Don’t put all your eggs in the AI basket, says Jody Osman of Propeller Group. The agencies thriving today are those ‘blending digital dexterity with emotional intelligence.’
Jody Osman, Oya Mustafa, Ali Wallace, and Richard McHardy at last year’s awards (Photography: Bronac McNeill)
Imagine waking up tomorrow and every AI tool you rely on – from your CRM automations to your ChatGPT prompts – has simply vanished. Would your business development strategy still stand?
It’s a provocative question that reveals a truth many in marketing and new business quietly feel: our growing dependence on technology has made connection faster, but not always deeper. In a world obsessed with automation, data enrichment, and scale, the agencies and B2B brands winning today are the ones that remember a timeless truth: relationships, relevance, and rhythm drive results.
Because even as the tools evolve, one thing doesn’t change: business development is, and always will be, a human game.
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Anyone who’s spent time in new business will know it can be like a rollercoaster: exhilarating, exhausting, and everything in between. There are the highs of a big win, the lows of near misses, and the constant push to do more with less. But behind the spreadsheets and strategy decks lies something more elemental: the art of human connection. Clients aren’t just choosing agencies; they’re choosing people: the ones who listen, understand, and can turn ideas into impact. In a world of data-fueled prospecting, it’s the human touch that builds relationships and closes deals.
Across the industry, a clear pattern is emerging: the most successful agencies aren’t just using AI smarter – they’re also doubling down on their people. This is a truth reflected in this year’s The BD100 awards, which recognise the best talent in the business development world.
Oya Mustafa, chief growth officer at Not Normal Group and The BD100’s reigning Business Developer of the Year, captures it perfectly: “People don’t buy services. They buy people. They buy trust.”
Her words reflect a mindset shift happening across the board. In a time of relentless outreach, she reminds us that the strongest relationships are built on resonance, not pressure. “Human connection isn’t about chasing,” she adds. “If it’s not mutual, it’s not right: ice it or move on.”
Richard McHardy, co-founder of The BD100, echoes that sentiment. “Tech saves time,” he explains. “It doesn’t earn trust; it doesn’t build connections in the same way. Old-school methods still work – the art of closing should not be forgotten.” It’s a compelling balance: new tools, timeless truths. The agencies thriving today are blending digital dexterity with emotional intelligence to deliver competitive advantage.
The BD100 has championed the people driving agency growth for the last seven years, not just the numbers behind it. What began as a list celebrating unsung business developers has become a movement – a community recognizing that creativity, tenacity, and empathy are the real engines of growth.
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Today’s business developers aren’t just opening doors: they’re shaping agency strategy, building culture, and driving resilience in an ever-changing market. The best see technology not as a replacement for relationships, but as an amplifier of them.
Mark Clark, CEO at jfdi – longstanding partner of The BD100’s Rising Star Award – believes the next generation of talent is redefining what success looks like. “The new generation of new business stars grew up with the rise of the robots, and can see further by standing on their shoulders, recognizing the real power lies in combining human ingenuity with machine intelligence.” His words are a reminder that the future of business development depends on how well we invest in people – not just platforms.
Ali Wallace, CEO and founder of DNA Recruit – talent partner of The BD100 since its inception and award partner for Business Developer of the Year – agrees: “We can automate process, but not passion. The best business developers forge genuine connections that technology can never replicate – and that’s exactly what The BD100 exists to celebrate.”
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Nominations are now open for The BD100 2026 – a celebration of the people proving that business development is, above all, about relationships. They’re the ones turning contacts into connections, data into dialogue, and conversations into lasting partnerships. In a world led by tech, it’s still the human touch that makes the biggest difference.
Click here to make your nomination for The BD100.
Jody Osman is co-founder at The BD100.
Propeller Group
Propeller Group is a global B2B agency with an integrated approach to PR, content, and growth marketing. We partner with businesses in marketing, media, and technology...
