Marketing & Sales Strategies for Business Development
Marketing and Sales Strategies support the full BD lifecycle—from awareness to deal closure. BD professionals must understand the acquisition funnel, digital tools, customer psychology, and conversion processes.
This competency covers the integrated strategies and systems that drive lead generation, customer engagement, sales conversion, and long-term relationship development.
— BDA Body of Competency & Knowledge (BDA-BoCK™)
1) Lead Generation & Conversion Optimization
- Building and optimizing acquisition funnels, campaigns, and conversion paths.
2) Digital Marketing & Social Selling
- Using digital platforms and content to attract and convert customers.
3) CRM & Customer Journey Mapping
- Managing customer data and understanding touchpoints across the lifecycle.
For All BD Professionals
Understands marketing funnel stages.
Creates basic outreach and prospecting strategies.
Uses CRM systems to track leads and opportunities.
Supports content and campaign execution.
Aligns sales activities with BD objectives.
For Senior Professionals & Executives
- Designs full marketing and sales ecosystems.
- Defines go-to-market strategies.
- Leads complex negotiations and closing processes.
- Builds customer acquisition & retention models.
- Oversees CRM architecture and automation.
Customer Journey Mapping
Lead Generation Funnels
Digital Marketing Frameworks
Social Selling Models
CRM Pipelines & Stages
Conversion Rate Optimization (CRO)
GTM Frameworks (Go-To-Market)
The BDA-BoCK™ defines the global standard for Business Development competencies.
BDA Certification: BDA-CP & BDA-SCP
The BDA Business Development Certified Professional (BDA-CP) certification recognizes professionals demonstrating proficiency in Business Development as a structured discipline focused on growth, partnerships, and strategic opportunity design.
The BDA-SCP™ certification recognizes senior-level professionals who lead Business Development strategy, growth initiatives, and organizational value creation at an advanced level.
