Lead Generation & Conversion Optimization
Attract prospects, qualify leads, nurture interest and make it easier for visitors to become customers.
Knowledge competency · K-06
Marketing & Sales Strategies
Align Business Development initiatives with marketing and sales to generate demand, improve conversion and create a seamless customer experience.
8%Exam weight
Official competency definition
Marketing and sales alignment drives revenue growth.
In many organizations, marketing and sales operate in silos. Marketing generates leads and throws them over the wall to sales, and sales complains that the leads are no good. This lack of alignment is a major source of inefficiency and lost revenue. For the business development professional, who often sits at the intersection of marketing and sales, fostering alignment between these two critical functions is a key to success.
BDA Body of Competency & Knowledge 2026 · Chapter 16 · reproduced without amendment
Competency architecture
Three dimensions of Marketing & Sales Strategies
Digital Marketing & Social Selling
Use digital channels and relationship-led social selling to engage potential customers with insight.
CRM & Customer Journey Mapping
Use customer data and journey insight to improve communication, experience, loyalty and advocacy.
What the competency covers
From demand generation to customer advocacy
Lead Generation
Content marketing, SEO, PPC, social media and email marketing.
Conversion
CTA, intuitive UI, compelling value proposition, social proof and A/B testing.
Digital Channels
SEM, content, social, email and affiliate marketing.
Social Selling
Professional brand, right people, insight-led engagement and relationships.
Customer Journey
Awareness, consideration, decision, retention and advocacy.
Lead Generation & Conversion
- Know different lead-generation strategies.
- Identify website conversion opportunities.
- Define ICPs and messaging.
- Generate, qualify and nurture leads.
Digital Marketing & Social Selling
- Know the key channels of digital marketing.
- Articulate a social selling strategy for a B2B company.
- Build a professional brand and find the right people.
- Engage with insights and build strong relationships.
CRM & Customer Journey
- Understand the benefits of a CRM system.
- Create a simple customer journey map.
- Use customer data as a single source of truth.
- Improve customer experience, loyalty and advocacy.
Examination alignment
An 8% weighted BDA knowledge competency
8%Marketing & Sales Strategy Alignment
Task and assessment enablers
Align BD initiatives with marketing & sales.
- Map BD actions to marketing campaigns.
- Define ICPs and messaging.
- Support lead conversion.
- Utilize digital outreach channels.
Connected competencies
Capabilities that support customer-focused BD execution
Official preparation resources
Build stronger marketing and sales execution
Study the BDA BoCK chapter and prepare through the BDA Learning System for BDA-CP® and BDA-SCP®.
BDA BoCK Global Edition. The definitive reference for all 14 BDA competencies.
BDA Learning System. Structured preparation with separate question banks for each certification.
Accredited providers. Explore courses aligned with the BDA BoCK.
Ready to align marketing and sales with Business Development?
Build the knowledge needed to generate demand, convert opportunities and create a seamless customer experience.