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Tactical Competitive Intelligence for Bid teams

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Presentation given by Amplio Director, Alex King to a Strategic and Competitive Intelligence Professionals (SCIP) meeting in London, UK. The presentation discusses the many challenges CI Professionals have to provide tactical competitive intelligence for Sales & Bid teams. Most CI professionals are primarily funded and rewarded for doing strategic competitive intelligence work. The event discussed what they can do to have more of an impact with Sales & Bid teams to increase the value of their CI service.

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Tactical Competitive Intelligence for Bid teams

  1. 1. info@amplioservices.com Tactical Competitive Intelligence for Sales & BidTeams Alex King, Amplio Strategic & Competitive Intelligence Professionals (SCIP), London. 18th November, 2015 © 2017 Amplio Services 1
  2. 2. info@amplioservices.com © 2017 Amplio Services 2 This presentation will show… • There is a huge, unfulfilled demand for sales & bid team tactical competitive intelligence • Fulfilling it can lead to quick competitive advantage because your competitors probably aren’t very good at it • The results are relatively easy to measure proving the return on investment
  3. 3. info@amplioservices.com • What do sales & bid teams want from the CI function? • Gathering primary & secondary intelligence to meet this demand • Breakout Discussion 1: Experiences of collecting CI • How CI for Sales & Bid teams is different to strategy work • Breakout Discussion 2: The importance of people-sources in CI analysis • Difficulties of managing internal CI and knowledge silos • Breakout Discussion 3: Overcoming knowledge silos Contents & Agenda 3© 2017 Amplio Services
  4. 4. info@amplioservices.com The demand for tactical competitive intelligence What do sales & bid teams want from the CI function? © 2017 Amplio Services 4
  5. 5. info@amplioservices.com 5 In a survey of 178 bid professionals1 conducted with the Association for Proposal Management Professionals (APMP) “better competitive intelligence” was ranked as the 3rd quickest way to improve bid performance © 2017 Amplio Services From a Bid Managers perspective… 1 How technology is changing Bidding (2017). Amplio Services
  6. 6. info@amplioservices.com In another survey of Price to Win analysts2, 60% said that “better Competitive Intelligence” would have the quickest improvement on their results © 2017 Amplio Services 6 From a Price to Win perspective… 2 Price to Win Survey (2017). Amplio Services
  7. 7. info@amplioservices.com Customers are also complaining that bidders fail to distinguish themselves and create a unique value proposition3 © 2017 Amplio Services 7 From a Customers perspective… 3 Bids & Proposals Customer Survey (2017). Amplio Services
  8. 8. info@amplioservices.com What to do about this? Gathering primary & secondary intelligence to meet demand © 2017 Amplio Services 8
  9. 9. info@amplioservices.com Stakeholder Deliverables4 9© 2017 Amplio Services 4 Competitive Intelligence for Bid Teams (2017). Amplio Services
  10. 10. info@amplioservices.com There were relatively low value scores for people-centred deliverables: • Profiles of potential employees • Profiles of Competitor Key Decision Makers • Profiles of Customer Key Decision Makers © 2017 Amplio Services 10 Less appreciation of people intelligence 4 Competitive Intelligence for Bid Teams (2017). Amplio Services
  11. 11. info@amplioservices.com There were relatively high value scores for: • Cost Benchmarking Data • Market Forecasts • Specific information on a Sales or Bid Opportunity © 2017 Amplio Services 11 More appreciation of hard numbers 4 Competitive Intelligence for Bid Teams (2017). Amplio Services
  12. 12. info@amplioservices.com Participants were asked to tick all sources that produce useful data, this is effectively a popularity measure5. Again, we see a preference for hard figures found in annual reports and industry statistics. Senior managers and former employees were relatively unpopular sources of intelligence. © 2017 Amplio Services 12 Sourcing CI 5 Competitive Intelligence for Bid Teams (2017). Amplio Services
  13. 13. info@amplioservices.com 13© 2017 Amplio Services Finding Competitive Intelligence
  14. 14. info@amplioservices.com 14 Finding Competitive Intelligence
  15. 15. info@amplioservices.com Pick a discuss topic (in small groups) 1. To what extent are customers a good source of CI? 2. What are the best sources of ‘hard-to-find’ competitive intelligence and how could we integrate its collection into business as usual? © 2017 Amplio Services 15 Discuss: • How does your experience match the research presented • Does anyone in your group have any best practice examples of handling these issues • What did you learn about difficulties you have in common with the people in your group?
  16. 16. info@amplioservices.com Serving BidTeams vrs serving Strategy The difference in requirements and approach © 2017 Amplio Services 16
  17. 17. info@amplioservices.com 78% of SCIP respondents said that “developing strategy” was a key driver for CI in their company, compared to 33% for “driving sales” 6 This mirrored an earlier finding that 60% of members were funded by strategy or marketing, compared to just 13% by sales or business development. © 2017 Amplio Services 17 Strategy: the safe place for CI? 6 Career Planning Survey (2012). UKCIF
