best practices for continuous pipeline development€¦ · best practices for continuous pipeline...

Best Practices for

Continuous Pipeline DevelopmentPresented By:

Zachary Fullbright, Business Strategy Analyst, CNI

Sarah Bednarz, Director of Capture & Proposal, CNI

Introductions

Zachary Fullbright

• Business Strategy Analyst and lead for Market Intelligence team

• Previously served CNI as Operations Business Analyst (>$400M CMS contract)

• Key expectation is to provide senior decision makers with accurate, timely, and

reliable market intelligence relevant to CNI

Sarah Bednarz

• Director of Proposal Capture group

• Key expectation is to provide organization with winning solutions and proposals

Introductions

Agenda

Opportunity Lifecycle

Opportunity Identification – Find

Assessing Opportunities – Qualify

Opportunity Management – Capture

Realities of Pipeline Management – Best Practices

Questions & Open Discussion

Opportunity Lifecycle

Find opportunities earlier

Better qualify opportunities

Control the capture process

Improve how you propose

Win more business

Learn from your past

How do you win more?

OPPORTUNITY IDENTIFICATION

How Do We Find the Right Opportunities to Pursue?

©2016 Deltek, Inc. All Rights Reserved 6

Primary Goal: Find opportunities which offer

the greatest probability of win at the time of

interest decision

Opportunity Identification

Opportunities Addedto Pipeline

InterestMove from unqualified

qualified status

OpportunityPipeline

PursuitFormulate a capture team

Preliminary Bid DecisionAllocate B&P money

Final BidDecision

Post RFP Pricing and Proposal Review

Win/Loss

Qualifying an opportunity involves

researching and analyzing an

opportunity solely on the merits

of the prospect. This should not

be confused with analyzing your

ability to win.

WARNING - Performing beneficial opportunity identification is based upon having conducted market analyses and having a sound business strategy – “The essence of strategy is choosing what not to do” – Prof. Michael Porter

How Companies Find Opportunities Today

7

• BD and Program

Management Staff

top producers ofpipeline opportunities

• GovWin IQ among

Top 3

• Public sources still

playing a roll

• The Goal: Optimize

the sources

The Challenge in Finding/Qualifying Opportunities Early3 Years 2 Years 1 Year

Less InformationMore Opportunity to Influence

More InformationLess Opportunity to Influence

• Acquisition strategy

firmed up

• Informal talks with

government become

very difficult

• Acquisition strategy

firmed up/fixed

• Full reqs, evaluation

method, etc. pretty

well defined• DRFP and RFP

released

• CO actively involved

• PM hard to get

• NAICS and

acquisition approach

getting nailed down –

e.g., NAICS

selection, acquisition

approach

• Industry Days, RFI,

Sources Sought likely

• Early stage planning

for re-compete

beginning

• Discussions with

Acquisition team

begin• May lead to Sources

Sought or RFI

• Current contract in

mid-term

• No planning for re-

compete

• New requirement is

just an expectation

<1 Year

Opportunities Search


NAICS

Set-Aside

Place of Performance

GovWin IQ Fields to Search

Department/Agency

Status: Forecast Pre-RFP, Pre-RFP

Keyword Search

ASSESSING OPPORTUNITIES

Do We Have a Shot at Winning?


Primary Goal: When opportunities are

stacked against each other in the form of a

pipeline, comparatively assess which

opportunities provide the highest ROI in

terms of BD growth and resource investment

Qualifying OpportunitiesOpportunities Added

to Pipeline


qualified status

OpportunityPipeline



Final BidDecision


Win/Loss

Business Considerations

Can we perform the work requested?

Have we done business with this buyer

before?

Who currently holds the contract?

Will we encounter our competition?

Do we need to partner?

Are we priced competitively?

Do we have the right people on staff to

bid?

Qualifying Opportunities

Qualifying an opportunity involves determining its validity, viability, and value.

Validity refers to whether or not the opportunity is real.

Viability refers to whether or not a resulting contract will be useful in the market if

it does come into existence.

Value refers to what revenue and profit opportunity exists for an awardee or

group of awardees if a contract comes into existence.

There are two stages during which an opportunity should be qualified:

1. Immediately upon identification of the opportunity

2. Immediately upon RFP release (or DRFP release, if possible)

Determine the cost to win the opportunity in relation to the opportunity’s anticipated

value to your company.

