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The key to success in business generation is to keep the end in mind. Profitable firms invest in long-range marketing capabilities; that is, they take a view of the desired end result, land new work, and incorporate these goals into their support systems.
Business development, if properly implemented and managed, should focus on and take advantage of client targets that are already on the minds and on the lists (written or otherwise) of the firm's professionals and partners. Financial and management consulting firms remain salutary models, as historically they have been much more focused on specific deliverables and closings. They take to heart the axiom: “Always keep the end in mind.”
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