strong understanding of the business landscape.
- Focus on operational marketing tasks like managing content to learn the marketing process.
- Gain exposure to sales processes: Sit in on calls, proofread proposals, and learn the language of selling.
- Develop peer-level relationships with counterparts at client organizations to build long-term, mutually beneficial connections.
By engaging with BizDev early on, young professionals can contribute more to their firms and position themselves for future leadership roles.
Mid-Career Growth: Building Skills for Long-Term Success
As professionals transition into mid-career, they begin to take on more responsibilities, not just within their roles but also in client interactions and business development. InWhile continuing to build peer-level relationships previously discussed, mid-career professionals can lead marketing and sales efforts that produce the results their firms need.
Building a Personal Brand
At the mid-career stage, professionals should focus on establishing and growing their personal brand. Personal branding isn’t just about self-promotion—it’s about demonstrating expertise, building credibility, and becoming recognized as a thought leader in your field. Whether it’s publishing articles, speaking at industry events, sharing insights on social media, or even starting a podcast or newsletter, creating content is a powerful way to position yourself as an expert.
Firms often claim that their people are their greatest asset, but many are hesitant to invest in their employees’ personal brands. However, aligning individual personal branding efforts with the firm’s goals can create a powerful synergy. This benefits both the individual and the organization, as it helps generate new business, strengthen the firm’s reputation, and attract the kinds of clients and projects that align with both the firm and the professional’s expertise.
Sales Activities for Mid-Career Professionals
Mid-career professionals also begin to take a more active role in sales activities, contributing to business development beyond the marketing sphere. These professionals may start supporting proposal creation, participating in sales conversations, or even leading them. At this stage, they develop trusted advisor relationships with clients, positioning themselves as the go-to experts.
Mid-career professionals should also focus on prospecting—actively reaching out to potential clients and leveraging their existing professional network for referrals. This outreach is a critical component of growing business opportunities and fostering new relationships. Practicing these sales skills, along with continuous learning and improvement, helps develop the necessary BizDev acumen for future leadership roles.
Takeaways for Mid-Career Professionals
- Build Peer Relationships: Nurture long-term relationships with peers within client organizations. These connections will grow over time and provide lasting business opportunities.
- Develop a Personal Brand: Focus on content creation to position yourself as a thought leader. Whether through writing, speaking, or online presence, a strong personal brand attracts new business and strengthens your reputation.
- Engage in Sales: Begin taking an active role in sales efforts, from proposal creation to client prospecting. Practice these skills to lay the groundwork for future leadership in business development.
By cultivating peer-level relationships, building a strong personal brand, and engaging in proactive sales activities, mid-career professionals can set themselves up for long-term success in business development and firm leadership.
Late-Career Contributions: Expertise and Mentorship
As professionals transition into the later stages of their careers—after approximately 20 years of honing their craft—their role evolves to focus not only on driving business but also on cultivating the next generation of leaders. Their expertise, combined with a responsibility to mentor, makes this phase a vital one for both personal legacy and organizational growth.
Continuing to Share Expertise through Marketing
Late-career professionals play an essential role in marketing by consistently sharing their expertise. Whether through writing articles, speaking at conferences, or participating in industry discussions, their voices carry weight and credibility. These seasoned experts often serve as the face of the firm, representing the company’s authority in the marketplace.
Be the “Sage on the Stage“
Event organizers and conference planners are often eager to feature experienced professionals as speakers or panelists. Embracing these opportunities not only enhances personal and firm-wide visibility but also establishes the professional as a thought leader in the field. By making time for content creation, even amidst their other responsibilities, late-career professionals demonstrate leadership in both their craft and their industry.
Mentoring the Next Generation through Sales
On the sales front, the focus for late-career professionals is less about leading every client conversation and more about empowering younger colleagues to take the reins. While seasoned professionals could easily lead the firm’s business development efforts, their greatest contribution lies in teaching others how to succeed.
Creating Opportunities for Junior Colleagues
Mentorship becomes critical at this stage. By actively involving younger team members in sales situations and allowing them to learn from mistakes, late-career professionals provide invaluable growth opportunities. Failure is a powerful learning tool, and firms benefit when younger professionals are given room to experiment, even if they stumble along the way.
Instilling Urgency in Development
One of the most important responsibilities for late-career professionals is fostering a sense of urgency in developing the next generation of leaders. Organizations often don’t realize that their future leaders need to be groomed faster than expected. By pushing junior professionals out of their comfort zones a bit, firms can accelerate their growth and prepare them for leadership roles more effectively.
The Legacy of Leadership
When done right, late-career professionals leave behind a legacy not just of personal achievements but of a well-prepared firm. The goal is to ensure that the next generation is fully equipped to drive business development forward. As these senior professionals transition, they can feel confident that the organization will thrive, thanks to their mentorship and the expertise they’ve passed on.
Key Takeaways for Late-Career Professionals
- For Marketing: Continue to share your expertise publicly through speaking engagements, articles, and industry discussions. This will help strengthen your personal brand and your firm’s reputation.
- For Sales: Focus on mentoring younger colleagues in sales and business development, allowing them to lead, fail, and learn. This accelerates their growth and ensures your firm has a deep bench of future leaders.
- For Legacy: Create a legacy by developing future leaders who can confidently manage business development, ensuring the long-term success of the firm as you transition into the next phase of your career.
Growth and development in marketing and sales can happen at all stages of a professional’s career. All too often, firms overlook opportunities to start early with young team members, give responsibility and freedom to mid-career professionals, and leverage their long-time leaders for their experience and guidance. The winning firms of tomorrow will benefit when they embrace opportunities for marketing and sales across the entire careers of their team members.
Wainwright Insight provides fractional sales management and sales consulting to organizations who want to take control of their pipeline and build future sales leaders—but could use a little, part-time expertise. I work with professional services firms, and the experts in those firms, who need to get better at chasing and winning big deals when the stakes are high.
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