At these same stages, you should also separately analyze your ability to win.

Leverage the vast data and

tools available via GovWin to

inform and make “bid/ no bid”

interest decisions.


Qualifying Opportunities

Pursue the Right OpportunitiesSYSTEMATIC EVALUATION OF OPPORTUNITIES

Complete a quick, Qualifying

Assessment in just minutes.

Comprehensive 80-question evaluation

based on 10 Factors

Opportunity Assessments Help to:

Bid the right opportunities (highest Pwin)

Pinpoint areas of strength and weakness in

each pursuit

Ensure bid and proposal dollars are spent on

the opportunities that have a higher Pwin

Standardize the process for evaluating

opportunities to ensure competing

stakeholders are treated impartially

OPPORTUNITY MANAGEMENT

How Can I Manage This?


Primary Goal: Develop a winning strategy -

Assess the environment, analyze

competitors, prepare proposal, assemble

winning team, and implement winning

strategies

Opportunity Management

Opportunities Addedto Pipeline


qualified status

OpportunityPipeline



Final BidDecision


Win/Loss

Forming a winning capture team that includes

your capture manager, business executives

involved with the client agency, operational

management, subject matter experts,

candidate program manager, proposal

manager, and/or expert consultants is a must

in order to get to a winning strategy

You have to be intellectually honest around

what are your parameters around the bid

process, what are the go-no go guidelines

you’re setting and stick to them. There is no

one size fits all. Parameters include things

like: strategic fit, competitor landscape, how

well you know the customer.

Opportunity ManagementOpportunity management or capture management is vital to increasing win probability during

the critical time between pursuit decision and proposal submission

• There are 4 main areas of focus

• External Analysis know your competitors, do your homework, anticipate their

solution

• Internal Analysis how do you compare, be honest on your SWOT analysis, use

team mates that enhance your solution,

• Strategy Development Plan main things to ask are how we will

• Leverage Our Strength in:

• Mitigate Our Weaknesses in:

• Exploit Our Competitors Weaknesses in:

• Neutralize Our Competitor's Strength in:

• Execution and Monitoring effective communication, meetings and reviews are key


Opportunity Management

REALITIES OF PIPELINE MANAGEMENT

"Growth is never by mere chance; it is the result of forces working

together."

— James Cash Penney, founder, JC Penney


It’s a Continuous, Informed & Focused Effort

Business Goals

Bid the right opportunities (highest Pwin)

Increase win rate

Save time/money on no-bid decisions

Allocate resources efficiently

Achieve business goals

Drive objective vs. emotional bid decisions

Develop consensus around strengths and

weaknesses

Foster collaboration around problem solving

Strategic Market Overview

• Break down the current market

by the competitive market

segments

• Examine the competition

through market share and

longevity

• Identify opportunities within to

effectively compete.

Agency Action Plan

• Detailed view of individual

agencies

• Market segmentation and

prioritization allow for BD

decisions based on data

• Pipeline Building• Building on your market

analysis and agency action

plan, a strategic opportunity

pipeline can be formed that is

functionally relevant to your

business

How to Leverage GovWin

Finding & Tracking Opportunities

Identify future planned opportunities

Identify expiring contracts to target for recompetes

Account Planning and Customer Intelligence

Research and purchasing patterns on over 1,300 federal organizations

Partner and Competitor Intelligence

Key primes in government agencies

Subs that can augment your capabilities

Existing small business competitors

Regulatory and Market Intelligence

Research, webinars and events to keep you abreast of market andregulatory trends

Opportunity and Proposal Management Solutions

Purpose built for government contractors

Priced for the small business enterprise

28


Questions & Open Discussion

Zachary Fullbright

Business Strategy Analyst

Chickasaw Nation Industries, Inc. (CNI)

[email protected]

Desk:(405) 253-8363

Visit our website: www.chickasaw.com

Sarah Bednarz

Capture & Proposal Manager

Chickasaw Nation Industries, Inc. (CNI)

[email protected]

Desk:(405) 253-8302

Visit our website: www.chickasaw.com

mailto:[email protected]

http://www.chickasaw.com/

mailto:[email protected]

http://www.chickasaw.com/

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