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Pursuit Bid Process Map
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Pursuit Bid Process Map

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Campaign and bid development process for effective bid marketing and strategic planning

Campaign and bid development process for effective bid marketing and strategic planning

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  • 1. PURSUIT ACTIONS CLIENT ACTIONS CLIENT & PURSUIT PRE RFI NEW OPPORTUNITY IDENTIFY AREAS WITH Desk research into client / market / competition INTERESTS / INFLUENCE Buying concern analysis, risk / cost HR, R&D, CEO, PR, IT, S&M, Brand, CSR FIRST PRINCIPLE Ability to deliver Assess board strategy vs reality of delivery Insight Cross discipline workshop OPPORTUNITY ANALYSIS Break down business ‘silos’ Outline structure for bid portal Can we add value? Should we pursue? Connect divisions & departments Can we compete? Are we aligned to win? Engage the marketing team EXISTING CUSTOMER Strengthen customer / sector proof Business / relationship status IDENTIFY Leverage your brand Account goals Team / references / sponsors Challenges / initiatives Internal / external experts BUILD STAKEHOLDER MAP TO IDENTIFY Account history Intelligence Decision-makers, key influencers, Approach & positioning key supporters, saboteurs RFI / PQQ ISSUED RFI / PQQ SUBMITTED RECOMMENDATIONS BUILD Storyboarding – win themes Commercials Branding & identity Solutions / service model FOLLOW NOSE Executive summary outline Bid team / executive sponsors Needs of the client Inform Intelligence Outputs to address needs REQUIRED DELIVERABLES OVER PERIOD Solution you reccomend Submissions Experience of delivering similar solutions Client references / film Personae STEPS TO WIN Solution film / roadmap 1. Customer relationship 2. Win strategy Bid portal-induction team / client education 3. Competitive analysis 4. Teaming Workshop / outputs 5. Intelligence gathering 6. Solution development RFI ISSUED DEVELOP CONTINUE BUILDING Executive summary Commercials Presentation content Solution / service model AGENDA FOR TEAM WORKSHOPS Proposal submission / packaging Bid team / executive sponsors / TRADE SHOWSInnovate Client reference video briefing pack Intelligence Innovation, sustainability, risk, competition, Agreed content: film / print / animation HR, commercial, transition, CSR, governance Workshop / outputs solution, added value, differentiation CONTINUALLY REVIEW 6 STEPS 1. Customer relationship 2. Win strategy 3. Competitive analysis 4. Teaming 5. Intelligence gathering 6. Solution development RFI SUBMITTED DESIGN CONTINUE BUILDING Branding materials Commercials Build presentation Solution / service model COMPETITIVE DIALOGUE Produce customer leave-behind packs Bid team / executive sponsors Private - TPI yellow pad sessionImplement Rehearsals and Q&A Intelligence Public – workshops Oral presentation / AV / room branding CONTINUALLY REVIEW 6 STEPS 1. Customer relationship 2. Win strategy 3. Competitive analysis 4. Teaming 5. Intelligence gathering 6. Solution development DOWN-SELECT DELIVER PREPARATION FOR Develop killer presentation(s) Presentation(s) and site visits Utilise pre-built materials (film/solution) Select final team for presentation(s) Due diligence Produce hard-copy customer packs Continue modelling, costing, building intelligence Site visits Realise Room dressing / AV support Brief account managers, pre-visits Off-site rehearsals Identify ‘tour representatives’ CONTINUALLY REVIEW 6 STEPS Production of site visit briefing packs Dress sites and rehearse reps on Q&A 1. Customer relationship 2. Win strategy 3. Competitive analysis 4. Teaming 5. Intelligence gathering 6. Solution development POST-BID ANALYSIS Approach POST-WIN APPRAISAL – HARD/SOFT METRICS BAFO Solution Assess contract renewal ability Brand and positioning Team, brand and people audit Analyse Team Client feedback Risk Delivery on promises HR issues C&C

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