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WINNING STRATEGIESFOR THE 2017, $81.5B, FEDERAL TECHNOLOGY MARKETPLACE
TODAY’S PRESENTERSJAMES BAKER AND ROB POLSTER
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JAMES BAKERABOUTJames “Jimmy” Baker is a noted speaker, author, marketing consultant and strategist on the public sector technology marketplace. Baker has spent his career in the Washington, DC Metropolitan Area as well as Northern California consulting for technology companies that sell to government. Baker has consulted for many technology companies, from Fortune 500’s to small businesses, such as: Microsoft, Adobe, Unify, Hewlett Packard, vmWare, CA Technologies, Salesforce, Unisys, Avaya, Intel, Akamai, Proofpoint, Cisco, Gigamon, Dimension Data, and Electric Lightwave. A graduate of the University of Maryland, Baker currently resides in Northern California with his wife and two sons. Baker is very active in his local community supporting food banks as well as serving as a chaplain in Sacramento Juvenile Justice System.www.jamesjbaker.com
BOOKBaker’s book “How to Win Business from the Government- A Tactical Guide to Understanding the US Federal Government Information Technology Marketplace” was commented on by Jim Flyzik, former Federal Government CIO and CIO Magazine Hall of Fame Inductee. Flyzik stated, “This is the first time I’ve encountered so much useful information put together in one place. It’s not only a great learning experience but also a useful reference manual for business developers and representatives looking to gain a competitive edge.” Baker’s book is available through Amazon in paperback or Kindle.www.governmentbusinessbook.biz
GOVERNMENT FORUM
The Public Sector Technology Exchange (PSTE) is an independent, leadership forum that discusses the technology issues impacting government and education marketplaces. Each PSTE forum features a panel of technology leaders discussing with Baker the latest trends and challenges in government, industry, and education. The PSTE recently hosted a national webinar entitled “Protecting the 3 Biggest Security Risks to your Organization – Email, Mobile, and Social“ Watch this discussion at:www.publicsectortechnologyexchange.com3
DR. ROBERT POLSTER
• President, PolsterConsulting
• Creator of IMPACT BD℠
• Systems Integration Veteran
• Operations Research
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BEFORE WE GET
STARTED . . .Registrants will receive:• Slides• Recording
Submit questions via dashboard
AGENDA
• Your Take Aways• The IMPACT Business Development
Process℠– Overview– First 3 Steps
• Find Hidden Opportunities• Map Target Agency• Differentiate Your Company
• Questions• Closing Remarks / Offer
ORDER TODAYAmazon.com
Purchase book before September 1, 2016 and Baker will offer your team a 30 minute complimentary strategy session. Email receipt to Baker at james@jamesjbaker.com
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Free IMPACT BD Paper
Download at
polsterconsulting.com/webinar
CONTACTPRESENTERS
James Baker / james@jamesjbaker.com
Dr. Robert Polster / robert.polster@polsterconsulting.com
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YOUR TAKE AWAYS . . .
1. How to overcome lack of– Relevant past performance– Relationships with government executives
2. Best source of bid opportunity intelligence
3. How to differentiate your company4. DME: What it is. Why it is key
IMPACT BUSINESS DEVELOPMENTINTELLIGENCE MESSAGING CONNECTIONS
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STARTshaping RFPs
IMPACT BD’SPURPOSE
STOPmerely
respondng to RFPs
WHAT DO YOU NEED TOSHAPE AN RFP?
• Customer Problem• Customer Budget• Time• Understanding• Insight• Appointment
WHAT DO YOU NEED TO SHAPEA RFP?• Customer Problem• Customer Budget• Time• Knowledge• Insight• Appointment
IMPACT BD
Provides All
IMPACT BD9 STEPS
FIND HIDDEN OPPORTUNITIES
MAP TARGET AGENCY
DIFFERENTIATE
DEVELOP STORY
DEVELOP VALUE
PROPOSITIONGET YOUR
STORY HEARD
WRITE PROPOSALS
THAT RESONATE
WIN RECOMPETESWITH STORIES
STREAMLINESELLING WITH BRANDING /
MARCOM
IMPACT BD9 STEPS
FIND HIDDEN OPPORTUNITIES
MAP TARGET AGENCY
DIFFERENTIATE
DEVELOP STORY
DEVELOP VALUE
PROPOSITIONGET YOUR
STORY HEARD
WRITE PROPOSALS
THAT RESONATE
WIN RECOMPETESWITH STORIES
STREAMLINESELLING WITH BRANDING /
MARCOM
IMPACT BD STEP 118
FINDING HIDDEN OPPORTUNITIES19
SELECT TARGETAGENCYFactors to consider• Forecasted growth• Match with expertise
DOJ SNAPSHOT•$2.7B IT Budget
•$476M in DME
•233 Budget Line Items
•74% of Projects on Schedule
•81% of Projects on Budget
•46% of Budget on Major
Initiatives
•IT Strategy- Advance, Protect,
and Serve21
DOJ FACTS• Led by the Attorney General, DOJ has over 60 components that provide national security, law enforcement, and criminal justice responsibilities.• Total Budget $28.7B• Over 118, 000 employees• Daunting task for just one executive to cover the entire organization.22
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DOWNLOADTHE BUDGET1. Go to
https://www.itdashboard.gov/#explore-govwide
2. Save the Excel file3. Study where and what
your target customer is spending money on
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QUICK LOOK AT THE BUDGETOver 7,400 budget linesBased on review of budget line items $10M +Web based supply chain managementInfrastructure / Enterprise ArchitectureResearch AutomationTelecommunicationsFinancial ManagementData StorageCloud Solutions - Public, Private, and HybridDatabase ManagementMainframe MaintenanceTechnology TransferWeather and Geographical Information SystemsEmergency ResponseIntegration of Disparate SystemSecurityApplicationsDashboard and Business IntelligenceIT Help Desk Support and Trouble ShootingResource ManagementWeb and PortalModernization
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WHAT KINDS OFOPPORTUNITIESDO YOU SEEK?List your company’s skills
1.2.3.4.5.
