Job Role: B2B Channel Marketing and Business Development Specialist
Background: The people we serve have been looking for potential sources of expertise to assist them in the growth of their business for a year or more. They typically don’t trust much (or most) of what they read in social media, nor do they spend much time on it. They are also less open to direct solicitation with offers of support, unless it comes from a source they already know and trust. That said, they are usually open to ideas that might help them. These are what they seek, but only if they come from a source they trust. It’s only once they have had a reason to trust a consultant or a direct experience with how a consultant thinks (through either participating in a workshop, or reading things that align with their thinking) that they are willing explore possible common ground.
In our case, this trust comes from one of three sources:
1. Word of mouth – a direct referral from a. a previous client whose judgment they trust, or b. another advisor, often in a complementary field, again, whom they trust.
2. Seeing a speech or workshop provided by a consultant where, in relative obscurity, they can “test the thinking” of the person they are considering.
3. Reading work from that consultant, in the form of a book, often combined with seeing a workshop, or in reading a series of articles, combined with reading their book.
Purpose of this Role: To identify, attract and nurture potential new clients and referral sources for the company.
Areas of Accountability:
1. Participate in the development of a series of client acquisition strategies, consistent with the company’s purpose, skills, and capabilities.
2. Participate in marketing and business development activities to generate new business, consistent with our goals for growth, profit, and impact
3. Implement business development strategies sufficiently to identify and open conversations with potential referrals sources, to build our pipeline of potential new clients for the company.
4. In coordination with the President, participate in converting qualified potential clients into paying clients of our firm.
5. Participate in other aspects of the growth of the firm, as part of our team, as appropriate
