Business Development for Professional Services (Summit Presentation to Queen's University)
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Business Development for Professional Services (Summit Presentation to Queen's University)

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Peggy Steele (Principal, Summit Proposal Group Inc.) is a regular guest speaker at the Queen's University's School of Business. This is a summary deck of the most recent session in September 2013.

Peggy Steele (Principal, Summit Proposal Group Inc.) is a regular guest speaker at the Queen's University's School of Business. This is a summary deck of the most recent session in September 2013.

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  • 1. Business Development for Professional Services Queen’s University, School of Business 09-20-2013 Peggy Steele Principal, Summit Proposal Group Inc. © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 1
  • 2. Agenda • Round‐Table Introductions • Business Development Lifecycle – Theory, Best Practices 1. Market Research 2. Capture Management 3. Proposal Management 4. Relationship Management • Case Studies – Your Project Proposals © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 2
  • 3. Profile – Peggy Steele • 14 years of consulting experience: • Market Research and Strategy • Capture and Proposal Management • Procurement Advisory • Business Planning and Strategy • Business Process Reengineering • IM/IT Strategy • Industries:  Public Sector (Specialization);  Financial Services; Technology; and Life  Sciences • Global:  Canada (Specialization); US;  Australia; and European Union • Queen’s University B.Com 1999 © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 3 Experience
  • 4. Overview: Business Development Lifecycle © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 4 Market Research Capture Management Proposal Management RFP Release Project Delivery BP3‐2: Manage Proposals  Like a Project BP3‐3: Thoroughly Plan  Content BP3‐4: Run Structured  Reviews BP3‐5: Use a Structured  Proposal Process BP2‐1: Assess  Opportunities BP3‐1: Plan for RFx BP2‐2: Develop Capture  Strategies BP2‐3: Develop Capture  Plans BP1‐1: Conduct Historical  Market Research BP1‐2: Conduct Forward‐ Looking Market Research Relationship Management BP1‐3: Conduct Market  Research Annually  Regularly Identify, Monitor Opportunities  Business Development is a Cross‐Practice  Responsibility
  • 5. Part 1: Market Research © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 5
  • 6. Market Research © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 6 Not This… But This… • Pick what to win • Typically includes: • Historical Market  Research • Forward‐Looking Market  Research
  • 7. Market Research – Key Best Practices • BP1‐1: Conduct Historical Market Research • Top Vendors / Incumbents Matter – Do you really know who your  competitors are? • Buying Patterns Matter – Do you really know what your clients’  preferences are? • BP1‐2: Conduct Forward‐Looking Market Research • Follow the Money – What are your clients’ key issues, priorities, and  opportunities? • BP1‐3: Conduct Market Research Annually • Findings change from year to year • Multi‐year patterns are important © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 7
  • 8. Part 2: Capture Management © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 8
  • 9. Capture Management © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 9 Not This… But This… • Position to win • Typically includes: • Opportunity Assessment • Capture Strategy • Capture Plan
  • 10. Capture Management – Key Best Practices • BP2‐1:  Assess Opportunities • Combine market research (external analysis) with internal market  intelligence (staff) to define pipeline • Make a “go / no‐go” decision: • Can we win this? (Capability, Capacity, Client Relationship) • Should we win this?  (Strategic Fit) • BP2‐2: Develop Capture Strategies • For each opportunity, identify the win strategy • What discriminators and/or differentiators will you highlight? • What competitor discriminators and/or differentiators will you downplay? © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 10
  • 11. Capture Management – Key Best Practices • BP 2‐3: Develop Capture Plans • For each opportunity, identify the activities to build the client  relationship and position for the opportunity  • For example:  client calls, presentations, and demos; establish vendor  partnerships; competitor acquisition(s); build or hire expertise; etc. © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 11
  • 12. Part 3: Proposal Management © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 12
  • 13. Proposal Management © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 13 Not This… But This… • Plan to win • Typically includes: • Proposal Win Strategy • Proposal Outline • Proposal Writing • Proposal Review • Proposal Production &  Delivery • Proposal Management
  • 14. Proposal Management © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 14 • Consulting proposals vary significantly: • Complexity – Corporate, Methodology, Business, Functional,  Technical, and/or Resource Requirements • Size – Multiple Pages to Multiple Boxes • Formats – PPT, Word, Multimedia
