Best BD and Marketing Practices of Winning Government ......Panel Discussion @MKT_CONNECTIONS #GOVCONSTUDY 18 Teresa Rivera Outreach and Awareness Manager, Acquisition Services Directorate

© 2012 Market Connections, Inc.

Best BD and Marketing Practices of Winning Government Contractors

2012 Government Contractor Study Overview

JUNE 21, 2012

EMBARGOED UNTIL 6/21/12 7:30 PM

2012 GOVERNMENT CONTRACTOR STUDY OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025

Tweet with us!

@MKT_CONNECTIONS #GOVCONSTUDY 2

@mkt_connections

#GovConStudy



Win Rates


12%

28%

60%

28%

57%

15%

0%

20%

40%

60%

80%

20% or less 21-50% Greater than 50%

Recompetes New Bids



2012 Expected Federal Revenue Growth


19% 19% 20% 17%

11% 7% 7%

0%

5%

10%

15%

20%

25%

Decrease No Growth

1-5% 6-10% 11-15% 16-20% More than 20%

62%



Top Three Opportunities Next 12 Months


33%

35%

45%

0% 10% 20% 30% 40% 50%

Healthcare IT

Cloud Computing/ SaaS

Cyber Security HIGHER WIN RATES

HIGHER WIN RATES

Note: Multiple responses allowed, will add to >100%



Expected Change in Bid/Proposal Budgets


42%

47%

11%

Increase

Remain the same

Decrease



7

Structure of BD Function

@MKT_CONNECTIONS #GOVCONSTUDY

16%

52%

32%

Fully decentralized

Hybrid (centralized and decentralized)

Fully centralized 28% in 2009



Capture Management Elements


HIGHER OVERALL WIN RATE (82%)


HIGHER NEW BID WIN RATE (91%)

86% Early opportunity assessment to understand requirements

68% Decision gate reviews

71% Capture team development

62% Documented capture plan

61% Frequent review of capture plan and win strategy

30% Sharing key elements of capture plan with prospects

71% Creation of proposal development plan/roadmap

73% Ensure win themes are communicated in proposal

88% Review proposal deliverables

74% Color team reviews

72% Evaluate proposal lessons learned



Winning Capture Management Elements





Higher Win

Rates

Early opportunity assessment

Capture team

development

Color team reviews



Plans to Improve Capture Process and Win Rate


…[evaluating] how are we doing, how does it compare to our strategic plan, what was the actual outcome and how we can learn from the divergence.

Ensuring early opportunity evaluation is consistent with company capabilities and past performance. Evaluating competitors. Early discussions with customer to ensure we can meet their needs and price requirements.

…concisely documenting each step of proposal development and conducting internal peer reviews of the produced materials, and actually 'learning' lessons learned.

“

17%

18%

19%

0% 5% 10% 15% 20%

Evaluate capture process structure

Earlier evaluation of opportunities,

needs and customer preferences

Use of debriefs/ reviews to apply lessons learned

Note: Multiple responses allowed

What is your organization currently doing to improve your capture process and win rate?



Rise of LPTA Could Jeopardize Mission Success


As government budgets are being

squeezed , lowest price is uppermost in

the minds of contracting officers.

Less-experienced contracting officers lack skills and experience necessary to adequately write RFPs and evaluate responses.

The trend to more LPTA awards may avoid more protests, but it may also lessen agencies’ ability to meet mission goals.

LPTA awards stifle innovation and discourage contractors from providing leading-edge or value-added solutions.




If you can clearly define your needs and requirements…It just comes down to cost. So I want you to be able to meet my needs, be technically acceptable, and after that, I want the lowest price. Period.

GOVERNMENT END USER

“

We’re delivering exactly what they asked for, so we’re not helping them solve their problems, we’re just responding.”

CONTRACTOR

“




Top Marketing Elements


80% 72%

61% 59%

43%

0%

20%

40%

60%

80%

100%

Company Website

Large industry wide tradeshows and conferences

Thought Leadership Materials

Smaller, targeted events

Public Relations

Higher Win Rates




Other Marketing Elements Used


36% 32% 27% 25% 21%

0%

20%

40%

60%

80%

100%

Social Network

Sites

Advertising- print

E-mail campaigns

Advertising- online

Webinars




Other Marketing Elements Used


16% 10% 10% 9% 8%

0%

20%

40%

60%

80%

100%

Cause Related

Marketing

Direct mail campaigns

Telemarketing Mobile Websites and Apps

Podcasts



Marketing Challenges


7%

13%

21%

24%

28%

32%

35%

46%

52%

0% 20% 40% 60%

Other

Meeting ROI requirements

Determining appropriate messaging

Lack of strategy for online marketing

Generating leads

Generating relevant and compelling content

Measuring ROI

Aligning sales, marketing and development objectives and strategy

Reaching decision makers or government personnel

Includes:

• Having no marketing division

• Lack of funding




Expected Change in Marketing Budgets


33%

46%

21% Increase

Remain the same

Decrease



Positioning for Future Success


11%

12%

12%

15%

17%

0% 5% 10% 15% 20%

Marketing and branding

Stay informed about the market

Improve BD/capture strategy

Focus efforts through specific products,

customers

Building relationships/

networking


What is the most important thing you or your company are doing to position for success in the federal market over the next 3 to 5 years?

Building relationships with new Federal Agencies and with potential teaming partners…

Focusing on specific accounts within the federal market.

Trying to establish a disciplined, gated, repeatable business development and capture process.

Addressing market strategies in our top 10 growth areas.

Revisiting and revamping company messaging to relate to the government’s current needs and missions.

“



Lisa Dezzutti MODERATOR President & CEO Market Connections, Inc.

Panel Discussion


Teresa Rivera Outreach and Awareness Manager, Acquisition Services Directorate U.S. Department of the Interior

Corrine Gormont Vice President, Marketing & Communications L-3 STRATIS

George Obertubbesing Director of Business Strategy TASC

Paul Strasser Sr. Vice President, Strategic Development Dynamic Research Corporation

19 @MKT_CONNECTIONS #GOVCONSTUDY

Download the Overview www.MarketConnectionsInc.com/GovConStudy

Full Report Available in July!

Lisa Dezzutti, President & CEO [email protected] | 703.378.2025, x103

Cathy Cromley, Director of Business Development [email protected] | 703.378.2025, x108

Sieg Gooding, Director of Government Programs [email protected] | 301.471.2497

Market Connections, Inc. | 14555 Avion Parkway, Suite 125 | Chantilly, VA 20151

http://www.MarketConnectionsInc.com/GovConStudy

mailto:[email protected]



Documents

Best BD and Marketing Practices of Winning Government ......Panel Discussion @MKT_CONNECTIONS #GOVCONSTUDY 18 Teresa Rivera Outreach and Awareness Manager, Acquisition Services Directorate