Success Through Teaming: Marketing to General Dynamics … · Property of General Dynamics Information Technology do not distribute or re-use content without permission Ludmilla Parnell,

1 © 2013 General Dynamics. All Rights Reserved Property of General Dynamics Information Technology

do not distribute or re-use content without permission

Ludmilla Parnell, Director, Business Development, Small Business Partnerships National Veterans Small Business Engagement, Atlanta, GA December 10, 2014

Success Through Teaming:

Marketing to General Dynamics Information Technology

General Dynamics Proprietary Information

• $31 billion in annual revenue

• 96,000 employees worldwide

– Leading market positions in:

• Mission-critical information

systems and technologies

• Land and expeditionary

combat systems, armaments

and munitions

• Shipbuilding and marine

systems

• Aviation (Gulfstream)

Overview: General

Dynamics at a Glance


General Dynamics –

A Proven Market Leader

Advanced Information Systems Partners with the U.S. defense, intelligence, cyber and homeland security communities to provide mission-related systems development, integration and operations support.

General Dynamics Information Systems and Technology

C4 Systems A leading integrator of secure communications, information systems and technology, specializing in command and control, communications, networking, space systems, computing and information assurance for defense, government and select commercial customers in the United States and abroad.

Information Technology Serving customers in the defense, intelligence, health, homeland security, civilian government, international and commercial sectors, managing large-scale, mission-critical IT programs. Delivers advanced network-systems integration, IT services, enterprise solutions, systems engineering, simulation and training, wireless and professional services.


General Dynamics IT

Core Capabilities

• Enterprise IT System Development and Integration

– Advanced network systems integration solutions

driven by in-depth mission and enterprise experience

• Enterprise IT Operations and Maintenance

– Vast experience delivering secure enterprise IT

solutions that meet current and future needs with

minimum risk

• Mission Support Services

– Comprehensive range of professional and technical

services to meet critical planning, staffing,

management, technology and operational needs

• Simulation and Training

– Leading-edge simulation, training, IT and systems

integration solutions that help transform training and

deliver operational readiness

Delivering the strength of IT and mission support services


Who We Serve

Today we serve more than 50 government agencies and over 1,000 customers in various markets transforming enterprises to navigate the challenges of the future.

– Defense: U.S. Army, Air Force, Navy, Marines, Joint, Reserve, National Guard, Department of Defense (DoD)

– Intelligence Community: Director of National Intelligence; National Security Agency; National Geospatial-Intelligence Agency; Defense Intelligence Agency; Department of State

– Federal Civilian: U.S. Departments of the Treasury, Justice, Commerce, Transportation and Energy; Federal Bureau of Investigation; Veterans Affairs

– Homeland Security: U.S. Coast Guard; Citizenship and Immigration Services; Customs and Border Protection

– Healthcare: U.S. Department of Health & Human Services; Centers for Medicare & Medicaid Services; Centers for Disease Control and Prevention; Military Health System; U.S. Army Medical Department

– Public Sector: States of New York, Maryland, Pennsylvania and Florida; NY/NJ Port Authority; Los Angeles World Airports; Delaware State Police


A Good Small Business

Partner: Considerations

Don’t oversell yourself!

Follow-through and follow-

up!

• Core capabilities and past performance

• Competitive pricing

• Personnel experience, locations

• Quality procedures, continuous improvement

• Resource availability, HR stability

• Financial solvency/risk/strength

• Reputation

• Cost and cycle time reduction programs

• Technological or service advantages and

innovations

• Organizational conflict of interest (OCI)

• Dependable, team player, responsive

Successful candidates:

• High ethics

• Strategic differentiation

• Customer understanding


How Can You Add Value and

Differentiate Your Company?

Value Proposition

Niche Technology

Market Knowledge

Customer Reputation

Customer Focus

Marketing Focus

Understand Your Market Focus - Strengths, core capabilities

- Past performance, current work

- Where do you want to grow?

- Market growth there to support it?

- SPECIFIC Customer

Differentiators


• What are your strengths and core capabilities?

• What types of past performance do you have?

• Where is your current work today?

• What areas do you want to grow in?

• Is the market growth there to support it?

Understand Your

Market Focus


Getting Our Attention

Opportunity

Driven Approach Research First

Prepare

“Elevator” Speech

But Tailor it to

Company

Prove Real

Interest

• Company websites

• Talk to contacts

• Government and

technology journals

• “Hot buttons”

• Government targeted

events

• Understand what we do!

• Follow through on

actions and

requests!

• Be responsive!

• Show enthusiasm!

Do Your Homework First

• Unique capabilities

related to Customer

opportunities and

requirements

• Customer past

experience

• Other customers

• Added value

• Customer websites

• Industry Days

• Customer events

• Procurement forecasts

• Industry associations

(AFCEA, NDIA, IAC)


Capture Planning: Develop

Specific Opportunities

Develop a

Contact

Plan

Make

Contacts

Gather

Information Plan

Gather Other

Data

• What issues for discussion

• Where is the information

• When should we get the information

• Why talk with specific people

• Listen to prospective customers

• Develop a trusting relationship with customer

• Incumbent strengths and weaknesses

• Grow trusting relationship with the customer

• Customer priorities

• Funding sources

• When to show how you will solve a customer’s problem

• Strategic and contingency hires

• Competitor analysis

• Cost estimates

• Win theme


Steps to Successful

Teaming

MATRIX MATRIX

MATRIX

Key to Teaming - Be

Proactive and Selective

in Your Marketing

Efforts! • Focus on a customer area – narrow it down…

- Map out contract opportunities – recompetes, new opportunities, etc.