  • 15. Proposal Management – Small Firm Typically letter proposals, including: • Who Describe the resources advising, managing, and/or  delivering the project (e.g. experience summaries, profiles,  and/or resumes). • What Describe the in‐scope consulting services.  • When Describe the key project activities and milestones (e.g.  calendar, Gantt Chart). • Where Describe the project location (e.g. client site, off‐site). • Why Describe the key client issues and objectives behind the  project. • How Describe any approaches and methodologies to be used  (e.g. SDLC). • Cost Describe the cost (e.g. rate x LOE estimate), including any  assumptions. © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 15
  • 16. Proposal Management – Big Firm • BP3‐1: Prepare for RFx • Typically ~80% RFX requirements are “common” • If we have no insights into what the client will ask for, we should  question our win probability • BP3‐2: Manage Proposals Like a Project • Proposals = time‐compressed projects • So, manage proposals like you would a project: • Develop a Proposal Management Plan • Communicate, Implement and Monitor Plan © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 16
  • 17. Proposal Management – Big Firm • BP3‐3: Thoroughly Plan Content • Consider developing a section outline prior to drafting content • Plan out sections (e.g. target page range, win themes, boilerplates vs.  net‐new content, visuals, relevant experience, external proof points  such as client quotations and industry rankings, etc.) • BP3‐4: Run Structured Reviews • Mandatory – Validates mandatory requirements are met • Rated – Validates rated requirements are addressed to maximize score • BP3‐5: Use a Structured Proposal Process • Establish a CMM appropriate to your firm • Aim to move from “compliant” to “high scoring” to “efficient” and,  finally, “consistently efficient”  © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 17
  • 18. Proposal Management – All Firms Key Characteristics of Winning Proposals Client Focussed Demonstrates understanding of ... • Opportunity requirements • Client current state issues  • Client future state objectives Value Packed • Clearly communicate benefits of selecting vendor Succinct • Clear, concise proposal Visually  Appealing • Well formatted • Rich in visuals (e.g. figures, tables)  • Consistent look‐and‐feel A proposal is an opportunity to build relationship, brand. © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 18
  • 19. Part 4: Relationship Management © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 19
  • 20. Relationship Management © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 20 Not This… But This… • Become a trusted  advisor • Typically includes: • Pre‐Delivery Relationship  Development • Delivery Relationship  Development • Post‐Delivery Relationship  Development
  • 21. Relationship Management • BP4‐1: Proactively build, maintain strong relationships with  existing and target clients • Clients buy based on who they trust to deliver • “Trusted Advisor” relationships can help firms: • Avoid business development lifecycle (e.g. directed) • Shorten business development lifecycle (e.g. project extensions,  amendments) • Influence business development lifecycle (e.g. shape RFP requirements) • There are no shortcuts; trust can only be fostered over time, with  effort (e.g. being in the trenches with clients) • Even after delivery, keep in contact with the clients – stay top‐of‐mind  (e.g. catch‐up emails, helpful articles) © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 21
  • 22. Recap: Business Development Lifecycle © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 22 Market Research Capture Management Proposal Management RFP Release Project Delivery BP3‐2: Manage Proposals  Like a Project BP3‐3: Thoroughly Plan  Content BP3‐4: Run Structured  Reviews BP3‐5: Use a Structured  Proposal Process BP2‐1: Assess  Opportunities BP3‐1: Plan for RFx BP2‐2: Develop Capture  Strategies BP2‐3: Develop Capture  Plans BP1‐1: Conduct Historical  Market Research BP1‐2: Conduct Forward‐ Looking Market Research Relationship Management BP1‐3: Conduct Market  Research Annually  Regularly Identify, Monitor Opportunities  Business Development is a Cross‐Practice  Responsibility
  • 23. Case Studies and Discussion © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 23
  • 24. Contact Information Peggy Steele Principal, Summit Proposal Group Inc. peggy.steele@summitproposalgroup.com http://www.linkedin.com/in/peggysteele @peggy_steele | @SummitWins © Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 24 © Summit Proposal Group Inc. ("Summit") 2013.  All rights reserved. No part of this publication may be reproduced, distributed, or  transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the  prior written permission of the publisher. For permission requests, write to the publisher, addressed “Attention: Permissions  Coordinator,” at:  publications@summitproposalgroup.com.