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Essentially, it supports the sales process of bidding on competitive business contracts in response to a procurement vehicle, such as an RFP or Tender. In fact, according to APMP, proposals influence roughly 30-40% of sales revenue.
Join us as we delve into the world of proposal management and explore its critical role in driving business success.
What is Proposal Management?
Proposal management is the discipline of overseeing and facilitating the creation and submission of documents in response to RFPs and Tenders, as well as other business opportunities.
While the tangible output is a document, this is not merely a document production function. It's a combination of strategic and tactical elements that involve a multitude of tasks, from initial capture strategy to post-submission analysis.
Key concepts include:
- Capture Management: The strategic process of identifying, qualifying, and maximizing the probability of winning a specific business opportunity before the RFP or Tender is released. It's also known as pre-RFP selling, and can significantly improve win rates.
- Bid/No Bid: Analysis of the opportunity culminating in the decision to fund and pursue or "no bid." Organizations typically have a standard criteria to drive this process. For example, weighing competitive strengths and weaknesses, analyzing financial and delivery risks, and identifying potential solution gaps.
- Lifecycle: The stages the document goes through from its inception to its final outcome. For example, the Shipley method encompasses the full spectrum of business development, from opportunity identification to submission and post-submission review.
- Templates: Provide a consistent structure and format for the document. For example, teams often establish a number of templates based on industry or solution. Templates can also include content or annotations to guide contributors.
- Review Cycles: A structured process for correcting and improving content before approval and submission. This process typically includes multiple rounds of feedback that focuses on specific aspects of the content, such as compliance, content quality, or price competitiveness. Game Changers for Government Contractors refers to this as, "an efficient feedback loop; real-time collaboration that builds off differing perspectives and advances quality without impacting your content."
- Compliance Matrix: A tool that helps track and confirm that all requirements are addressed in the document. In fact, the matrix has now become a standard item to help evaluators navigate and locate required information.
- Collaboration: A key to success, collaboration involves bringing together diverse experts, often from different departments or even organizations. Together, they work towards a common goal; winning the business. Leveraging co-authoring technology facilitates real-time collaboration.
Benefits of Proposal Management
A standardized process is a cornerstone of an effective team pursuit. By implementing such a process, organizations see a wide range of benefits:
- Enhanced Productivity: A repeatable process starts the team off on the right foot every time.
- Accountability: Standardized tasks lead to quicker execution and less delays.
- Consistent Outcomes: Repeatable processes ensure consistent quality and adherence to standards.
- Reduced Defects: Standardized procedures help identify and resolve issues early on.
- Easy Onboarding: New employees are quickly trained and integrated into the workflow.
- Positive Work Environment: A well-defined process can ease doubt and boost morale.
- Resource Allocation: Efficient scheduling helps teams meet deadlines and avoid last-minute rushes.
Proposal Management Process
Proposal management involves analysis, planning, coordination, writing, and ensuring timely delivery for evaluation. It establishes clear guidelines, roles and responsibilities, and a workflow routine for development that reduces errors and delays while improving overall productivity.
- The pre-RFP/Tender, or capture, phase begins approximately 12 - 24 months before the solicitation is issued. Sales, business development, or capture teams identify an opportunity and take disciplined steps to improve the probability of winning the contract. For example, building relationships with decision makers.
- RFP/Tender Analysis occurs once the solicitation is issued, and lays the foundation for the go-no go decision and development activities. For example, identifying ambiguous requirements, confirming client needs, and cost and technical capabilities, as well as identifying delivery requirements.
- Planning involves outlining the document, defining the compliance matrix, and securing resources and budget. At this point a win strategy is also confirmed, as are tasks and timeline. The kick-off meeting brings the team together to understand strategy, responsibilities, schedule, and expectations.
- Writing is the art and science of educating the client and persuading them to take action, such as granting the contract. The goal is to communicate the win strategy from the client’s perspective. It involves a deep understanding of the client’s needs and articulating a compelling case for your solution.
- Monitoring of progress and status occurs throughout the development lifecycle. It also involves monitoring for amendments that can introduce new requirements, modify existing ones, or alter timelines. To effectively monitor, organizations establish protocols for monitoring and communication.
- Reviewing and Editing is a critical cross-roads in the creation lifecycle. This is where the content thus far meets a mock evaluation by a mix of internal reviewers. The review team’s goal is to provide feedback for refining your message, strengthening your arguments, and amplifying your value proposition.
- Production and Submission is where you finalize and package the document for submission. Sometimes that means a digital submission via email or portal. Other times that means printing and delivering hard copies. It also involves following up with the client to confirm receipt.
- Lessons Learned is a systematic approach to learning and improvement. By carefully analyzing wins and losses, you identify how to improve for the next pursuit. A good tip is talking with your team and asking them if information was easy to share, or if it got lost in email.
- Congratulate Your Team and take time to recognize their hard work. Encourage their performance as individuals and as a team. This boosts morale, fosters a positive work culture, and reminds everyone the next opportunity to work together is just around the corner.
What is Proposal Quality?
