+ All Categories
Home > Business > Business Development for Professional Services (Summit Presentation to Queen's University)

Business Development for Professional Services (Summit Presentation to Queen's University)

Date post: 18-Dec-2014
Category:
Upload: summit-proposal-group-inc
View: 196 times
Download: 2 times
Share this document with a friend
Description:
Peggy Steele (Principal, Summit Proposal Group Inc.) is a regular guest speaker at the Queen's University's School of Business. This is a summary deck of the most recent session in September 2013.
24
Business Development for Professional Services Queen’s University, School of Business 09-20-2013 Peggy Steele Principal, Summit Proposal Group Inc. © Summit Proposal Group Inc. ("Summit") 2013. All Rights Reserved. 1
Transcript
Page 1: Business Development for Professional Services (Summit Presentation to Queen's University)

Business Development

for Professional Services

Queen’s University, School of Business

09-20-2013

Peggy Steele

Principal, Summit Proposal Group Inc.

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 1

Page 2: Business Development for Professional Services (Summit Presentation to Queen's University)

Agenda

• Round‐Table Introductions

• Business Development Lifecycle – Theory, Best Practices1. Market Research

2. Capture Management

3. Proposal Management

4. Relationship Management

• Case Studies – Your Project Proposals

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 2

Page 3: Business Development for Professional Services (Summit Presentation to Queen's University)

Profile – Peggy Steele

• 14 years of consulting experience:• Market Research and Strategy• Capture and Proposal Management• Procurement Advisory• Business Planning and Strategy• Business Process Reengineering• IM/IT Strategy

• Industries:  Public Sector (Specialization); Financial Services; Technology; and Life Sciences

• Global:  Canada (Specialization); US; Australia; and European Union

• Queen’s University B.Com 1999

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 3

Experience

Page 4: Business Development for Professional Services (Summit Presentation to Queen's University)

Overview: Business Development Lifecycle

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 4

Market Research Capture Management Proposal Management

RFP Release

Project D

elivery

BP3‐2: Manage Proposals Like a Project

BP3‐3: Thoroughly Plan Content

BP3‐4: Run Structured Reviews

BP3‐5: Use a Structured Proposal Process

BP2‐1: Assess Opportunities BP3‐1: Plan for RFx

BP2‐2: Develop Capture Strategies

BP2‐3: Develop Capture Plans

BP1‐1: Conduct Historical Market Research

BP1‐2: Conduct Forward‐Looking Market Research

Relationship Management

BP1‐3: Conduct Market Research Annually

Regularly Identify, Monitor Opportunities Business Development is a Cross‐Practice 

Responsibility

Page 5: Business Development for Professional Services (Summit Presentation to Queen's University)

Part 1: Market Research

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 5

Page 6: Business Development for Professional Services (Summit Presentation to Queen's University)

Market Research

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 6

Not This… But This…

• Pick what to win

• Typically includes:• Historical Market 

Research

• Forward‐Looking Market Research

Page 7: Business Development for Professional Services (Summit Presentation to Queen's University)

Market Research – Key Best Practices

• BP1‐1: Conduct Historical Market Research• Top Vendors / Incumbents Matter – Do you really know who your 

competitors are?

• Buying Patterns Matter – Do you really know what your clients’ preferences are?

• BP1‐2: Conduct Forward‐Looking Market Research• Follow the Money – What are your clients’ key issues, priorities, and 

opportunities?

• BP1‐3: Conduct Market Research Annually• Findings change from year to year

• Multi‐year patterns are important

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 7

Page 8: Business Development for Professional Services (Summit Presentation to Queen's University)

Part 2: Capture Management

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 8

Page 9: Business Development for Professional Services (Summit Presentation to Queen's University)

Capture Management

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 9

Not This… But This…

• Position to win

• Typically includes:• Opportunity Assessment

• Capture Strategy

• Capture Plan

Page 10: Business Development for Professional Services (Summit Presentation to Queen's University)

Capture Management – Key Best Practices

• BP2‐1:  Assess Opportunities• Combine market research (external analysis) with internal market 

intelligence (staff) to define pipeline

• Make a “go / no‐go” decision:

• Can we win this? (Capability, Capacity, Client Relationship)

• Should we win this?  (Strategic Fit)

• BP2‐2: Develop Capture Strategies• For each opportunity, identify the win strategy

• What discriminators and/or differentiators will you highlight?

• What competitor discriminators and/or differentiators will you downplay?

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 10

Page 11: Business Development for Professional Services (Summit Presentation to Queen's University)

Capture Management – Key Best Practices

• BP 2‐3: Develop Capture Plans• For each opportunity, identify the activities to build the client 

relationship and position for the opportunity 

• For example:  client calls, presentations, and demos; establish vendor partnerships; competitor acquisition(s); build or hire expertise; etc.

