National presentation to the SMPS National Conference 2009 in Las Vegas - July 2009

1. Develop and Execute a Winning Strategy for
Major Pursuits
Greg M. Goodwin, Sr., FSMPS
Senior Vice President
Hosted by:

2. Our Fantastic Program
finish begin
1
11 Defining and
Summary of the
Identifying a Major
Session
Pursuit
10
“The Setting” An Organized & 2
Major Pursuits Disciplined
Checklist Review Approach to
Strategy
9
Action Plan and
Major Facilitation as Key
3
Team Calendar
Pursuits to Success
Strategy Including
Strategy Background of the 4
Theme and Program/ Pursuit –
8 Storyboard Initial Strategy
Development
Documentation and Client
Follow-through Understanding and
Essentials How the Analysis 5
7 Competition
Impacts Your
Strategy
6

3. • Wins
• Budgets
The Setting for Major • Meetings
• Nat’l Interaction
Pursuits • Golf
• Entertainment
• Client Relationships
• Identification/Creation of Projects
“The Goodwin • Working with People (I/E)
• Capture Plans and Strategy
Iceberg” • Partnership with Managers
• Proposal/Presentation Excellence
• Ownership of Program
• Long-Term Major Pursuits
• Value Added to All Team Members
• Intra/Interoffice Value and Interaction
• Big Picture Vision
- 1 Year Plan
- 2-3 Year Plan
- 5 Year Plan
• Sole-Source Clients and Projects
• Mine Existing Contracts

4. Cascading Effect of Strategy for Major Pursuits
CORPORATE
ENGINEERING
COMPANY (5 year)
REGIONAL (1 year)
SERVICE (1 year)
PERSONAL

5. Strategy How are Major Pursuits Successful?
• Client analysis
• Capture plan
• Theme/Thesis Relationships
Resources • Trust & strength
• Personal & professional
• Champion Win
• Budget
• Marketer
• Technical
• Support Communications
Time • Proposal & presentation
• Link to solution
• Start early
• Time for drafts
Module 4

6. Major Pursuits CPR Curve
Win Probability vs. Timing
Percent
100
80
Win Probability
60
Creative
40
20 Proactive
Reactive
0
12 to 24 6 to 12 RFP Selection
Months to RFP

7. Major Pursuits 5. Theme/Thesis
Process Description Development
4. Capture Plan Development
& Implementation
Train and lead
by example
3. Resource and Champion Assignment
2. Client Analysis
1. Screen and Target Client
Module 4

8. 1
Defining and
Defining and Identifying a Major Pursuit Identifying a Major
Pursuit
Will Vary For Our Firms
Smaller Medium Larger
Will Also Vary By Service Offering

9. Definition of a Major Pursuit May Include:
Client Target – Long-term Potential
Geographic Penetration – Strategic Entry
New Market/Service – Moving the Firm Strategically
Teaming Partner Success – Strategic Alliance/M&A
New Technology – Gaining Critical Mass
Dollar Volume (Major Program) – Threshold - Variable
Multi-year Engagement – Robust Program

10. Major Pursuits Need An Organized and An Organized &
Disciplined 2
Disciplined Approach to Strategy Approach to
Strategy
Project Description
Goals
Actions
Major Challenges
Basis for Selection
Selection Process
Sales / Win
Client Analysis
Strategy and Understanding of
Competitive Ranking
Execution Client’s Project
Competitor
Analysis
Identify and Final Sales/Win
Basis for Sales/Win
Prioritize Issues Strategy
Current Ranking
Solutions / Assessment
Benefits /
Proofs
Actions
Differentiation
Theme Development

11. Capture Plan – To Guide Your Major Pursuit

12. Another Major Pursuit Capture Plan Outline
1. Go/No-go checklist 11. Competition analysis
2. Budget 12. Key motivators and
3. Safety checklist requirements differentiators
4. Background 13. Required skills and resources
5. Project (description, budget, 14. Team and subconsultants
fees) 15. Experience and supporting
6. Goals proofs
7. Selection process 16. Critical gaps and fatal flaws
8. Decision-makers 17. Relationship Building/Contact
9. Technical issues Matrix
10. Community issues 18. Action Plans/Schedule/
Responsibility
Module 4

