The Power of a Holistic Marketing PlanJust as advisors build holistic financial plans for their clients, firms should build holistic marketing plans for their businesses. Marketing and Business Development: One TeamIn many organizations, marketing and business development operate in silos. Marketing complains that business development isn’t following up on leads, while business development argues that marketing isn’t delivering quality prospects. Marketing needs to understand the business development objectives before launching campaigns, while business development should provide feedback about lead quality, timing and client needs. A holistic marketing strategy helps build that trust long before the first meeting ever takes place.