Unlock the full potential of your firm's ability to *create* new business by mastering both inbound and outbound revenue generation activities.

In this episode, John and Mark explore the synergy between inbound and outbound business development activities and how they can work together to produce exceptional outcomes. They discuss the importance of both approaches, how firms can effectively harness these strategies, and the potential pitfalls when they're misaligned. In this conversation, we cover:

• The core differences between a magnetic, attraction-based inbound approach and a proactive, outreach-driven approach.
• How to balance and synchronize inbound and outbound activities for maximum business development impact.
• Real-life examples demonstrating the effective use of inbound content in outbound sales efforts.
• The signs and risks of misalignment between marketing and sales teams and how to avoid them.
• Practical tips for creating a seamless feedback loop between marketing and sales to optimize lead generation and nurturing initiatives.

www.breakingbizdev.com

Coffee isn’t just for closers.
Buyers can smell your commission breath.
Good salespeople don’t have all the answers.

In this episode, John and Mark bring on voices from other sales and marketing experts in the professional services realm. Featuring clips from Blair Enns, David C. Baker, Jason Mlicki and Jeff McKay, this episode explores the importance of mindset in developing new business:

• The significance of habit-building and mastery of both marketing and sales
• Why it’s important to maintain a low self orientation and avoid selfishness
• The pitfalls of relying on RFPs and the benefits of a proactive strategy
• How to avoid slipping into a salesperson ‘alter ego’
• The impact of sleazy sales tactics on client relationships

Win Without Pitching: https://www.winwithoutpitching.com/
Punctuation: https://punctuation.com/
Rattleback: https://www.rattleback.com/
Prudent Pedal: https://www.prudentpedal.com/

www.breakingbizdev.com

Believe it or not, lead generation can actually work. Even for accounting, AEC, or consulting firms. In this episode, John and Mark break down the importance of lead generation, exploring why firms need to take it seriously beyond just waiting for RFPs. They highlight various lead sources, compare inbound and outbound strategies, and discuss effective multi-channel approaches. In this conversation, you’ll learn:

• How we define a “lead” in the context of a professional services firm
• Why many expert firms don’t believe in generating leads
• The point in a firm’s growth cycle where firms explore lead generation
• Various sources that have contributed leads to both John and Mark’s businesses
• Examples of firms that are doing lead generation effectively today

www.breakingbizdev.com

Get a behind-the-scenes look at Breaking BizDev.

In this episode, John and Mark pull back the curtain on the production process, the technology they utilize, and how they're building listener engagement. From their first episode to their vision for the future, you'll hear what has worked, what hasn't, and their plans moving forward.

0:00 Intro
1:50 Origin story
10:40 Listener shout outs
13:47 Top 3 episodes
21:24 Experiment recap
27:15 Future possibilities

www.breakingbizdev.com

Leadership transition is a major brand milestone and a cultural crossroads.

So what role does sales and marketing play?

In this episode, John and Mark explore how sales and marketing both support succession planning and leadership transition. In this conversation, you'll learn:

• Why it's important to expose young team members to sales and marketing early in their careers
• How practice, failure, and learning play a pivotal role in developing the next generation's sales acumen and business skills.
• The impact of a firm’s marketing and branding strategy during leadership transitions
• Techniques for democratizing expertise within the firm to reduce over-reliance on individual leaders and shield the organization from turnover risks.
• The significance of systematizing the business development process

www.breakingbizdev.com

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.

www.breakingbizdev.com

Mitigate risk and navigate the contracting phase effortlessly

In Part 3 of this deep dive into the "Create, Choreograph, Contract" framework, John and Mark break down what happens between a verbal agreement and a signed contract. They look at the emotional and practical aspects of risk in decision-making processes, how both clients and consultants can manage and mitigate uncertainties, and how to handle other parties like legal and finance in the contracting phase. In this conversation, you'll learn:

• How to manage and mitigate risk without dropping price
• How to understand—rather than handle—objections
• The importance of maintaining focus on results
• How to approach legal and accounting during contracting
• Negotiation strategies to anticipate potential issues and ensure progress

www.breakingbizdev.com

Make your sales process look effortless and feel frictionless.

In Part 2 of their deep dive into the "Create, Choreograph, Contract" framework, Mark and John explore the importance of deliberate and structured interactions with buyers, like how mirroring and reflecting can establish trust, and how seeking permission at each step ensures both parties are aligned. In this conversation, you'll learn:

• The four essential stages of the sales process: qualification, discovery, recommendations, and negotiation, each with tailored strategies for success.
• The power of mirroring and reflecting through body language, words, and posture to create a comfortable rapport.
• How to use tactical empathy tools to foster open and vulnerable dialogue.
• The importance of synchronous conversations for avoiding misinterpretation and ensuring clarity.
• Techniques for managing negotiations through conversation, addressing red lines and understanding the reasons behind edits.

References:

• Understanding the Trust Equation, Charles H. Green
• Never Split the Difference, Chris Voss
• Permission Marketing, Seth Godin

www.breakingbizdev.com