{"id":8178,"date":"2024-07-21T07:00:00","date_gmt":"2024-07-21T12:00:00","guid":{"rendered":"https:\/\/ellevatedoutcomes.com\/?p=8178"},"modified":"2026-06-15T20:01:01","modified_gmt":"2026-06-15T20:01:01","slug":"develop-a-marketing-and-business-development-culture","status":"publish","type":"post","link":"https:\/\/zudigitest.com\/ellevatedoutcomes\/develop-a-marketing-and-business-development-culture\/","title":{"rendered":"Unpopular Opinion: Develop a Marketing and Business Development Culture"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Today, I want to share one of my most controversial stances in all of the land. It\u2019s entirely counter-cultural to all of the coaching programs out there and even most of the business (leadership) books you\u2019ll come across. Here it is&#8230; You, dear business owner, should <em>not <\/em>do all of your company&#8217;s Business Development. Instead: you should slowly and steadily develop a Marketing and Business Development <em>Culture<\/em>.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What is a Marketing and Business Development Culture?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I must admit: Business Development <em>Culture<\/em> is new terminology that one of our beloved clients, <a href=\"https:\/\/www.linkedin.com\/in\/sera-cremona-5a1b015\/\">Sera Cremona<\/a> recently taught me. Sera is the owner of <a href=\"https:\/\/www.cremonaconsulting.com\/\">Cremona Consulting<\/a>, a Business Development consulting firm(!). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cremona Consulting helps mid-large size real estate, construction, and architecture businesses grow their revenue by enrolling teams into an organization&#8217;s business development, through knowledge transfer, repeatable systems, and accountability. And furthermore, they ensure that those trusted with this responsibility feel empowered, excited, and purposeful about their growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sera defines an organization with a Business Development Culture as one where:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The CEO or key executives do <em>not <\/em>hold, nor gatekeep key knowledge and relationships to close deals.<\/li>\n\n\n\n<li>Expectations (and teamwork to support it) make everyone responsible for Business Development.<\/li>\n\n\n\n<li>New business is proactive.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Adding Marketing to this idea is my personal flourish. It means that your Marketing strategy (branding, messaging, digital channels, PR, etc) are integrated with your Business Development. You consider Business Development as one Marketing channel that&#8217;s part of your larger system. In our business, we go so far as putting Business Development as the leading pillar of our entire Marketing strategy. Afterall, I love how <a href=\"https:\/\/www.bni.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">BNI<\/a> says:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Relational Business Development is (still) the most cost effective form of marketing. <\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Not to mention enjoyable and authentic, if you ask me.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s the Traditional Way to Grow a Small Business?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Traditional advice says: when you\u2019re ready to hire, delegate low-level tasks, in order to reallocate all possible man hours to income-producing activities. (I say \u201cman\u201d hours intentionally; more on that below). Hold your relationships close to the vest so that you&#8217;re \u201cthe guy\u201d people want to know. Keep control and ownership of the business\u2019s relationships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No doubt that this traditional approach creates confidence for all parties. And assuming that the owner is good at their job and relationships, it&#8217;s absolutely the <em>fast <\/em>track to growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">*Personally, I call this traditional \u201cboy\u201d advice; for as far as I can tell, it came up through the ranks of traditionally male-dominated businesses. Think professional services: financial advisors and insurance; real estate; and architecture. (All who make great Ellevated Outcomes clients, wink wink).<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s the Ellevated Outcomes Way to Grow a Small Business (and Why)?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We advocate for developing a Business Development Culture, in Sera&#8217;s wise words. This looks like giving your team <em>true responsibility<\/em> in business outcomes. And let me emphasize: giving someone responsibility is delegating work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But I want to give you a balanced view so must share a warning: short term, this will lead to slower growth. Why?<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>It\u2019s not the way things are typically done. So it\u2019s likely that you\u2019ll need to put real work into employee buy-in. The smart employees with an abundance mindset will get it and be excited to share in the responsibility; but you&#8217;re likely to face resistance in others.<\/li>\n\n\n\n<li>It\u2019s a practice that takes tons of repetition and consistency. \u201cPutting in the reps\u201d is not for the faint of heart.<\/li>\n\n\n\n<li>There will be mistakes. And you, dear owner, will have to accept this and teach \/ course correct along the way. It\u2019ll be hard, and you\u2019ll be frustrated by (very real) lost revenue opportunities. You&#8217;ll have to have hard (but helpful) feedback conversations. Not everyone wants this.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">But now that I\u2019ve listed some cons, here are the pros \u2013 and why they should win the day:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><em>For the owner, this is an opportunity to start your perpetuation plan now.<\/em> Even if you have no plans to wind down anytime soon, your future self will thank you. (When you&#8217;re trying to sell a business, how much of the Business Development depends on you is a mathematical factor that can increase or decrease your valuation).<\/li>\n\n\n\n<li><em>For your team, this is an opportunity to teach one of the most coveted skillsets in business: adding literal value to a business. <\/em>Every business needs this, so it&#8217;s the ultimate way for an employee to make themselves more valuable. And speaking of value: personally, I am constantly, proactively seeking ways to create growth paths for the team around me &#8211; in promotion opportunties and pay. And in my small business at least, we will always have growth goals. So the more value someone creates, the more opportunity they&#8217;re creating for themselves. I deeply want this for everyone I&#8217;m with.