- Do you know the customer? Do you know how to obtain information?

• Timing – teaming far in advance of the deal (18-24 months out)

- Working on next year and beyond

- Understand roles of capture managers and program managers

• Be prepared for discussions

- Read and understand the opportunity, and where you can bring value

• RFP requirement and your fit — tell us:

- Related niche or capability areas

- Related past experience

- Customer knowledge and experience

- Why your company?

- Why are you seeking us out to team?

• Make sure you are registered with us

- www.generaldynamics.com/SUPPLIERS OR

- www.gdit.com/Partners

http://www.generaldynamics.com/SUPPLIERS

http://www.gdit.com/Partners


Closing the Deal –

Getting on the Team

• Know the contracting details – NDA / TA / Attachments (SOW)

• Ask about the decision making process / selection process – Internal discussions

• Meetings with small businesses

• Database searches

• Teaming decision authority

• Basis for teaming decisions – Why this company? Why this individual? – Behind the scenes discussion

– Value brought to the table

– Thought process behind selection

• Understand what you bring to the Prime – Be able to cite reasons

– Differentiators / Value

– Relationships /Support

• If you are late to the table - get your hands on the RFP! – Existing business – different approach


Our Database Provides

Teaming Partners

• Go to the Partners Page at www.gdit.com/sb

• Click on “Register Your Company” and Register

– This is a General Dynamics central registration site, accessible by all General Dynamics INCLUDE:

– Descriptive capability keywords • E.g.: Network engineering, not IT

• Not: See attached brochure

– Specific customer areas • E.g.: DOD/Navy/NAVSEA/NUWC not Federal Government

• Upload corporate briefings and other capability documents – VERY highly recommended

– Technical certifications, clearances, other relevant info

This Database is searchable – we use it to find teaming partners!

http://www.gdit.com/sb


Areas of Interest

• Based upon RFP requirements

- Warfighter support services

- Modeling and simulation, training courseware capabilities

- ITIL certifications

- IT engineering/services (cloud, virtualization, cyber, service desk)

- Datacenter design, architecture and implementation

- Cyber security skills (Information Security /Information Assurance)

- Help Desk/Call Center Support

- Enterprise IT,

- Health IT

- Network systems integration,

- Wireless network

- Logistics (transportation management, warehousing, 3PL

- Intelligence Community IT

Over $2 billion subcontracted to

small businesses over past 5 years


• Develop understanding of customer mission and requirements

• Review www.gdit.com or www.gd.com and check business unit websites

– Understand what we do and fit with your company

• Familiarize yourself with our products and services

• Monitor program awards, recompetes, new contract opportunities

• When contacting us:

– Address your product/service differentiators

– Clearly present your value proposition

– Engage earlier than later

– State industry and related experience

• Contact the applicable SBLOs listed on www.gd.com

• Register in the General Dynamics Enterprise Supplier Registration Portal at www.gd.com/suppliers (Update regularly)

So How Can You Work

With Us?

http://www.gdit.com/

http://www.gd.com/

http://www.gd.com/

http://www.gd.com/suppliers


And….

• Always present yourself professionally and use good business

etiquette

• Know the market you’re targeting – Understand and know the

customers

• Send emails that are informative, concise, well-written and

purposeful

• Know why you want to meet – Focus on opportunity-driven

meetings

• Follow-up

• Network at targeted events that fit your marketing focus

• Develop relationships, outstanding past performance and TRUST!


• Winning (with or without a Prime) is not easy

• Focus, focus, focus • Understand government business, contracting and rules of engagement

• Attack needs – discuss solutions, not just capabilities

• Fit in – Prime’s processes, tools & interests

• The five P’s – Plan your strategy and approach

– Prepare and implement your action plan

– Stay persistent in your efforts

– Remain patient with time

– Practice proactive marketing

• Prior planning prevents poor performance

Conclusion

GO WIN!


Contact Information General Dynamics IT – Fairfax, VA – HQ

Small Business Center

Director, Business Development

Small Business Partnerships

(703) 995-5148

http://www.gd.com/business-groups/information-

systems-and-technology/index.cfm

Aerospace:

http://www.gd.com/business-

groups/aerospace/index.cfm

Marine Systems:

http://www.gd.com/business-groups/marine-

systems/index.cfm

Combat Systems:

http://www.gd.com/business-groups/combat-

systems/index.cfm

Ludmilla Parnell

Small Business Partnerships

[email protected]

Information Systems and Technology:

Aerospace

General Dynamics Sectors

Marine Systems

Combat Systems


Documents

Success Through Teaming: Marketing to General Dynamics … · Property of General Dynamics Information Technology do not distribute or re-use content without permission Ludmilla Parnell,