Why I Believe Marketing and Business Development are Inseparable

And How My Journey from Interior Design Led Me Here

By Terri Jackson

Director of Client Marketing, Buzz Partners

When I started my career in interior design, I was captivated by the idea of shaping experiences - designing spaces that inspired people to think differently, collaborate more effectively, and feel a deeper connection to their environment. What I didn’t realize back then was that I wasn’t just designing physical spaces. I was also laying the groundwork for something much bigger: building brands, creating connections, and ultimately, driving business growth.

That’s where my passion for marketing and business development was born.

Seeing the Whitespace Before Anyone Else

Over the course of my career, from managing workplace strategies for Fortune 500 companies to leading branding efforts for top commercial real estate firms, I’ve learned that marketing and business development are inseparable.

One generates awareness, shapes perception, and tells the brand story. The other builds relationships, closes deals, and drives revenue. When they’re working in sync, they create momentum that’s hard to stop. But when they’re siloed? Opportunities fall through the cracks.

I’ve always had a knack for spotting the whitespace - the untapped opportunities where we can bridge these two disciplines and create real, measurable impact. That’s why, no matter what project I take on, I integrate both marketing strategy and business development thinking. Each informs and lifts up the other.

From Space Planning to Strategic Storytelling

When I was an interior designer at HGA and earlier at Capital One, I spent my days leading change management initiatives, facilitating strategic planning sessions, and aligning physical space with brand identity. What I didn’t realize at the time was that I was already flexing marketing muscles - thinking about the brand narrative, understanding the client’s goals, and designing solutions that told a story.

Eventually, I realized I wanted to take that storytelling and strategic thinking beyond physical space and apply it more broadly to brand building and client engagement. So, I made the shift. And it felt natural.

I moved into marketing and business development roles that let me do what I love most: listen deeply, identify gaps, and create strategies that build meaningful connections between brands and people.

Why Marketing and BD Should Never Work in Silos

In my experience, the most successful organizations are the ones where marketing and business development teams operate as true partners. They share insights, align their strategies, and work toward the same goals. And that’s exactly the kind of collaboration we champion here at Buzz Partners.

Our clients don’t come to us for siloed services. They come to us because they want integrated thinking - marketing strategies that drive business outcomes, and business development strategies that are supported by compelling messaging and strong brand positioning. It’s a holistic approach that delivers real results.

My Approach at Buzz Partners

At Buzz Partners, I get to put my philosophy into action every day. Whether we’re developing a comprehensive marketing strategy, refreshing a brand, or crafting a business development playbook, I’m always thinking about how marketing and BD intersect.

·        How do we tell the right story to the right audience?

·        How do we equip sales and advisor teams with the tools they need to close deals?

·        How do we ensure our clients are building brands + relationships that resonate + last?

By blending creativity with data-driven strategy and focusing equally on the brand story and the business objective, we help our clients move the needle in meaningful ways.

Final Thought: Marketing Is Business Development (and Vice Versa)

My journey from interior design to marketing and BD taught me that no matter the medium - whether it’s a beautifully designed workplace or a beautifully crafted brand - the goal is the same: connect people to experiences that matter.

That’s the philosophy I bring to every project I work on. Marketing and BD are two sides of the same coin. And when they work together? That’s where the magic happens.