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Why Some Projects Shouldn’t Be Pursued (Even If You Could Close)

  • Writer: Sarah Sink
    Sarah Sink
  • Aug 19
  • 3 min read

In business development, the thrill of “we could close this” is real. You see a sponsor with a promising molecule. You hear a need that fits some of your capabilities. The budget looks right, the team is interested, and you’ve already started envisioning the pitch.


But here’s the thing: just because you can win a deal doesn’t mean you should pursue it.


The strongest BD professionals I know aren’t just closers, they’re disciplined filters. They ask not only: “Can we partner on this?” But also: “Should we?”



Not All Wins Are Worth the Cost


It’s easy to justify almost any pursuit when your pipeline is light or targets are looming. And to be clear, this isn’t about being picky or passive.


It’s about recognizing that some projects, even the winnable ones, can quietly cost you more than they’re worth.


I’ve seen it happen:


  • A deal that checked all the commercial boxes but tied up technical teams for 6+ months because the modality was a stretch


  • A client who pushed timelines and scope so hard that your delivery team never recovered


  • A project that looked small, but pulled QA, validation, and SME bandwidth away from higher-value, better-fit work


We don't talk enough about the opportunity cost of misaligned wins. But those are the deals that wear down your team and stall long-term growth.



Strategic Fit Is the First Filter, not a Retrospective


It’s one thing to say, “This client wasn’t the right fit” after the kickoff is already painful.


It’s another to say, “This isn’t worth pursuing” before you ever send the proposal.


That’s where strategic fit comes in. And no, I don’t mean checking a few boxes on a sales sheet. I mean sitting down with your technical and operational counterparts and asking:


  • Does this program land within our true capabilities or are we trying to force it?


  • Do we have the bandwidth to deliver well, not just “make it work”?


  • Does the client’s working style align with how we operate and communicate?


When you use strategic fit as a first filter, you don’t just protect capacity; you protect morale, relationships, and future pipeline health.


Worried a deal might be more compliance headache than it’s worth? Download “Top 10 Things Every BD Should Know About GMP Regulations” for a quick-glance guide that helps you spot regulatory risks before they derail a new partnership.



Sometimes Saying “No” Builds More Trust Than Saying “Yes”


I’ve learned this the hard way: Sponsors respect when you tell them a project isn’t a good fit, especially when you do it early and professionally.


Why? Because it shows you’re not just trying to win the work. You’re trying to deliver it well.


A thoughtful “no” protects your brand far more than a rushed “yes” followed by misaligned execution.


And sometimes, that “no” becomes the reason they come back later when the next program is a fit.



Internal Alignment Helps You Say No with Confidence


One of the hardest parts of walking away from a deal isn’t external, it’s internal.


We’ve all been in meetings where leadership says:


  • “It’s a stretch, but we need the revenue.”


  • “Let’s just win it and figure it out later.”


  • “If we don’t bid, someone else will.”


That’s why internal alignment around what’s worth pursuing is so critical.


When BD, ops, QA, and project management all agree on the criteria for fit, it’s easier to say no without second-guessing, or scrambling to fulfill something you shouldn’t have committed to.


If you’re struggling with this alignment, my course “Ask Smarter, Close Sooner” is built to help BD professionals like you lead better internal conversations and set smart pursuit criteria.



The Best BD Strategy Isn’t Just About Winning


Yes, BD is about growth. About new clients. About expanding reach.


But the best BD strategy also knows when not to swing.


Because if you’re saying yes to every opportunity, you’re not being strategic, you’re being reactive.

So, here’s your reminder: You’re not just responsible for filling the pipeline. You’re responsible for protecting the business, your client, and the patients.


And that means learning to walk away, even when the deal is within reach.



For more insights and personalized support in navigating the biotech-CDMO landscape, visit my website: www.yourpharmagirl.com and follow Your Pharma Girl on LinkedIn. Whether you need strategic guidance, tailored BD solutions, or expert advice on building lasting partnerships, I’m here to help you and your team succeed at every stage of development.

 
 
 

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