Totum consultant Jennifer Owen considers the year ahead for the marketing and business development function, and the new skills and capabilities that are emerging to support professional services firms.

As we head into 2024, it’s understandable in today’s political and economic climate that many of us may feel some trepidation as to what this year might hold. But for marketing and business development (BD) professionals in the professional services sector, there are many reasons to be optimistic as firms continue to compete for candidates at all levels.

In an increasingly sophisticated market, firms are looking to increase capabilities creating a dynamic environment for those interested in developing skills in traditional and new areas including marketing technology and operations, product marketing, sales, panel management, social media, and pipeline management and pursuits. This has led to a busy time for us at Totum, particularly in the recruitment of BD professionals at executive and manager level, which typically has a high attrition rate.

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