How to… Hire Your First Business Development Manager?
This question comes my way most weeks so I thought I should tackle it on paper.
Taking on your first Business Development Manager (BDM) is a big move… for any agency.
It’s a clear signal that you feel ready to ramp up growth and expand your client base. However, it comes with its own set of challenges and things to think about.
Here’s how to ensure your new BDM hits the ground running and drives real value for you and your agency.
1. Get Crystal Clear on the Role
The success of your BDM starts with clarity.
Before they step foot in the door, you need to be absolutely clear on what you want them to achieve. Their role should be laser-focused on generating new business, nurturing leads, and building long-term client relationships.
Make sure you set the right expectations from Day One. Define Key Performance Indicators (KPIs) (and OKRs if you use them) like the number of qualified leads generated, conversion rates, and revenue targets. These metrics are the yardstick by which their success - and ultimately, the success of your hire - will be measured.
2. Ensure They Fit Your Agency’s Vision and Values
Your BDM will be the face of your agency in their client interactions, so it’s crucial they’re a natural fit for your culture. They need to understand and live your agency’s values. This way they can sell your services with authenticity and conviction.
Additionally, ensure they’re fully aligned with your agency’s long-term vision. The best BDMs aren’t just salespeople… they’re strategic partners who understand where your agency is heading and how to get there.
3. Invest in a Robust Onboarding Process
Onboarding isn’t just about paperwork and IT setups; it’s about immersion, from Day One. This means deep dives into your service offerings, understanding past case studies, and getting familiar with your current client portfolio.
They also need to be able to use your CRM system. Whether it’s HubSpot, Salesforce, or Pipedrive, they should be able to manage the sales pipeline with confidence and efficiency.
4. Foster Strong Sales-Marketing Alignment
Your BDM and your marketing team (if you have one) should be two sides of the same coin. Strong collaboration between these teams is essential to refine lead gen strategies and ensure marketing efforts are in line with sales goals.
Establish regular feedback loops. The insights your BDM gathers from clients should be gold for your marketing team. Use this intelligence to sharpen your messaging, refine your content strategy, and create more effective campaigns.
5. Develop a Targeted Lead Generation Strategy
Work closely with your BDM to pinpoint the industries, sectors, and client types that best fit with your agency’s strengths and growth ambitions. With this targeting in mind, craft an outbound strategy that includes cold outreach, networking, and attending events.
At the same time, make sure your inbound marketing is working just as hard. High-quality leads from SEO, content marketing, and webinars should seamlessly feed into your BDM’s pipeline. (In an ideal world.)
6. Structure Compensation to Drive Results
The right compensation package is a powerful motivator.
Design a plan that balances a solid base salary with performance-based incentives. Bonuses tied to achieving specific sales targets can be a significant performance driver.
Don’t forget to discuss career growth opportunities within the agency. A tough call if you are a small agency…
7. Commit to Regular Reviews and Feedback
Frequent, meaningful check-ins are crucial, especially in the early months. Regular one-to-ones give you the chance to discuss progress, tackle challenges, and offer support where needed.
Quarterly or bi-annual performance reviews are also essential. These allow you to assess performance against KPIs (and OKRs) and adjust tactics to ensure you’re both on the right track.
8. Give Them with the Right Resources
This helps them to build credibility and close deals.
Consider providing mentorship, either from within your team or from an external expert. A seasoned mentor can offer valuable insights and guidance as your BDM navigates their new role. (But I would say that!)
9. Leverage Your Existing Network
Your BDM doesn’t need to start from scratch. Introduce them to your existing network of clients, partners, and industry contacts. Warm introductions can help them build a pipeline faster and more effectively than cold outreach alone.
Encourage them to cultivate a strong referral network. Your agency’s reputation can be a powerful lever in generating new leads and opening doors.
10. Be Prepared to Adapt
Remember, the first few months will be a learning curve for both you and your BDM. Be open to adapting the role and responsibilities as you see what works and what doesn’t.
Hiring your first BDM is a big milestone. If you approach it strategically, this hire can be the catalyst that propels your agency. Keep these tips in mind, and you should set up your BDM - and your agency - for success.