The new IMPACT Business Development Process℠ enables true differentiation. Contractors can stop merely responding to RFPs and start shaping them. Increase win rates while reducing BD costs. This webinar video introduces the first 3 steps of the 9-step IMPACT BD process. To learn more strategies for winning government business, sign up for free updates at polsterconsulting.com . You’ll get each new post by email and a paper describing the IMPACT Business Development Process℠.

1. WINNING STRATEGIES
FOR THE 2017, $81.5B, FEDERAL TECHNOLOGY MARKETPLACE

2. TODAY’S PRESENTERS
JAMES BAKER AND ROB POLSTER
2

3. JAMES BAKER
ABOUT
James “Jimmy” Baker is a noted speaker, author, marketing consultant and strategist on the
public sector technology marketplace. Baker has spent his career in the Washington, DC
Metropolitan Area as well as Northern California consulting for technology companies that sell
to government. Baker has consulted for many technology companies, from Fortune 500’s to
small businesses, such as: Microsoft, Adobe, Unify, Hewlett Packard, vmWare, CA Technologies,
Salesforce, Unisys, Avaya, Intel, Akamai, Proofpoint, Cisco, Gigamon, Dimension Data, and
Electric Lightwave. A graduate of the University of Maryland, Baker currently resides in Northern
California with his wife and two sons. Baker is very active in his local community supporting
food banks as well as serving as a chaplain in Sacramento Juvenile Justice System.
www.jamesjbaker.com
BOOK
Baker’s book “How to Win Business from the Government- A Tactical Guide to Understanding
the US Federal Government Information Technology Marketplace” was commented on by Jim
Flyzik, former Federal Government CIO and CIO Magazine Hall of Fame Inductee. Flyzik stated,
“This is the first time I’ve encountered so much useful information put together in one place. It’s
not only a great learning experience but also a useful reference manual for business developers
and representatives looking to gain a competitive edge.” Baker’s book is available through
Amazon in paperback or Kindle.
www.governmentbusinessbook.biz
GOVERNMENT FORUM
The Public Sector Technology Exchange (PSTE) is an independent, leadership forum that
discusses the technology issues impacting government and education marketplaces. Each
PSTE forum features a panel of technology leaders discussing with Baker the latest trends and
challenges in government, industry, and education. The PSTE recently hosted a national
webinar entitled “Protecting the 3 Biggest Security Risks to your Organization – Email, Mobile,
and Social“ Watch this discussion at:
www.publicsectortechnologyexchange.com3

4. DR. ROBERT POLSTER
• President, Polster
Consulting
• Creator of IMPACT BD℠
• Systems Integration
Veteran
• Operations Research
4

5. BEFORE WE GET
STARTED . . .
Registrants will receive:
• Slides
• Recording
Submit questions via
dashboard

6. AGENDA
• Your Take Aways
• The IMPACT Business Development
Process℠
– Overview
– First 3 Steps
• Find Hidden Opportunities
• Map Target Agency
• Differentiate Your Company
• Questions
• Closing Remarks / Offer

7. ORDER
TODAY
Amazon.com
Purchase book before
September 1, 2016 and
Baker will offer your team a
30 minute complimentary
strategy session. Email
receipt to Baker at
james@jamesjbaker.com
7

8. Free IMPACT
BD Paper
Download at
polsterconsulting.com/web
inar

9. CONTACT
PRESENTERS
James Baker / james@jamesjbaker.com
Dr. Robert Polster / robert.polster@polsterconsulting.com
9

10. YOUR TAKE AWAYS . . .
1. How to overcome lack of
– Relevant past performance
– Relationships with government executives
2. Best source of bid opportunity
intelligence
3. How to differentiate your company
4. DME: What it is. Why it is key

11. IMPACT BUSINESS DEVELOPMENT
INTELLIGENCE MESSAGING CONNECTIONS
11

12. START
shaping RFPs
IMPACT BD’S
PURPOSE
STOP
merely
respondng to
RFPs

13. WHAT DO YOU NEED TO
SHAPE AN RFP?
• Customer Problem
• Customer Budget
• Time
• Understanding
• Insight
• Appointment

