There often is confusion as to how Business Development relates to Marketing, Sales, Product Management, Communication and other market related functions inside an organization. Business Development is not a replacement for, or an equivalent of, any of these disciplines. Business Development (BD) is rather the process in which all of these disciplines integrate to create new market positions in an iterative process that never finishes. This means that Business Development can only thrive through Sales, Marketing, Product Management, Communication and any of the other disciplines that are engaged in the market. BD has to show as much long or short term attention as is demanded by the organization’s life phases and market position.
Business Development is the indispensable process which continuously realizes and secures market driven innovation. This way, an organization secures that the attention for innovation, portfolio development and future market positions never weakens.