<\/li>\n\n\n\n<li>Eventually, with enough time and practice, this effort will ladder up so that the sum is greater than its parts. Eventually, 1+1+1+\u2026 will not just equal 3 or 10 or even 50. It\u2019ll become a multiple. Then at some point an exponential. <\/li>\n<\/ol>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s the Next Step?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I suppose something I should\u2019ve mentioned is: this assumes you want to grow your business beyond being a solopreneur. (And if you don&#8217;t, that&#8217;s totally fine; there&#8217;s other on-the-business work for you). Also, it assumes that you&#8217;ve established a Baseline of Business Development. You\u2019ve been around for at least 2 years and have proven product-market fit. Better yet: you\u2019ve proven pricing-market fit. (<a href=\"https:\/\/ellevatedoutcomes.lpages.co\/5-steps-to-work-on-your-business\/\">Here&#8217;s more<\/a> on that, if you\u2019re not sure you\u2019re at the right stage yet).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But assuming you\u2019re at the right time and place to think about sharing this responsibility, my advice is: weave it into the right people\u2019s position agreements. As I cautioned, adoption will not happen overnight. So as soon as you can, start putting the pieces in place for the learning (and <em>un<\/em>learning) that will need to occur. You need to decide which types and levels of jobs should partake in this responsibility. Who are the (types of) people who want career growth and runway?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once you know the types of positions and people you want to bring along into this culture shift, talk to them about this during your monthly 1-1s. Hopefully, this article is a good starting point to form your own point of view. Then, communicate to people how you\u2019d like to make this investment in them and why.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">And although this doesn\u2019t cover the tactical \/ execution steps (yet!), awareness, consideration, and decision are the first 3 stages of the process. So this should be plenty to chew on for a bit! And you may have guessed it, but this is going to kick off our 2<sup>nd<\/sup> Business Development series of the year (part 2 of our <a href=\"https:\/\/zudigitest.com\/ellevatedoutcomes\/business-development-bootcamp\/\" target=\"_blank\" rel=\"noreferrer noopener\">Small Business MBA<\/a> coming your way this fall \ud83d\ude09). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So stay tuned for more (tactical) and how-to\u2019s re: building a Marketing and Business Development culture and the processes to support it. And once again, thank you to Cremona Consulting for educating me on this new vocabulary. It\u2019s what we\u2019ve been doing and teaching all along at Ellevated Outcomes; and it feels so clean and fresh to have succinct language for it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, I want to share one of my most controversial stances in all of the land. It\u2019s entirely counter-cultural to all of the coaching programs out there and even most of the business (leadership) books you\u2019ll come across. Here it is&#8230; You, dear business owner, should not do all of your company&#8217;s Business Development. Instead: [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":8179,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[482,481,483],"tags":[146,165,166,245,37,149],"class_list":["post-8178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance","category-marketing","category-operations","tag-business-advisor","tag-business-coach","tag-business-consultant","tag-business-development","tag-small-business","tag-small-business-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unpopular Opinion: Develop a Marketing and Business Development Culture<\/title>\n<meta name=\"description\" content=\"You, should not be doing all of your company&#039;s business development. 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You should be developing a Marketing and Business Development Culture.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/zudigitest.com\/ellevatedoutcomes\/develop-a-marketing-and-business-development-culture\/\" \/>\n<meta property=\"og:site_name\" content=\"Ellevated Outcomes\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/web.facebook.com\/ellevatedoutcomes\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-21T12:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-15T20:01:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/zudigitest.com\/ellevatedoutcomes\/wp-content\/uploads\/2024\/07\/networking-for-creatives.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Julie Sellers\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Julie Sellers\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/\"},\"author\":{\"name\":\"Julie Sellers\",\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/#\\\/schema\\\/person\\\/22cba89f7e5da6fb31694648eebefcfc\"},\"headline\":\"Unpopular Opinion: Develop a Marketing and Business Development Culture\",\"datePublished\":\"2024-07-21T12:00:00+00:00\",\"dateModified\":\"2026-06-15T20:01:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/\"},\"wordCount\":1220,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/networking-for-creatives.jpg\",\"keywords\":[\"business advisor\",\"business coach\",\"business consultant\",\"business development\",\"small business\",\"small business strategy\"],\"articleSection\":[\"Finance\",\"Marketing\",\"Operations\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/\",\"url\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/\",\"name\":\"Unpopular Opinion: Develop a Marketing and Business Development Culture\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/develop-a-marketing-and-business-development-culture\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/zudigitest.com\\\/ellevatedoutcomes\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/networking-for-creatives.jpg\",\"datePublished\":\"2024-07-21T12:00:00+00:00\",\"dateModified\":\"2026-06-15T20:01:01+00:00\",\"description\":\"You, should not be doing all of your company's business development. 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