14. WHAT DO YOU NEED TO SHAPE
A RFP?
• Customer Problem
• Customer Budget
• Time
• Knowledge
• Insight
• Appointment
IMPACT
BD
Provides
All

16. IMPACT BD
9 STEPS
FIND HIDDEN
OPPORTUNITIES
MAP TARGET
AGENCY
DIFFERENTIATE
DEVELOP
STORY
DEVELOP
VALUE
PROPOSITION
GET YOUR
STORY HEARD
WRITE
PROPOSALS
THAT
RESONATE
WIN
RECOMPETES
WITH STORIES
STREAMLINE
SELLING WITH
BRANDING /
MARCOM

17. IMPACT BD
9 STEPS
FIND HIDDEN
OPPORTUNITIES
MAP TARGET
AGENCY
DIFFERENTIATE
DEVELOP
STORY
DEVELOP
VALUE
PROPOSITION
GET YOUR
STORY HEARD
WRITE
PROPOSALS
THAT
RESONATE
WIN
RECOMPETES
WITH STORIES
STREAMLINE
SELLING WITH
BRANDING /
MARCOM

18. IMPACT BD STEP 1
18

19. FINDING HIDDEN OPPORTUNITIES
19

20. SELECT TARGET
AGENCY
Factors to consider
• Forecasted growth
• Match with expertise

21. DOJ
SNAPSHOT
•$2.7B IT Budget
•$476M in DME
•233 Budget Line Items
•74% of Projects on Schedule
•81% of Projects on Budget
•46% of Budget on Major
Initiatives
•IT Strategy- Advance, Protect,
and Serve21

22. DOJ
FACTS
• Led by the Attorney
General, DOJ has over 60
components that provide
national security, law
enforcement, and criminal
justice responsibilities.
• Total Budget $28.7B
• Over 118, 000 employees
• Daunting task for just one
executive to cover the entire
organization.22

23. 23

24. 24

25. DOWNLOAD
THE BUDGET
1. Go to
https://www.itdashboard.g
ov/#explore-govwide
2. Save the Excel file
3. Study where and what
your target customer is
spending money on

26. 26

27. QUICK LOOK AT THE BUDGET
Over 7,400 budget lines
Based on review of budget line items $10M +
Web based supply chain management
Infrastructure / Enterprise Architecture
Research Automation
Telecommunications
Financial Management
Data Storage
Cloud Solutions - Public, Private, and Hybrid
Database Management
Mainframe Maintenance
Technology Transfer
Weather and Geographical Information Systems
Emergency Response
Integration of Disparate System
Security
Applications
Dashboard and Business Intelligence
IT Help Desk Support and Trouble Shooting
Resource Management
Web and Portal
Modernization
27

28. WHAT KINDS OF
OPPORTUNITIES
DO YOU SEEK?
List your company’s skills
1.
2.
3.
4.
5.
28

29. SEARCH BUDGET
FOR KEYWORDS

30. EXTRACT LINE ITEMS
WITH KEYWORD MATCH

31. ACQUIRE ADDITIONAL INTELLIGENCE
• For each line item is there
– An Exhibit 300?
– An RFP?
– A forecasted procurement?
• Identify points of contact in target
departments to call to learn more about
investements

32. OTHER DATA . . .
Additional intelligence
sources:
FBO.gov
FPDS.gov
Small business forecast
Other forecasting tools
32

33. CREATE AN OPPORTUNITY PIPELINE
• Based on
– Opportunities identified
– Weight Deals
– Objectives regarding
• Revenue to be acquired (run rate) – Just
because a budget line is for $1M does not
mean your company has a $1M opportunity
• Skills to be used
• Technologies to be used

34. IMPACT BD STEP 2
34

35. MAP TARGET AGENCY
35

36. DEVELOP
AGENCY
PLAYBOOK
• Who’s who
• Political mandates
• Challenges
• Competitive landscape
• Upcoming recompetes

37. CALL PLAN
• Review a single BLI from the
budget
• The BLI should map to a mission
and mandate
• Within program that your
chasing there are a number of
people you need to meet
• Example / CPIC / IRB
• PMs, COTRs, Tech
Implementors, Competitors,
Teaming Partners

