Let’s correct a common misconception: BD is not contrary or alien to sales and BD is not the opposite of sales! On the contrary: the aim of BD is inherently New Business and turnover. Numerous functions deal with the market process: Business Development, Marketing, Sales, Account Management, Product and portfolio management, Communications. Important here is the observation that all functions have the ultimate goal of successfully working the market. Sales is the aim, Business Development and Marketing – and any other commercial discipline - is performed to get there, the means to that end.
Hence our motto: "through market making towards order taking"! Developing a market is neither an academic exercise nor a goal in itself; it is a means to an end.