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

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 SHOWS
Innovate
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 session
Implement
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