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 11

Page 12: Business Development for Professional Services (Summit Presentation to Queen's University)

Part 3: Proposal Management

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 12

Page 13: Business Development for Professional Services (Summit Presentation to Queen's University)

Proposal Management

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 13

Not This… But This…

• Plan to win

• Typically includes:• Proposal Win Strategy• Proposal Outline• Proposal Writing• Proposal Review• Proposal Production & 

Delivery• Proposal Management

Page 14: Business Development for Professional Services (Summit Presentation to Queen's University)

Proposal Management

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 14

• Consulting proposals vary significantly:• Complexity – Corporate, Methodology, Business, Functional, 

Technical, and/or Resource Requirements

• Size – Multiple Pages to Multiple Boxes

• Formats – PPT, Word, Multimedia

Page 15: Business Development for Professional Services (Summit Presentation to Queen's University)

Proposal Management – Small Firm

Typically letter proposals, including:• Who Describe the resources advising, managing, and/or 

delivering the project (e.g. experience summaries, profiles, and/or resumes).

• What Describe the in‐scope consulting services. 

• When Describe the key project activities and milestones (e.g. calendar, Gantt Chart).

• Where Describe the project location (e.g. client site, off‐site).

• Why Describe the key client issues and objectives behind the project.

• How Describe any approaches and methodologies to be used (e.g. SDLC).

• Cost Describe the cost (e.g. rate x LOE estimate), including any assumptions.

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 15

Page 16: Business Development for Professional Services (Summit Presentation to Queen's University)

Proposal Management – Big Firm

• BP3‐1: Prepare for RFx• Typically ~80% RFX requirements are “common”

• If we have no insights into what the client will ask for, we should question our win probability

• BP3‐2: Manage Proposals Like a Project• Proposals = time‐compressed projects

• So, manage proposals like you would a project:

• Develop a Proposal Management Plan

• Communicate, Implement and Monitor Plan

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 16

Page 17: Business Development for Professional Services (Summit Presentation to Queen's University)

Proposal Management – Big Firm

• BP3‐3: Thoroughly Plan Content• Consider developing a section outline prior to drafting content

• Plan out sections (e.g. target page range, win themes, boilerplates vs. net‐new content, visuals, relevant experience, external proof points such as client quotations and industry rankings, etc.)

• BP3‐4: Run Structured Reviews• Mandatory – Validates mandatory requirements are met

• Rated – Validates rated requirements are addressed to maximize score

• BP3‐5: Use a Structured Proposal Process• Establish a CMM appropriate to your firm

• Aim to move from “compliant” to “high scoring” to “efficient” and, finally, “consistently efficient” 

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 17

Page 18: Business Development for Professional Services (Summit Presentation to Queen's University)

Proposal Management – All Firms

Key Characteristics of Winning Proposals

Client Focussed Demonstrates understanding of ...

• Opportunity requirements

• Client current state issues 

• Client future state objectivesValue Packed • Clearly communicate benefits of selecting vendor

Succinct • Clear, concise proposal

Visually Appealing

• Well formatted

• Rich in visuals (e.g. figures, tables) 

• Consistent look‐and‐feel

A proposal is an opportunity to build relationship, brand.

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 18

Page 19: Business Development for Professional Services (Summit Presentation to Queen's University)

Part 4: Relationship Management

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 19

Page 20: Business Development for Professional Services (Summit Presentation to Queen's University)

Relationship Management

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 20

Not This… But This…

• Become a trusted advisor

• Typically includes:• Pre‐Delivery Relationship 

Development• Delivery Relationship 

Development• Post‐Delivery Relationship 

Development

Page 21: Business Development for Professional Services (Summit Presentation to Queen's University)

Relationship Management

• BP4‐1: Proactively build, maintain strong relationships with existing and target clients

• Clients buy based on who they trust to deliver

• “Trusted Advisor” relationships can help firms:

• Avoid business development lifecycle (e.g. directed)

• Shorten business development lifecycle (e.g. project extensions, amendments)

• Influence business development lifecycle (e.g. shape RFP requirements)

• There are no shortcuts; trust can only be fostered over time, with effort (e.g. being in the trenches with clients)

• Even after delivery, keep in contact with the clients – stay top‐of‐mind (e.g. catch‐up emails, helpful articles)

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 21

Page 22: Business Development for Professional Services (Summit Presentation to Queen's University)

Recap: Business Development Lifecycle

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 22

Market Research Capture Management Proposal Management

RFP Release

Project D

elivery

BP3‐2: Manage Proposals Like a Project

BP3‐3: Thoroughly Plan Content

BP3‐4: Run Structured Reviews

BP3‐5: Use a Structured Proposal Process

BP2‐1: Assess Opportunities BP3‐1: Plan for RFx

BP2‐2: Develop Capture Strategies

BP2‐3: Develop Capture Plans

BP1‐1: Conduct Historical Market Research

BP1‐2: Conduct Forward‐Looking Market Research

Relationship Management

BP1‐3: Conduct Market Research Annually

Regularly Identify, Monitor Opportunities Business Development is a Cross‐Practice 

Responsibility

Page 23: Business Development for Professional Services (Summit Presentation to Queen's University)

Case Studies and Discussion

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 23

Page 24: Business Development for Professional Services (Summit Presentation to Queen's University)

Contact Information

Peggy Steele

Principal, Summit Proposal Group Inc.

[email protected]

http://www.linkedin.com/in/peggysteele

@peggy_steele | @SummitWins

© Summit Proposal Group Inc. ("Summit") 2013.  All Rights Reserved. 24

© Summit Proposal Group Inc. ("Summit") 2013.  All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at:  [email protected].


Recommended