Business Development Gap Analysis
Creating an Action Plan
The third step in a business development gap analysis involves identifying the gaps between the current state and the desired future state. This means pinpointing the specific areas where growth strategies, sales processes, tools, or performance fall short of business objectives. Whether it’s low lead-to-close ratios, limited market penetration, outdated sales tools, or missed opportunities for partnerships, this step highlights the obstacles that must be addressed. By clearly mapping these gaps, organizations can prioritize actions, allocate resources efficiently, and develop targeted strategies to close the distance and accelerate measurable growth. At Busillions we work with our clients through the following processes:
Comparing Current Performance Metrics with Target Goals
For example: The company’s goal is to achieve a 30% lead-to-close rate, but current performance is only 15%, signaling a significant shortfall that requires attention.
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Identifying Underperforming Channels, Tools, or Tactics
For example: Low ROI from networking events, ineffective outbound sales campaigns, underutilized CRM systems, or weak follow-up processes.
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Highlighting Missing Capabilities or Resources
For example: Lack of formal partnership programs, insufficient market research capabilities, outdated proposal templates, or limited sales enablement content.
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Revealing Misalignments Between Audience Needs and Current Business Development Approaches
For example: Sales presentations focus heavily on product features, while client feedback shows decision-makers value case studies and ROI evidence, leading to a disconnect in closing deals.
According to BABOK®, each of these activities surfaces actionable insights, enabling organizations to implement focused improvements in their business development strategy and move closer to achieving their growth vision.​