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SEARCH BUDGETFOR KEYWORDS
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EXTRACT LINE ITEMSWITH KEYWORD MATCH
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ACQUIRE ADDITIONAL INTELLIGENCE
• Foreachlineitemisthere– AnExhibit300?– AnRFP?– Aforecastedprocurement?
• Identifypointsofcontactintargetdepartmentstocalltolearnmoreaboutinvestements
OTHER DATA . . .Additional intelligence sources:
FBO.govFPDS.govSmall business forecastOther forecasting tools
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CREATE AN OPPORTUNITY PIPELINE
• Based on– Opportunities identified– Weight Deals– Objectives regarding
• Revenue to be acquired (run rate) – Just because a budget line is for $1M does not mean your company has a $1M opportunity• Skills to be used• Technologies to be used
IMPACT BD STEP 234
MAP TARGET AGENCY35
DEVELOPAGENCYPLAYBOOK• Who’s who• Political mandates• Challenges • Competitive landscape• Upcoming recompetes
CALL PLAN• Review a single BLI from the
budget• The BLI should map to a mission
and mandate• Within program that your
chasing there are a number of people you need to meet
• Example / CPIC / IRB• PMs, COTRs, Tech
Implementors, Competitors, Teaming Partners
USING THE BUDGETSPREADSHEET
DEPT. MISSIONANDGOALS
BLI AND$$$$$$
YOURUSP
RFP ORFORECAST
VALUE OFDEAL ANDVALUE TOOURCOMPANY
300 PLAYINGFIELD
PRIME ORSUB
OTHERINFO
CALLPLAN
• Identify the deals that best match your company• Weight the Deals (based on timing, value, risk, and
ability position)• Review the data and pursue• How is this different from a commercial RFP /
forecast system?
IMPACT BD STEP 339
OBJECTIVE
Differentiate Your Companyin the Federal Market
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FIND PROBLEM YOU SOLVE41
RISK IS THE PRIMARYCONCERN OFGOVERNMENTEXECUTIVES
CONSIDER A SOCIALSECURITYADMINISTRATION
CALL CENTER . . .
CALLERS DONOT GETANSWERS WHENIT SYSTEMS FAIL
AND THATLEADS TO . . .
. . .TOCONGRESS
. . . WHICHCAN LEAD TOHEARINGS
. . .WHICH CANLEAD TO HEACACHES FOR THE EXECUTIVE-IN-CHARGE
BUT SUPPOSE HEHIRES AN IT SERVICE DESKCOMPANY
. . . AND SUPPOSETHEY WARN ABOUTEMERGING TROUBLESPOTS
. . . WHICHPROVIDESNEEDEDVISIBILITY ANDINSIGHT
REVISEDCOMPANYSPECIALTYOLD: IT Service Desk Ops
NEW: Enhancing Government Executive Control of Complex IT Operations.
UNIQUE VALUEPROPOSITION ISKEY TO SUCCESSIN GOV’T MARKET
QUESTIONS FORDEVELOPING YOURUNIQUE VALUEPROPOSITIONWhat risks does your company mitigate for customers?
What would go wrong for my customer if we did not do our job well?
IMPACT BD9 STEPS
FIND HIDDEN OPPORTUNITIES
MAP TARGET AGENCY
DIFFERENTIATE
DEVELOP STORY
DEVELOP VALUE
PROPOSITIONGET YOUR
STORY HEARD
WRITE PROPOSALS
THAT RESONATE
WIN RECOMPETESWITH STORIES
STREAMLINESELLING WITH BRANDING /
MARCOM
TIME FOR QUESTIONS56
QUESTIONS1. Overcoming the problem of insufficient relevant PPQ/PPIRS/ project references2. What are the best sources for bid information?3. How can I differentiate my company with so much competition?4. What do you mean about DME dollars?5. What if I don’t have a lot of relationships in government?6. Is my company’s size a risk?7. How do Polster and Baker work with tech
companies?
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CLOSING REMARKS58
Free IMPACT BD Paper
Download at
polsterconsulting.com/webinar
ORDER TODAYAmazon.com
Purchase book before September 1, 2016 and Baker will offer your team a 30 minute complimentary strategy session. Email receipt to Baker at james@jamesjbaker.com
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CONTACTPRESENTERS
James Baker / james@jamesjbaker.com / 703.303.4233
www.governmentbusinessbook.bizwww.publicsectortechnologyexchange.comwww.jamesjbaker.com
Dr. Robert Polster / robert.polster@polsterconsulting.com
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WINNING STRATEGIESFOR THE 2017, $81.5B, FEDERAL TECHNOLOGY MARKETPLACE
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