13. 3
Facilitation as Key to Success Facilitation as Key
to Success
Hallmarks of Good Facilitation Some Examples of Bad Facilitation
Results Oriented Agenda Not on Time, Off Agenda
Orchestrator/Leader Building Lets One or Two Dominate
Group Consensus Session
Winning Strategy Development Inconsistent Follow Through
Able to Bring Out “Group Weak Message and Strategy
Genius” Over Reliance on Politics or
Help Uncover “Dusty Jewels” Relationships
of Strategy – Puzzle Solver Ambiguous
Thorough Detail of Activities Assignments

14. Example of Results
Oriented Agenda for
Capture Planning
Session

15. Background of the Program/Pursuit – Background of the
Program/ Pursuit –
Initial Strategy Initial Strategy 4
Develop a Future
What Have You Learned About Program
Descriptive Information Vision of the
Funding Successful Project
Research and Intelligence (Wiki, Google, GoogleEarth) Completed and
Client
How the Selection Will Go Down On-line.
Politics

16. 5
Client
Client Understanding and Analysis Understanding and
Analysis
The Most Telling Step in a Major Pursuit
Sets the Stage for Entire Pursuit Strategy
Tells You What You Know . And Don’t Know
Time to Re-Visit Go/No-Go
Personality Styles of Committee
Power Rankings
Strengths and Cautions
Directs Your Action Plan and
Relationship Plan

17. Client Analysis is Fundamental to Developing a
Winning Strategy DIRECTOR
Mary Peters
DEPUTY DIRECTOR
Victor Mendez
ADMINISTRATION
STATE ENGINEER
PROCUREMENT
Dick Wright
Luan
PLANNING & VALLEY
SPCL SRV. OPERATIONS TRANSPORTATION
ENGINEERING
CONSULTANT Bill Higgins Dan Lance
Pete Eno
Sam Maroufconi
DIST. ENG. MATERIALS TRANS PLAN. ENG. TECH
Debra Brisk Doug Forstie Mary Tischer Dace Alloco
MAINTENANCE BRIDGE RIGHT OF WAY
James Dorre Dan Davis Steve Hanson
CONSTRUCTION ROADWAY STATEWIDE PM
Ron Williams John Louis Bob Miller
TRAFFIC
Mike Manthey

18. Helper/Blocker
Status
DIRECTOR Driver
Mary Peters
2.5 Expressive
DEPUTY DIRECTOR
Aztec
ADMINISTRATION 1.0
Victor Mendez Analytical
PROCUREMENT
STATE ENGINEER Amiable TCG
Dick Wright
Luan 1.5
2.0
PLANNING & VALLEY
SPCL SRV.
SPCL SRV. OPERATIONS ENGINEERING TRANSPORTATION
CONSULTANT
CONSULTANT Bill Higgins Sam Maroufconi Dan Lance
Pete Eno
Pete 1.0
DIST. ENG.
DIST. ENG. MATERIALS TRANS PLAN. ENG. TECH
ENG.
1.5 Mary Tischer Dace Alloco
Debra Brisk
Debra Brisk Doug Forstie Alloco
1.0
10 visits MAINTENANCE TY Lin
BRIDGE RIGHT OF WAY
James Dorre Dan Davis Steve Hanson
2.0 1.0
1 visit 1.0 ROADWAY STATEWIDE PM
STATEWIDE PM
CONSTRUCTION TCGLouis
John Bob Miller
Ron Williams
1.5 1.0
TRAFFIC
Mike Manthey
Peer Top Dog 1.0
(Economic Buyer) Sponsor Blocker Coach
(User Buyer)
Gate Keeper Political Top Dog
(Tech. Buyer) (Political Buyer) Scout Anti-Sponsor Ball Carrier

19. Client Analysis

20. Ranking of Client/Selection Committee Issues

21. How the
How the Competition Impacts Your Strategy Competition
Impacts Your
6
Strategy
Another Very Telling Activity
Perceived Strength/Weaknesses by Client
Defining Differentiators//Strategies
Need to be “Brutally Honest”
“Check Your Logo At The Door”
Teaming Strategy to Lower Competition

