New Business Developer - Interactive Media
The role of the New Business Developer (NBD) is to generate business for the interactive organisation or agency. This new business can often be generated by obtaining and responding to invitations to tender, though it can also involve identifying opportunities to develop and sell products. It often overlaps with the Account Manager1 role, but is usually more concerned with developing new clients rather than obtaining repeated business from existing ones. In some positions, the New Business Developer's job is only to identify prospective clients and then hand over leads to someone else, such as an Account Manager or Producer2 , for conversion; in other positions the New Business Developer may additionally be responsible for winning the business, for example by developing proposals and making pitches. NBD managers are sometimes contracted to work short term to identify leads in a new sector; or to identify and report on potential within a new sector.
What is the job?
Most of the New Business Developer's job is a combination of desk research, networking, correspondence and face–to–face meetings. They represent the public face of the company they work for, and are often the first point of contact for prospective clients, so creating a good impression is paramount. The job involves research, to identify opportunities in the market, either to develop a new product or to submit proposals in response to a request for tender. NBD managers develop new services and products for current and new customers, moving current products to new markets, or testing new products in new markets. The New Business Developer must therefore keep a close eye on the markets their company serves, and always remain up–to–date with trends and developments. This role is much about innovation as it is about sales. They must qualify leads and decide which are appropriate to pursue.
It is important to get out and meet people, so networking at conferences, trade shows, seminars and other events is a key part of the job. The role is very much about making contacts, then following them up with telephone calls, emails and letters, the objective being to obtain a meeting with the right client–side decision makers. It is then the New Business Developer's job to pitch their company's services to the decision makers, and to maintain and develop a relationship with them, in the hope of being asked to pitch for their business either immediately or in the future. New Business Developers need to be highly proactive in looking for opportunities to acquire new clients. They will usually be given sales targets that they are expected to meet or exceed, and may be paid on commission, so this can be a high–pressure job. However, this is not simply a sales job – the New Business Developer function is built around relationships, and it can take time to develop a contact into a client.
Typical career routes
There are no typical career routes, but New Business Developers usually come from a background in marketing or sales, or from other interactive media roles. Several years' previous experience is usually required, and many New Business Developers have previously worked in an Account Manager role. Experience of other markets can be useful – companies targeting a particular industry may look for New Business Developers who have previously worked in it or who already have relevant contacts. Awareness of interactive media production processes, technologies, capabilities and benefits is important so previous experience in a more hands–on role can be an advantage.
Essential knowledge and skills
New Business Developers need to be able to build and maintain strong business relationships, often over long periods of time. They need to be self–motivated, outgoing, friendly and persuasive. They must be comfortable meeting new people, analytical in qualifying prospects, and diligent in nurturing contacts. They need to be confident at giving presentations and able clearly to explain their company's services, and the benefits of becoming a customer. They must understand their organisation and their markets, and be adept at spotting opportunities.
Key Skills include:
Training and qualifications
Many New Business Developers will be educated to university level, although this is not always necessary. Business experience, a talent for sales, and good connections are often more important. A qualification in business, marketing, sales, management or a similar subject may be useful, however. Demonstrable ability and a strong record of previous business development success are essential.
Where to go for more information
Skillset is the Sector Skills Council for the audio visual industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Skillset's website for links to our network of training partners, information about training and access to the comprehensive Skillset/BFI course database. Finally, Skillset Careers is the UK's only specialist media careers advice service; for detailed media careers information and advice, visit www.skillset.org/careers.
Websites
– British Interactive Media Association (BIMA)
– New Media Knowledge
– E-consultancy
Publications
– New Media Age
Glossary
– Leads: organisations or individuals that may be interested in buying products or services.
–Conversion: the process of turning a lead or prospective client into an actual client, i.e. by winning confirmed business from them.
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New Business Developer - Interactive Media
1 The Account Manager role is about maintaining relationships with existing customers, obtaining new business from them and ensuring they receive a high quality of service; by contrast the New Business Developer role is more concerned with generating business from new customers.
2 The Producer role is about ensuring the overall business vision and creative direction for the product are identified and maintained. This role may also be called Project Director, Project Leader, Creative Director etc. and is often merged with Project Manager.
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