Proposal quality is the overall effectiveness of the content. Does it focus on the client's needs and demonstrate that you understand their situation? Does it explain your solution in the form of benefits to the client to showcase your value? Is it easy to read and understand, helping the client evaluate and compare offers?
A high-quality document is well-structured, clear, concise, and compelling. It effectively addresses the client's needs and demonstrates your businesses ability to deliver on it's promises.
Proposal Management Process Roles
A successful proposal hinges on the effective collaboration of a dedicated team. Each member plays a crucial part in ensuring the document is compliant, comprehensive, and compelling. A collaborative approach maximizes the potential of the content, increasing the likelihood of a successful deliverable.
Management Team
The team, led by the proposal manager, functions like a well-orchestrated ensemble. Each member plays a crucial role, contributing their unique skills and expertise. You can find this team embedded in sales and marketing, as well as stand-alone divisions that serve the entire organization.
- Manager: Orchestrates the development of the document.
- Coordinator: Facilities the development process.
- Writers: Weave expert knowledge into a cohesive and persuasive narrative.
- Graphic Designer: Creates visuals that clearly communicate the win strategy.
- Production Manager: Ensures the timely delivery of a compliant document.
Expert Contributors
The team, led by the manager, plays a crucial role in securing and coordinating the expertise of key individuals from across the organization. These experts, often subject matter experts (SMEs), are the backbone of the development process.
Depending on the size and scope of the document, your team will typically involve:
- Subject Matter Experts (SMEs): Respond to solution and technology requirements.
- Project Manager: Responds to project staffing and implementation requirements.
- Pricing Team: Calculates cost estimates and develops pricing strategy.
- Capture Manager: Develops a win strategy for executing the writing.
- Sales Rep/BD Manager: Describes how the solution solves the client’s problem.
- Legal Department: Ensures legal requirements compliance.
- Reviewers: Analyze the content for accuracy, clarity, and persuasiveness.
- Section Leads: Responsible for overseeing specific sections, typically on larger pursuits.
Proposal Management Skills
When orchestrating the process, the manager must balance a number of skills. For example, they must coordinate a team of people they don’t typically manage, and manage a project that often few want to work on.
When it comes to effectively orchestrating the team and the document, their are key management skills that predict success:
- Project Management
- Leadership
- Knowledge Management
- Writing and Editing
Project Management
Effective project managers must know how to define objectives, identify and schedule resources, oversee budget, timelines and deliverables. They manage contributors, resolve conflicts and identify and address risks before they become delays. They also monitor progress, and ensure deliverables meet the desired quality standards, compliance, and deadlines. Effective project managers are adept at juggling multiple aspects of a project.
Leadership
Effective leaders must know how to guide and inspire others to achieve common goals. They motivate and guide a team composed of experts who may not typically work together. They facilitate strategic thinking and foster collaboration with a laser focus on the client, win strategy, and organizational goals. They are authentic, focused, and make informed decisions. Effective leaders don't just motivate, they become part of the effort.
Knowledge Management
Effective knowledge management systematically captures, organizes, maintains, and shares an organization's knowledge assets. This requires managing large, complex information with great attention to detail. It also involves creating a culture that encourages knowledge sharing. Effective knowledge managers embed capture within existing processes, and know what data to target for both reusable and unique responses.
Writing and Editing
Effective writing is the art of conveying ideas in a clear, concise, and engaging manner that resonates with the reader. Writers craft content that informs, inspires, and compels the reader to take action. They follow a process of outlining, annotating, development and editing, as well as leveraging persuasive writing techniques. Effective writers follow the four Cs - clear, concise, correct, and compelling - and never forget about the human on the other side of the transaction.
6 Proposal Management Essentials
Effective management is crucial for increasing win rates and securing contracts. Whether you serve the energy, construction, government or IT industry, best practices enhance the effectiveness and efficiency of your approach.
- Pre-RFP selling: By building relationships with potential clients and understanding their needs before the RFP is issued, organizations position themselves as trusted advisors and increase their chances of winning.
- Real-time Collaboration: By prioritizing the exchange of ideas and perspectives, teams better leverage diverse expertise which increases content quality and impact.
- AI-powered Content: By managing content and leveraging automatic suggestions, teams focus their time on personalizing content which creates a competitive edge.
- Automation: By automating manual tasks, such as parsing and compiling documents, workflow, and formatting, teams focus more time on what matters: compelling content.
- Lessons Learned: By analyzing wins and losses, these reviews provide valuable insights into improving the process and achieving greater success.
- Time: By understanding the critical role of time, today's organizations implement strategies and tools that optimize efficiency and reclaim significant time.
Using automation and collaboration tools to reclaim time is on the rise. In fact, according to APMP, “most companies see a return on investment (ROI) in less than one year with RFP software.”
Conclusion
Proposal management is the backbone of any business seeking growth through competitive bidding. It’s a multifaceted discipline that requires a blend of strategy, process, and people. By understanding the insights shared here by industry experts and implementing best practices, your business can significantly enhance their success rates.
Remember, a well-managed process is not a destination but a journey. By embracing this discipline as a strategic function, you’re investing in the future growth and success of your business.
