Wherever business development initiatives aren’t delivering ROI in the form of increased revenue, the problem often boils down to missing the target more often than not.
It is easy to do.
An entire industry has a vested interest in convincing you that getting your name out there amounts to smart business development. Once you make this leap it is tempting to buy the ads, sign up for the sponsorships, get the copy points and colors just right on your website, catalogue every capability…and then wait for the market to beat a path to your door.
If neither time or budget is an issue, and assuming your visibility campaign in some way differentiates you from everyone else — this might work.
But odds are you’ll over spend, waste time and miss connecting with any real targets.