Your BD Isn't Broken. It's Just Built for a Market That No Longer Exists

The calls aren't landing like they used to. The pipeline feels inconsistent. The team is busy but the board isn't filling.

If that sounds familiar, the problem probably isn't effort. It's architecture.

The BD model that worked five years ago — volume-led, job-led, relationship-light — is structurally misaligned with how clients buy today. And the agencies still running it aren't just leaving revenue on the table. They're building a business that gets harder to grow every year.

In this session, James Osborne dismantles the old model and show you what a BD engine built for today's market actually looks like.

In this session, you will explore:

• Why traditional BD activity is producing diminishing returns, and the structural reason behind it
• What high-growth agencies have changed about the way they prospect, engage and convert
• How to build a BD model around demand creation rather than demand chasing
• The client conversation shift that moves you from vendor to valued partner faster
• What your BD system needs to look like to produce consistent results regardless of market conditions

Who it's for: Leaders who know their BD approach needs a rethink and want to hear it straight from the person best placed to show them what comes next.