Understanding the Biz Dev Spectrum

In nearly two decades of serving my industry with public relations, one question has surfaced again and again from seasoned executives: “What are you going to do for me?” 

It’s not always easy to answer-especially when the lines between marketing, sales, PR, and business development have all but disappeared.

Companies can structure their executive teams however they choose. That freedom has created powerful opportunities-and some real confusion. So let’s start where it all matters most: with the sale.

In my favorite paradigm, the busy airport, your sales team is on the ground in front of the gate. They guide the planes (your customers) into the perfect position to offload their passengers, which are the transactions.

Start at the Gate: Sales Are the Only Metric That Matters

Forget the slick website, the well-produced webinar, the data-rich newsletter. If it’s not helping to close deals, it’s noise. That’s why the best business development organizations start with the sales team-the people with the sticks who guide the plane to the gate.

Sales professionals today are specialists. They don’t chase cold leads or build email campaigns. They take hot leads-prospects who are already interested and already qualified-and close. And they’re worth every dollar. 

When companies try to force these high-value closers into roles that include prospecting or lead generation, the effectiveness of the entire funnel suffers.

To understand this more clearly, imagine a busy airport. There are planes everywhere—prospects circling the airspace. The marketing team, like air traffic control, knows which ones belong. They have the radar, the data, the insight. They guide qualified prospects toward your business. 

But only the salesperson with the lighted sticks on the ground can guide them to the gate. Only the salesperson closes the deal.

Why Trust Is the Real Fuel Behind the Flight Path

So where does PR come in? Right at the beginning. 

Because no pilot is landing their plane at your airport unless they trust the tower. And no prospect is moving through your pipeline if they don’t trust your brand.

Public relations isn’t about promotion-it’s about credibility. It builds the relationship before the first meeting even happens. It answers the early questions: Who are you? What do you stand for? Who else trusts you? 

Without this trust, even the best sales team won’t have a chance to do their job.

As companies redefine roles and responsibilities across their marketing and sales teams, smart leaders are starting with the end in mind: sales. Then they build backward, identifying the specialists required at each phase-whether that’s PR, lead generation, or closing.

Because at the end of the day, nobody makes a dime until that plane rolls up to the gate.

Ready to Structure Your Team Around Sales Success?

Let’s talk. RGA Public Relations works with executive teams to build trust, guide prospects, and close deals. Contact us today to explore how your business development structure can generate better results.