  18. 18. info@amplioservices.com The core outputs to support Sales & Bid teams are not foreign to CI practitioners, however they are not the most common and will probably be done with different emphasis7 © 2017 Amplio Services 18 Core outputs supporting Bids 7 Career Planning Survey (2012). UKCIF
  19. 19. info@amplioservices.com Sales & Bid Teams • Short-term, narrow focus • War Gaming • Pricing • Scenarios Strategy & Senior Management • Long-term, broad focus • Board Decision Making • Market landscaping • Forecasting © 2017 Amplio Services 19 Differences in Emphasis • Winner takes all! There are no prizes for coming 2nd in a bid! • Constantly changing market shares and trends • Working within your restrictions (e.g. brand, technology, people) to make the most of what you have • Manoeuvring the company to the optimal profit making opportunities
  20. 20. info@amplioservices.com In more than half of cases, feedback from buyers said that the eventual winner was more “influential and engaged” in the pre-bid phase8. This continues the theme of a greater emphasis on ‘softer’ factors in bidding. © 2017 Amplio Services 20 Why you win or lose 8 Bids & Proposals Customer Survey (2017). Amplio Services
  21. 21. info@amplioservices.com Customers are overwhelmingly pre- occupied with transparency and fairness in the bid process9 this means they become a less reliable source of competitive intelligence as the bid continues © 2017 Amplio Services 21 How customer success looks 9 Bids & Proposals Customer Survey (2017). Amplio Services
  22. 22. info@amplioservices.com • Research shows that some organisations have processes that make it very difficult not to accept the lowest price10 • There were an equally large group of buyers who trade technical capability with price • This highlights the importance of win / loss analysis 22 Customer buying trends 10 Bids & Proposals Customer Survey (2017). Amplio Services
  23. 23. info@amplioservices.com Bid professionals are far more likely to base decisions on intangibles like “credibility” and “risk appetite” 11 than the more tangible factors like fluctuating material prices and labour productivity © 2017 Amplio Services 23 Bid decision makers 11 Price to Win Survey (2017). Amplio Services
  24. 24. info@amplioservices.com • There are three generic ways companies compete. These are called ‘Value Disciplines’: 12 13 How companies compete © 2017 Amplio Services 24 Being the cheapest Having the best quality Using customer intimacy Aldi Waitrose 7-Eleven 12 Competitive Strategy (1980). Michael Porter. 13 Customer Intimacy and other Value Disciplines (1992). Michael Treacy & Fred Wiersema. 14 Hyperperformance (2010). T.J. Waters • Decision-makers develop predictability because “people repeat their successes and avoid their failures” 14
  25. 25. info@amplioservices.com Pick a discuss topic (in small groups) 1. Do ‘organisational cultures’ prevail or are they just reflections of key decision makers at a point in time? 2. What are the best examples of measuring, qualifying and storing people-sourced intelligence you have seen? © 2017 Amplio Services 25 Discuss: • How does your experience match the research presented • Does anyone in your group have any best practice examples of handling these issues • What did you learn about difficulties you have in common with the people in your group?
  26. 26. info@amplioservices.com Knowledge Silos Difficulties of managing internal CI and knowledge silos © 2017 Amplio Services 26
  27. 27. info@amplioservices.com Most respondents said that “better flow of internal information” was the quickest way to improve CI in their organisation. This is clear evidence of knowledge silos15 © 2017 Amplio Services 27 Improving your CI function 15 Competitive Intelligence for Bid Teams (2017). Amplio Services
  28. 28. info@amplioservices.com Companies that have international offices struggle to leverage the extra CI. Only 24% of participants said international offices provide valuable CI. Only 32% felt their company structure promoted cross-division or country information sharing16 © 2017 Amplio Services 28 Cross-Company KnowledgeTransfer 16 Competitive Intelligence for Bid Teams (2017). Amplio Services
  29. 29. info@amplioservices.com 59% were not satisfied with the information Senior Managers collect for them The most common reasons indicate a lack of engagement, rather than lack of ability to collect the CI17 © 2017 Amplio Services 29 Engaging Senior Management 17 Competitive Intelligence for Bid Teams (2017). Amplio Services
  30. 30. info@amplioservices.com Pick a discuss topic (in small groups) 1. Can international and divisional silos be overcome? 2. How can practitioners successfully utilise their senior management to gather CI for them? © 2017 Amplio Services 30 Discuss: • How does your experience match the research presented • Does anyone in your group have any best practice examples of handling these issues • What did you learn about difficulties you have in common with the people in your group?
  31. 31. info@amplioservices.com • Thanks for reading. Check out more of our blogs at: http://www.amplioservices.com/blog • Connect with us on LinkedIn • Tweet us on Twitter • Email us at: info@amplioservices.com Connect with Amplio 31© 2017 Amplio Services

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