Develop and Execute a Winning Strategy for

Major Pursuits

Hosted by:

Major Pursuits

Greg M. Goodwin, Sr., FSMPS

Senior Vice President

Our Fantastic Program

Major

beginfinish

An Organized &

Disciplined

Approach to

Strategy

Defining and

Identifying a Major

Pursuit

Major Pursuits

Checklist Review

Summary of the

Session

1

2

3

10

11

“The Setting”

Major

Pursuits

Strategy

Documentation and

Follow-through

Essentials

Facilitation as Key

to Success

Background of the

Program/ Pursuit –

Initial Strategy

Client

Understanding and

AnalysisHow the

Competition

Impacts Your

Strategy

Strategy Including

Theme and

Storyboard

Development

Action Plan and

Team Calendar

3

4

5

6

7

8

9

The Setting for Major

Pursuits

“The Goodwin

• Wins

• Budgets

• Meetings

• Nat’l Interaction

• Golf

• Entertainment

• Client Relationships

• Identification/Creation of Projects“The Goodwin

Iceberg”

• Identification/Creation of Projects

• Working with People (I/E)

• Capture Plans and Strategy

• 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

Cascading Effect of Strategy for Major Pursuits

CORPORATE

ENGINEERING

COMPANY (5 year)

REGIONAL (1 year)

SERVICE (1 year)

PERSONAL

COMPANY (5 year)

How are Major Pursuits Successful?StrategyStrategy

RelationshipsRelationships

• Client analysis• Capture plan• Theme/Thesis

• Trust & strength• Personal & professional

ResourcesResources

TimeTime

CommunicationsCommunications

WinWin• Champion• Budget• Marketer• Technical• Support

• Link to solution• Start early• Time for drafts

• Personal & professional

• Proposal & presentation

Module 4

Major Pursuits CPR CurveWin Probability vs. Timing

100

80Win Probability

Percent

60

40

20

0Reactive

Proactive

Creative

Win Probability

12 to 24 6 to 12 RFP SelectionMonths to RFP

5. Theme/Thesis5. Theme/ThesisDevelopmentDevelopment

4. Capture Plan Development4. Capture Plan Development& Implementation& Implementation

Train and leadby example

Major Pursuits

Process Description

3. Resource and Champion Assignment3. Resource and Champion Assignment

2. Client Analysis2. Client Analysis

Train and leadby example

1. Screen and Target Client1. Screen and Target Client

Module 4

Defining and Identifying a Major PursuitDefining and

Identifying a Major

Pursuit

1

Will Vary For Our Firms

Smaller Medium Larger

Will Also Vary By Service Offering

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� Teaming Partner Success – Strategic Alliance/M&A

� New Technology – Gaining Critical Mass

� Dollar Volume (Major Program) – Threshold - Variable

� Multi-year Engagement – Robust Program

An Organized &

Disciplined

Approach to

Strategy

Major Pursuits Need An Organized and

Disciplined Approach to StrategyProject Description

Goals

Major Challenges

Actions

Selection ProcessBasis for Selection

2

Sales / Win

Strategy and

Execution

Client Analysis

Competitor

Analysis

Current Ranking

Assessment

Actions

Identify and

Prioritize Issues

Solutions /

Benefits /

Proofs

Differentiation

Theme Development

Understanding of

Client’s Project

Final Sales/Win

StrategyBasis for Sales/Win

Competitive Ranking

Capture Plan – To Guide Your Major Pursuit

Another Major Pursuit Capture Plan Outline

1. Go/No-go checklist

2. Budget

3. Safety checklist requirements

4. Background

11.Competition analysis

12.Key motivators and

differentiators

13.Required skills and resources

14.Team and subconsultants5. Project (description, budget,

fees)

6. Goals

7. Selection process

8. Decision-makers

9. Technical issues

10.Community issues

14.Team and subconsultants

15.Experience and supporting

proofs

16.Critical gaps and fatal flaws

17.Relationship Building/Contact

Matrix

18.Action Plans/Schedule/

Responsibility

Module 4

Facilitation as Key

to SuccessFacilitation as Key to Success

Hallmarks of Good Facilitation

� Results Oriented Agenda

� Orchestrator/Leader Building

Group Consensus

Some Examples of Bad Facilitation

� Not on Time, Off Agenda

� Lets One or Two Dominate

Session

3

Group Consensus

� Winning Strategy Development

� Able to Bring Out “Group

Genius”

