A lot of people talk about marketing their company, but not enough of them have actual data to back up what they say and think. Unfortunately, there is a belief in the industry that the company with the highest volume is the smartest company. There is also a belief that people are telling you the truth when they describe the processes that are occurring within their company. Sometimes owners don’t know they don’t know. I regularly get the opportunity to view the internal workings of a lot of companies. I see and hear that the owner and the employees are not working together as well as they think they are. When this is pointed out with specific examples, both sides tend to get very defensive. When it is clearly understood by all individuals, without shaming and blaming, it allows all individuals and the company to move forward in a more profitable direction. 

The word “marketing” means different things to different people, so that when individuals do marketing, they usually get different results that do not achieve what the company needs done. When the focus is changed to business development, it makes it much clearer that the goal is obtaining an individual’s business for the company to earn a profit for the individual’s company and a paycheck for the individual that secured the work for their company.