The case for integrated marketing, sales, and BD

Despite the sector’s unusually good understanding of the humanity behind business, many firms still behave like marketing, sales, and business development are on three different planets each with their own population, gravity, and calendar invites, writes Lucy Lomas of Luma Marketing.

Ask anyone in the built environment about where business comes from and you’ll hear the same thing – relationships.

They’re not wrong. People buy people. The whole game is built on trust, timing, and having something worth forking over for.

But here’s the rub. Despite the sector’s unusually good understanding of the humanity behind business, many firms still behave like marketing, sales, and business development are on three different planets each with their own population, gravity, and calendar invites.

Marketing runs the brand, the comms plan, and the company LinkedIn page. Sales goes after “leads” like a faithful golden retriever. BD files drinks expenses.

Obviously, this is reductive. The point is this: they’re not always singing from the same hymn sheet. So all three efforts are scattergun, when what we need in this market is sniper-like focus from every player in your team.

What should marketing look like in this industry?

Marketing is not the colouring-in department (thanks). It’s a commercial discipline, arguably the one closest to (actually) understanding your customers and delivering your business objectives. It is strategic, evidence-based, market-oriented. Designed to deliver growth.

Real marketing starts by defining your market, carving out your position, and planning how you’ll grow. Spoiler alert: that includes working hand-in-hand with sales and BD. Not tacked on after the campaign’s signed off.

It’s about getting all three prongs working together instead of constantly undoing each other’s efforts, such as:

• Sales pushing too hard and wrecking relationships that BD has spent years building
• BD chasing the wrong type of clients, the ones we have outgrown, or that no longer fit the business
• Marketing going off-piste with a visual identity that does not reflect the strategy, running events no one needs, or publishing newsletters that land with a thud.

It happens more than you would think.

Still not convinced?

Marketing is about being both mentally and physically present in your audience’s mind. Being the team that people remember when a project comes up, and then the one they can find (and buy) easily when they go looking.

In this world, mental availability might mean a planning officer knows your name. Physical availability? That’s when that case study with Jenna from sales’ number on it has finally made its way to the target company’s board.

The missing link? Alignment

BD knows what clients are actually worried about, what gets them excited, and what makes them back away slowly. That’s insight gold. When marketing listens to that, you stop guessing and start targeting. It adds up to case studies that matter, thought leadership that answers real questions, and comms that speak directly to your audience’s needs.

Conversely, marketing makes life easier for sales and BD. Some businesses call it “air cover.” Strong brands open doors and clear positioning saves breath. A decent brochure or film? Suddenly, it’s not just BD in the meeting, it’s the whole brand showing up with you.

When it’s done right, marketing stops being the fluffy bit

Instead, it becomes a strategic growth tool. In markets full of technically capable competitors, the thing that tips the scales is often how you tell your story.

It’s not just about what you do, it’s how easy you are to buy from, how clear your proposition is, and whether you’re seen as a safe pair of hands or a risk nobody wants to take.

But let’s not pretend it’s simple

Sales and BD have long operated on instinct, charisma, and a terrifyingly large stack of business cards. Marketing, historically, got the short straw, left doing the Christmas cards and the branded umbrellas. If you want to fix that, here’s where to start:

• Shared planning

Get everyone in the room. Not just to be polite, but because BD brings the insight, marketing brings the strategy, and sales brings the pressure. Together, they can find the sweet spot.

• Mutual feedback

BD knows which decks are gathering dust. Sales knows what makes clients’ eyes glaze over. Marketing knows what’s being clicked (and ignored). Share the data. Learn together.

• Client-first thinking

Don’t say what you want to say. Say what your clients need to hear. The best marketing rarely comes from a brainstorm; it comes from a real-life conversation with a real client. Having your marketers shadow sales calls is a great jumping-off point.

• Joined-up reporting

Track it all: brand awareness, campaign engagement, lead quality, pitch win rates. One dashboard with a custom funnel that shows you what’s actually working, and where the real opportunities are.

• Use. The. CRM.

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” — John Wanamaker, 19th century American entrepreneur.

This is no longer true. We know. We know everything.

Get the experts in

If you need some experienced marketers to join up with your sales and BD teams, why not give Luma Marketing a call? We’ll become part of your team and help you get the results you want from your marketing. Call us on 0161 706 1446 or email us at [email protected] to get started.

• Lucy Lomas is Director at Luma Marketing