� Help Uncover “Dusty Jewels”

of Strategy – Puzzle Solver

� Thorough Detail of Activities

Session

� Inconsistent Follow Through

� Weak Message and Strategy

� Over Reliance on Politics or

Relationships

� Ambiguous

Assignments

Example of Results

Oriented Agenda for

Capture Planning

Session

Background of the

Program/ Pursuit –

Initial Strategy

Background of the Program/Pursuit –

Initial Strategy 4

What Have You Learned About Program

� Descriptive Information

� Funding

� Research and Intelligence (Wiki, Google, GoogleEarth)

Develop a Future

Vision of the

Successful Project

Completed and � Research and Intelligence (Wiki, Google, GoogleEarth)

� Client

� How the Selection Will Go Down

� Politics

Completed and

On-line.

Client

Understanding and

AnalysisClient Understanding and Analysis

� The Most Telling Step in a Major Pursuit

� Sets the Stage for Entire Pursuit Strategy

� Tells You What You KnowI. And Don’t Know

� Time to Re-Visit Go/No-Go

5

� Time to Re-Visit Go/No-Go

� Personality Styles of Committee

� Power Rankings

� Strengths and Cautions

� Directs Your Action Plan and

Relationship Plan

Client Analysis is Fundamental to Developing a Winning Strategy

DIRECTOR

Mary Peters

DEPUTY DIRECTOR

Victor MendezADMINISTRATION

STATE ENGINEER

Dick WrightPROCUREMENT

LuanDick Wright

VALLEY

TRANSPORTATION

Dan Lance

PLANNING &

ENGINEERING

Sam Maroufconi

OPERATIONS

Bill Higgins

DIST. ENG.

Debra Brisk

MATERIALS

Doug Forstie

MAINTENANCE

James Dorre

CONSTRUCTION

Ron Williams

Luan

SPCL SRV.

CONSULTANT

Pete Eno

TRAFFIC

Mike Manthey

ROADWAY

John Louis

BRIDGE

Dan Davis

TRANS PLAN.

Mary Tischer

STATEWIDE PM

Bob Miller

RIGHT OF WAY

Steve Hanson

ENG. TECH

Dace Alloco

DIRECTOR

Mary Peters

DEPUTY DIRECTOR

Victor MendezADMINISTRATION

STATE ENGINEER

Dick Wright

VALLEY

TRANSPORTATION

PLANNING &

ENGINEERINGOPERATIONS

Bill Higgins

PROCUREMENT

Luan

SPCL SRV.

CONSULTANT

Analytical

Driver

Expressive

Amiable

Helper/Blocker

Status

2.5

1.0

1.5

Helper/Blocker

Status

2.5

1.0

1.52.0

TCG

Aztec

DIRECTOR

Mary Peters

PLANNING &

ENGINEERINGSPCL SRV.

CONSULTANTTRANSPORTATION

Dan Lance

ENGINEERING

Sam MaroufconiBill Higgins

DIST. ENG.

Debra Brisk

MATERIALS

Doug Forstie

MAINTENANCE

James Dorre

CONSTRUCTION

Ron Williams

CONSULTANT

Pete Eno

TRAFFIC

Mike Manthey

ROADWAY

John Louis

BRIDGE

Dan Davis

TRANS PLAN.

Mary Tischer

STATEWIDE PM

Bob Miller

RIGHT OF WAY

Steve Hanson

ENG. TECH

Dace Alloco

Gate Keeper

(Tech. Buyer)

Top Dog

(Economic Buyer)

Political Top Dog

(Political Buyer)

Peer

(User Buyer)

1.0

1.0

1.01.5

1.0

1.5

2.0

1.0

10 visits

1 visit

Ball Carrier

Blocker

Anti-SponsorScout

CoachSponsor

1.0

1.0

1.0

1.01.5

1.0

1.5

2.0

1.0

TY Lin

TCG

BRIDGE

Dan Davis

ENGINEERING

Sam Maroufconi

ENG. TECH

Dace AllocoDIST. ENG.

Debra Brisk

CONSULTANT

Pete Eno

STATEWIDE PM

Bob Miller

Client Analysis

Ranking of Client/Selection Committee Issues

How the

Competition

Impacts Your

Strategy

How the Competition Impacts Your Strategy

� Another Very Telling Activity

� Perceived Strength/Weaknesses by Client

� Defining Differentiators//Strategies

� Need to be “Brutally Honest”

6

� Need to be “Brutally Honest”

� “Check Your Logo At The Door”

� Teaming Strategy to Lower Competition

Competitive Stakes – Do We Have the Stakes to Win?