22. Competitive Stakes – Do We Have the Stakes to Win?
100
90
80
70
60 Firm 1
Firm 2
50 Firm 3
Firm 4
40 Firm 5
30
20
10
0
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23. Numerical Analysis
Firms You Hear About
Shortlisted Firms

24. Documentation and Follow-through Documentation and
Follow-through
Essentials Essentials
7
Capture Plan/Strategy
Coordination With All Players, Especially Team Partners
Proposal/SOQ/RFI Details
Promotional Materials
Presentation Development and Execution

25. Strategy Including Theme and Strategy Including
Theme and
Storyboard
Storyboard Development Development 8
Client-centered Presentation
Serves as Team’s Sales Message and Rallying Point
Test, Refine and Validate
Always Promoting Benefits, Not Features
Very Similar to Movie Storyboard

26. Develop Theme/Thesis Using PSOE Table
Problem Solution Outcome Evidence
(Issues) (Features) (Benefit) (Proof)
Accessibility Local Team Responsiveness Map
Module 4

27. Develop Theme/Thesis Using ISBP Table

28. Presentation/Interview Process – Items to
Consider

29. Presentation/Interview Process (continued)
Celebrate (Team Time)!

30. Timeline

31. Action Plan and Team Calendar Action Plan and
Team Calendar
9
Keeps Momentum and Activity On Track
Guggling the Cats
What Do We Have To Do/What Will Client Do?
“Plan the Work (Strategy), Work the Plan”

32. Calendar

33. Components of a Winning Strategy Major Pursuits
10
Checklist Review
Relationships
A Primer And Checklist For You To Consider For Major
Pursuit Execution

34. Planning
Client Analysis
Capture Plan
Start Early
Pursue What We Can Win
Team Early and Smart (Competitive
Advantage)
Create the Assignment/Project
Develop Winning Strategy

35. Communications
Contacts – face-to-face
Indirect – Newsletter,
Branding, Meetings
Branding
LOI
Proposal
Presentation
Question and Answers
Negotiations and Mobilization – start-up

36. Technical Skills
Develop/Enhance
Scope of Services
Better, Quicker – Lower Cost
Prior Experience – Relevant
Assignments
Good References – Pick Carefully
Team to Fill Technical Skills Gaps
Don’t Act Like A Guru!

37. Resources
Our Project Manager and
Support Team (corporate
and project)
Hire Client or Incumbents
Local Office/Inter-office or Department
Dynamics, Must Be Well Choreographed
Key Personnel Available
Our Champion and Commitment
Staff Resources – Enough/Too Much
Hours / Price / Cost / Perception
The Right Resource, at the Right Time, for the Right
Duration

38. Relationships – Key to Success
Make the Economic Buyer
Need/Want You)
Do We Have Inside Coach/
Ball Carrier?
Vertical Integration of Marketing/Zipper
Politics? Relationships? Lobbyist?
Previous Experience (with client/others)
Incumbent vs. New Face Dynamic
References From Inside Client/Other Client
Anti-Sponsor of Us or Wants Another Firm

39. Positivity in a
Challenging Economy
The Chatter of “Stimulus”
Has Been Over-stimulating
Cascading Effect of Healthy
Governments (Federal,
State, Local)
Five Point Plan for Marketers
in the New (Eeky) Economy

40. Band of Happiness
100%
% Utilization (Billable)
80% The Band of Happiness
Workload
Time
Module 6

41. Summary of the Session
finish begin
1
11 Defining and
Summary of the
Identifying a Major
Session
Pursuit
10
“The Setting” An Organized & 2
Major Pursuits Disciplined
Checklist Review Approach to
Strategy
9
Action Plan and
Major Facilitation as Key
3
Team Calendar
Pursuits to Success
Strategy Including
Strategy Background of the 4
Theme and Program/ Pursuit –
8 Storyboard Initial Strategy
Development
Documentation and Client
Follow-through Understanding and
Essentials How the Analysis 5
7 Competition
Impacts Your
Strategy
6