I’ve written over and over and over again about creating value for clients. Value matters in business development too, of course. Check this quote from Seth Godin that puts marketing into the context of value:
How do you tell a story about your value? Case studies? Data and statistics? White papers or other kinds of presentations? Consider today how effectively your marketing communications convey your value. It isn’t your potential client’s job to discover the value that you would bring; it’s your job to illustrate it so the potential client understands.