Sophisticated marketing and business development/sales functions do not ensure competitiveness. There are numerous factors that determine a company's competitiveness. This presentation identifies factors that must be addressed to maximize a company's competitiveness.

1. B2G Company Competition:
State of Readiness
Version 3.0
October 2015
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2. Key Topics
• “Influencers” of Competitiveness
• Organization Artifacts
• Marketing and Business Development
• Assets
• Factors of Competitiveness
• Considering Innovation
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3. “Influencers” of Competitiveness
• Structure of the organization
• Sales-oriented culture? Entrepreneurial?
• Discretionary funding for investment in
growth?
• Marketing sophistication
• Assets and skills inventories
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4. Organization Artifacts
• What are the firm’s core competences? What are
its’ ‘lines of business’? Strategic thrust:
differentiation or focus or ‘me too’?
• Web site (language, credentials, SME evidence,
alliances, hot links, corporate collateral status,
SEO) evidence of Thought Leadership?
• Status of the strategic plan? 3-year vision?
What are the organization’s discriminators?
• What is the Brand according to customers?
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5. Marketing and Business Development
• What is the nature of environmental
scanning/market research? Proactive vs.
reactive?
• What is the extent of internal information
sharing?
• What are the firm’s sustainable competitive
advantages (SCAs)?
• How is ‘quality’ executed in the organization in
terms of deliverables? Who owns QA?
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6. Marketing and Business Development
(cont.)
• What is a Program Manager’s (PM) explicit
responsibility in terms of generation of new business?
Does the PM have access to discretionary resources?
• What alliances are in place? With whom? Impact?
What is their Small Business partnering strategy?
• How is the business opportunity pipeline created and
managed?
• How are short- and long-term opportunities balanced?
• What discretionary resources are dedicated for
qualifying and generating new business?
• What is the firm’s value proposition according to
customers?
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7. Assets
• What are the organization's key assets ---
SMEs, custom tools, unique skills, intellectual
property (IP), prime contracts, client and
industry relationships, and degree of
innovation… as they relate to
competitiveness?
• What underutilized IP assets may be divested,
licensed, or co-developed for new markets?
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8. Factors of Competitiveness
A Priori
• Infrastructure
• Culture
• Structure
Strategic
• Vision
• Marketing
Sophistication
• Brand Management
• Innovation
• Proactive Market
Research
Tactical
• Account Planning and
Execution
• Qualitative Metrics
• Information Sharing
• Business qualification,
capture, proposal
generation and organic
growth processes
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9. Considering Innovation
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