The title was just a hook to get the attention of all those akin to the 4 P’s and the 3 C’s – unfortunately business development (unlike marketing or sales) is not so well defined and is best kept ambiguous. And why not – it is indeed in a way dealing with ambiguity, being comfortable about the ambiguity (however the returns expected are not ambiguous!) Please see the following link for some great examples of the ROI What is Business Development? The first response you get is usually – “it is NOT sales, it is beyond marketing or it is sales, marketing and … Continue reading The 4 W’s of Business Development