38. USING THE BUDGET
SPREADSHEET
DEPT.
MISSION
AND
GOALS
BLI AND
$$$$$$
YOUR
USP
RFP OR
FORECAST
VALUE OF
DEAL AND
VALUE TO
OUR
COMPANY
300 PLAYING
FIELD
PRIME OR
SUB
OTHER
INFO
CALL
PLAN
• Identify the deals that best match your company
• Weight the Deals (based on timing, value, risk, and
ability position)
• Review the data and pursue
• How is this different from a commercial RFP /
forecast system?

39. IMPACT BD STEP 3
39

40. OBJECTIVE
Differentiate Your Company
in the Federal Market
40

41. FIND PROBLEM YOU SOLVE
41

42. RISK IS THE PRIMARY
CONCERN OF
GOVERNMENT
EXECUTIVES

43. CONSIDER A SOCIAL
SECURITY
ADMINISTRATION
CALL CENTER . . .

44. CALLERS DO
NOT GET
ANSWERS WHEN
IT SYSTEMS FAIL

45. AND THAT
LEADS TO . . .

46. . . .TO
CONGRESS

47. . . . WHICH
CAN LEAD TO
HEARINGS

48. . . .WHICH CAN
LEAD TO
HEACACHES FOR
THE EXECUTIVE-IN-
CHARGE

49. BUT SUPPOSE HE
HIRES AN IT
SERVICE DESK
COMPANY

50. . . . AND SUPPOSE
THEY WARN ABOUT
EMERGING TROUBLE
SPOTS

51. . . . WHICH
PROVIDES
NEEDED
VISIBILITY AND
INSIGHT

52. REVISED
COMPANY
SPECIALTY
OLD: IT Service Desk Ops
NEW: Enhancing
Government Executive
Control of Complex IT
Operations.

53. UNIQUE VALUE
PROPOSITION IS
KEY TO SUCCESS
IN GOV’T MARKET

54. QUESTIONS FOR
DEVELOPING YOUR
UNIQUE VALUE
PROPOSITION
What risks does your
company mitigate
for customers?
What would go wrong for
my customer if we did
not do our job well?

55. IMPACT BD
9 STEPS
FIND HIDDEN
OPPORTUNITIES
MAP TARGET
AGENCY
DIFFERENTIATE
DEVELOP
STORY
DEVELOP
VALUE
PROPOSITION
GET YOUR
STORY HEARD
WRITE
PROPOSALS
THAT
RESONATE
WIN
RECOMPETES
WITH STORIES
STREAMLINE
SELLING WITH
BRANDING /
MARCOM

56. TIME FOR QUESTIONS
56

57. QUESTIONS
1. Overcoming the problem of insufficient relevant
PPQ/PPIRS/ project references
2. What are the best sources for bid information?
3. How can I differentiate my company with so
much competition?
4. What do you mean about DME dollars?
5. What if I don’t have a lot of relationships in
government?
6. Is my company’s size a risk?
7. How do Polster and Baker work with tech
companies?
57

58. CLOSING REMARKS
58

59. Free IMPACT
BD Paper
Download at
polsterconsulting.com/webinar

60. ORDER
TODAY
Amazon.com
Purchase book before
September 1, 2016 and
Baker will offer your team a
30 minute complimentary
strategy session. Email
receipt to Baker at
james@jamesjbaker.com
60

61. CONTACT
PRESENTERS
James Baker / james@jamesjbaker.com / 703.303.4233
www.governmentbusinessbook.biz
www.publicsectortechnologyexchange.com
www.jamesjbaker.com
Dr. Robert Polster / robert.polster@polsterconsulting.com
61

62. WINNING STRATEGIES
FOR THE 2017, $81.5B, FEDERAL TECHNOLOGY MARKETPLACE
62