Marketing¶

(Activity) for Tier: Organization

PURPOSE¶

Developing, writing and delivering a quality proposal product is our primary means of growing business. There are many activities involved in the process but the overall goal is to develop and deliver a quality proposal on every Request For Proposal (RFP) or Request for Information (RFI) that we bid on.

WHEN¶

The development of a Marketing plan is the genesis of the business development process and it is from this strategy and plan that qualified leads are identified and prosecuted.

PARTICIPATING ROLES¶

ACCOUNTABLE
- Business Development Director
RESPONSIBLE
- Capture Manager
- Business Development Leads
- Business Unit Leads
- Project Graphic Artist
- Chief Financial Officer

INPUTS¶

The identification of opportunities within the company core competencies by the Business Development team or leads
Government Request For Information (RFI), Sources Sought or Marketing Analysis has been published or requested

ENTRY CRITERIA¶

The opportunity has been promoted to Develop Proposal by Executive Team
Proposal Manager assumes lead from the Capture Manager
Resources (B&P) are committed for Volume Managers, Section Authors

SUB-ACTIVITIES¶

Schedule and plan marketing events in support of Business Development
- Identify events during the year to attend and schedule accordingly.
- Business Development Lead will place marketing events on the business development calendar for the year to either attend or sponsor a booth.
- Business Development Lead will develop a plan of action for each marketing event attended and identify individuals to either support or attend.
- Business Development Lead will develop a plan of action for each marketing event with expectations and communication plan.
- Business Development Lead will record all contacts and information from the marketing event in the company CRM tool.
- Business Development Lead will update and manage the company pipeline from information gathered at each marketing event.
The Business Development Director will determine and maintain a business development budget
- Business Development lead will determine the annual budget taking into consideration indirect billing, marketing materials, marketing event attendance, and travel plan.
- Business Development lead will break down the cost to support each of the three business development workflows.
- Business development budget is managed by the Business Development Lead and includes the marketing support, all activities associated with the capture process and the cost to write and deliver the final proposal product.
The Business Development Lead will track and support all company marketing materials and aids
- Business Development Lead will develop, update and manage the marketing slicks and product information literature that supports the marketing events and the sales efforts in company growth and business development.
- Business Development Lead will review company demo videos and scripts for accuracy and will update accordingly as the products grow and change.
- Business Development Lead will manage the company marketing booth for any update and to make sure the travel boxes and support equipment is in good working order.
- All marketing material requests are approved by the Business Development lead.
The Business Development Lead will conduct industry analysis and provide the Customer Relations Management (CRM) and the inputs to the company CRM tool
- Business Development Lead will manage the Customer Relations Management tool in the company and keep both the CRM tool and the Pipeline tool updated.
- All marketing event contacts, customer relations, teaming associates and touch points to pipeline opportunities are managed and are documented in the CRM tool by the Business Development Lead and support leads.
- Business Development Lead will update the company Pipeline once a week and provide updates to the Probability of Award calculations found in the Pipeline tool.
The Business Development lead researches the customer needs and competitive analysis for possible teaming opportunities and competitive challenges
- Business Development Lead produces a customer communication plan for each opportunity and a contacts list.
- Business development leads will start putting together a prioritized requirements list for an opportunity based on feedback from the communication plan.
- Business Development lead will begin a competitive analysis of the suspected competition or incumbent to an opportunity to help in determining a gap analysis.
- Business Development Lead will provide teaming partner analysis based on the teaming requirements within the RFP and the gap analysis of the capability requirements.
- Business Development lead or support team will constantly update the Probability of Award to help in determining the Go and No-Go criteria.
The Business Development lead will recommend opportunities in tracking or early capture to Active Capture and moving into the Manage Capture workflow
- Business Development Lead will provide the brief and supporting information to populate a recommendation to move an opportunity to Active Capture.
- Business Development Lead will be responsible for presenting the Active Capture brief to the Executive Team for final approval on moving an opportunity along the Pipeline.
- The Executive team will provide the approval to move an opportunity forward and this is the fist of two gates in the proposal process.
- Proposal production will begin with the appropriate number of copies and type of media stipulated in the proposal.

OUTPUTS¶

Active Capture Brief
Probability of Award summation
Recommendation to either move an opportunity or archive the opportunity

EXIT CRITERIA¶

Executive team has agreed to the Active Capture recommendation to move an opportunity to the Manage Capture workflow or archive the opportunity to address at a later date.