The Changing Role of Business Development

The role of business development has never stood still. But in 2025, the pace of change feels sharper, faster, and more disruptive than ever. Technology is everywhere and AI has certainly shifted the rules, introducing a new rhythm to the way business development operates. But underneath all the tools and tech, it still comes back to people, relationships, and those real-life moments that no amount of automation can replace.

At DNA, we’ve spent the last 12 months placing BDs into agencies where tech and touch are being brought together brilliantly. And what we’ve seen is that the most successful BDs today are those who understand how to use the tools at their disposal without losing sight of the fundamentals.

Inbox overload and automation fatigue

The digital space is noisy and oversaturated. Inboxes are overloaded, outreach tools run on autopilot, and while templates and automation have made it easier to send messages, they’ve made it much harder to stand out.

That’s why the best business developers are stepping away from the screen and getting back into the room. They’re reconnecting in person, listening more, and rebuilding trust through genuine interaction. The biggest briefs we’ve seen this year have come from coffees, dinners, events, and face-to-face conversations that led somewhere meaningful.

BDs who can use tech to scale and humans to sell

The standout BDs we’ve placed in 2025 are those who know how to blend the best of both worlds. Tech isn’t something they resist, it’s something they use wisely. AI helps with prep, signals, and research. But the relationship is always human.

We’ve seen candidates land roles where their first 90 days involved refreshing the CRM, tidying up automation, and then getting straight into the market. Not hiding behind the stack, but using it to power what matters: being known, trusted, and remembered.

That means:

·       Showing up at MAD//Fest, SXSW, The BD100 Awards, industry drinks, awards nights, wherever their clients and peers are

·       Learning how to break the ice again, without the crutch of a screen

·       Reading the room, not the dashboard

Data is helping. But trust still converts.

More agencies are getting smarter about who they target, when, and why. AI’s been a big part of that shift. But what continues to matter most is timing, rapport, and relevance. The ability to spot a door half open and be the one who gets invited in.

That’s not always something that can be scripted. It’s instinctive and it’s experience. And it’s something we hear again and again from hiring managers. They want candidates who are tech-aware but client-first.

Skills that didn’t used to be on the BD brief

It used to be all about hustle, volume and knocking on doors. Now, BD roles are becoming more consultative, more strategic, more collaborative from day one.

We’ve helped agencies hire BDs who:

·       Work side-by-side with strategy and planning to co-author pitches

·       Build warm communities, not just pipelines

·       Get close to delivery, so they don’t oversell or overpromise

One Head of Growth told us their top BD win of the year came from someone following up a panel event with a tailored point of view and three intro ideas, not a deck, not a creds doc, just a well-written message that felt thoughtful.

That’s where the bar is now.

The BD100

Our ongoing partnership with The BD100 has been a brilliant reminder of how much the BD space has evolved. Each year, submissions show more clarity, with stronger stories and sharper strategies that reflect just how far the discipline has come.

This year’s winners were experts in their markets. They’d nailed their agency proposition, and they built networks around them that kept paying back. Trusted contacts who champion the agency and stay connected well beyond a single brief.

It’s something we talk about a lot at DNA. The difference between contacts and community. The best BDs are building gravitational pull around their agency, where the right opportunities keep coming back.

Let’s keep pushing the discipline forward

We’re proud to be official partners of The BD100. It’s a partnership that speaks to our shared belief in this talent community, and our long-term commitment to celebrating and supporting the business development discipline.

From judging entries to championing finalists to placing winners in their next big roles, it’s a space we’ve loved being part of for the last six years.

Here’s to the BDs who are redefining what good looks like in 2025.

And if you’re looking for one of them (or looking to become one), you know where we are.