As Seth Godin, entrepreneur, marketer, author, and inductee into the Direct Marketing Hall of Fame writes, in business development relationships, “both sides are buying, both sides are selling. So talented business development people never act like jaded buyers, arms folded, demanding this and that. Instead, from the start, they seek out partners.”
What Godin writes is astute. Business development is all about forming partnerships – unique partnerships that have often never been done before. Where this model falls short is in its ability to scale. This is precisely where the performance marketing model can teach the business development model a thing or two.