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Marketing & Sales Strategies for Business Development
Marketing & Sales Strategies are a core knowledge-based competency that enables business development professionals to align growth initiatives with go-to-market execution, customer acquisition, and revenue generation.
In business development, growth strategies fail when they are disconnected from marketing positioning or sales execution. Effective business development requires a clear understanding of how marketing and sales strategies support market entry, expansion, and long-term value creation.
Within the BDA Body of Competency & Knowledge (BDA-BoCK™), Marketing & Sales Strategies define the knowledge required to integrate business development objectives with marketing positioning, sales models, and customer engagement strategies.
Marketing & Sales Strategies refer to the structured approaches used to position offerings, engage target markets, and convert opportunities into sustainable revenue in alignment with business development growth objectives.
— BDA Body of Competency & Knowledge (BDA-BoCK™)
Business development identifies where and how an organization should grow. Marketing and sales strategies determine how that growth is executed in the market.
Marketing & Sales Strategies enable business development professionals to:
Translate growth strategy into market positioning
Align value propositions with customer needs
Design scalable sales and go-to-market models
Support sustainable revenue generation
As defined in the BDA-BoCK™, business development does not replace marketing or sales; it orchestrates them to support strategic growth priorities.
1. Market Positioning and Value Proposition Alignment
This sub-competency focuses on aligning offerings with target market needs and competitive positioning.
In business development contexts, this includes:
Defining target segments and personas
Crafting differentiated value propositions
Ensuring consistency between strategy, messaging, and market reality
2. Sales Models and Go-to-Market Strategies
Sales models and go-to-market strategies determine how products and services reach customers effectively and efficiently.
Business development professionals apply this capability to:
Select appropriate sales models (direct, indirect, hybrid)
Design channel and partnership strategies
Align sales execution with growth objectives
3. Marketing–Sales Integration for Growth
This sub-competency emphasizes coordination between marketing and sales functions to support business development outcomes.
In business development, this includes:
Aligning lead generation with sales capacity
Defining handoff points and performance metrics
Ensuring feedback loops between market insight and execution
For All Business Development Professionals
Understands core marketing and sales concepts
Aligns BD initiatives with marketing and sales activities
Contributes to positioning and go-to-market discussions
Supports opportunity conversion through coordination
For Senior Professionals & Executives
Designs integrated marketing and sales strategies for growth
Aligns go-to-market execution with strategic priorities
Optimizes revenue models across markets and channels
Guides cross-functional alignment between BD, marketing, and sales
Market Segmentation and Positioning
Value Proposition Design
Go-to-Market and Channel Strategies
Sales Models and Revenue Enablement
Marketing–Sales Alignment Metrics
BDA-CP™ (Certified Professional)
Assesses foundational understanding of marketing and sales strategies and their role in supporting business development initiatives.
BDA-SCP™ (Senior Certified Professional)
Evaluates advanced judgment in designing and aligning marketing and sales strategies with complex growth and expansion objectives.
Assessment methods include scenario-based questions, case analysis, and evaluation of strategic alignment aligned with the BDA-BoCK™ framework.
The BDA-BoCK™ defines the global standard for Business Development competencies.
BDA Certification: BDA-CP & BDA-SCP
The BDA-CP™ (Certified Professional) certification recognizes professionals demonstrating proficiency in Business Development as a structured discipline focused on growth, partnerships, and strategic opportunity design.
The BDA-SCP™ (Senior Certified Professional) certification recognizes senior-level professionals who lead Business Development strategy, growth initiatives, and organizational value creation at an advanced level.