60

70

80

90

100

Firm 1

Firm 2

0

10

20

30

40

50

Des

ign/

Build

Tra

nsm

ission

Pro

gram

Man

agem

ent

Cus

tom

ized

PM

App

roac

h

Com

mun

icat

ions

Exp

ertis

e

Fabric

of C

omm

unity

Res

ourc

es In

-pla

ce

Kno

wledg

e of

ERCO

T

Und

erstan

ding

of P

rogr

am

Pro

gram

PM

(Ind

ivid

ual)

Firm 2

Firm 3

Firm 4

Firm 5

Numerical Analysis

� Firms You Hear About

� Shortlisted Firms

Documentation and

Follow-through

Essentials

Documentation and Follow-through

Essentials

� Capture Plan/Strategy

� Coordination With All Players, Especially Team Partners

� Proposal/SOQ/RFI Details

7

� Promotional Materials

� Presentation Development and Execution

Strategy Including

Theme and

Storyboard

Development

Strategy Including Theme and

Storyboard Development

� Client-centered Presentation

� Serves as Team’s Sales Message and Rallying Point

� Test, Refine and Validate

8

� Always Promoting Benefits, Not Features

� Very Similar to Movie Storyboard

Develop Theme/Thesis Using PSOE Table

ProblemProblem(Issues)(Issues)

SolutionSolution(Features)(Features)

OutcomeOutcome(Benefit)(Benefit)

EvidenceEvidence(Proof)(Proof)

Local TeamAccessibility Responsiveness Map

Module 4

Develop Theme/Thesis Using ISBP Table

Presentation/Interview Process – Items to

Consider

Presentation/Interview Process (continued)

Celebrate (Team Time)!

Timeline

Action Plan and

Team CalendarAction Plan and Team Calendar

� 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”

9

� “Plan the Work (Strategy), Work the Plan”

Calendar

Components of a Winning StrategyMajor Pursuits

Checklist Review

10

A Primer And Checklist For You To Consider For Major

Pursuit Execution

Relationships

Planning

� Client Analysis

� Capture Plan

� Start Early

� Pursue What We Can Win� Pursue What We Can Win

� Team Early and Smart (Competitive

Advantage)

� Create the Assignment/Project

� Develop Winning Strategy

Communications

� Contacts – face-to-face

� Indirect – Newsletter,

Branding, Meetings

� Branding� Branding

� LOI

� Proposal

� Presentation

� Question and Answers

� Negotiations and Mobilization – start-up

Technical Skills

� Develop/Enhance

Scope of Services

� Better, Quicker – Lower Cost

� Prior Experience – Relevant � Prior Experience – Relevant

Assignments

� Good References – Pick Carefully

� Team to Fill Technical Skills Gaps

� Don’t Act Like A Guru!

Resources

� Our Project Manager and Support Team (corporate and project)

� Hire Client or Incumbents

� Local Office/Inter-office or Department � 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

Relationships – Key to Success

� Make the Economic Buyer

Need/Want You)

� Do We Have Inside Coach/

Ball Carrier?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

Positivity in a

Challenging Economy

� The Chatter of “Stimulus”

Has Been Over-stimulating

� Cascading Effect of Healthy

Governments (Federal, Governments (Federal,

State, Local)

� Five Point Plan for Marketers

in the New (Eeky) Economy

Band of Happiness

% Utilization (Billable) 100%

Module 6

Time

% Utilization (Billable)

80% The Band of HappinessThe Band of Happiness

Workload

Summary of the Session

Major

beginfinish

An Organized &

Disciplined

Approach to

Strategy

Defining and

Identifying a Major

Pursuit

Major Pursuits

Checklist Review

Summary of the

Session

1

210

11

“The Setting”

Major

Pursuits

Strategy

Documentation and

Follow-through

Essentials

Facilitation as Key

to Success

Background of the

Program/ Pursuit –

Initial Strategy

Client

Understanding and

AnalysisHow the

Competition

Impacts Your

Strategy

Strategy Including

Theme and

Storyboard

Development

Action Plan and

Team Calendar

3

4

5

6

7

8

9