UNDERSTANDING

Marketing
Business
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
“The Circus is Coming to Vasant Vihar
Sunday!!!”

[Advertising
Walk an elephant through
town...

[Promotion
Elephant walks through the CM’s flower bed...

[Publicity
Get the CM to laugh about it...

[Public
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
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