Developing Your 2012 Pipeline and Preparing For a Great Year of Winning Business
This article is for everyone else who is not a planning maven, or like me, tends to pile the plate so high that no amount of planning is enough, no matter how hard I try. Now that the holiday hustle and bustle is over, and there is relatively smooth sailing through the frigid months ahead, it is time to slow down for a day or two and finally plan. Dust off your crystal ball, sharpen your pencils, and let's talk about getting your company (and you) to that next level of growth.
My first question to you is, what does your opportunities pipeline look like for 2012? This question is relevant to everyone - not only the executives, but also capture and proposal staff, and even proposal consultants. Every business has to have a healthy pipeline to thrive. It is surprising, however, how many simply do not have one, have proposal staff that don't know about its existence (if there is one), or have one but are skeptical about its quality and usefulness. I hear a common story that bespeaks of broken pipelines from small and large companies alike:
• "We only submitted a handful of proposals last year; we could be proud that we are picky but our win rate is so low."
• "We cannot find opportunities that match our exact area of expertise, so our pipeline is small and won't sustain our desired growth."
• "We bid on everything - I think our bid-no-bid process is broken - and having everything under the sun in the pipeline simply doesn't make sense."
• "We keep going after bluebirds - we haven't updated our pipeline in a while."
Or better yet,
• "We don't know what our Bid and Proposal budget is. Because no one has planned the pipeline for the year. Therefore, we have not decided how much investment is needed to win the opportunities that show up in the pipeline to reach our annual goal, while factoring in our win rate."
If you recognize your company in the statements above, or have other pipeline challenges, it is time for change. You have to put business development higher on your priorities list, because a quality pipeline directly correlates to your future revenue. Or lack thereof. If you are a business owner, executive, or a consultant, make sure that you make this an investment year into your pipeline development. It will contribute to your peace of mind, and give you greater control over your destiny.
If you are working in a proposal department - wouldn't it be nice to bring some degree of planning and order into your resources, time, and efforts? Perhaps, you would be compelled to act bolder and ask your management for more resources knowing that you are facing a churn-and-burn proposal stretch. Maybe you could dedicate more time to capture - even if you could do a little bit at a time while you are busy on other pursuits. All of it will lower your stress and contribute to your quality of life.
My second question is, have you looked at your industry's trends? What does the immediate future hold for you and your company? For example, with the government moving more and more work to the Indefinite Delivery Indefinite Quantity (IDIQ) vehicles and GSA and VA schedules, have you caught up and learned how to turn your company into a task order winning machine? What was the last time you have looked at the legislative changes impacting government contractors? What areas will continue to grow, like Cyber and Security fields - and what industries are bound to shrink with the budget crunch? How are your target customers changing their procurement behaviors given the state of the economy? How will you adjust the type of opportunities you are bidding on?
Also, what are your competitors now doing to beat you? Are they cutting costs - and if so, how are they doing it? Are they investing into new initiatives?
Answers to these questions will shape your pipeline even further.
These questions may seem irrelevant to proposal managers, coordinators, writers, editors, and other proposal professionals not as directly involved in strategy and planning - but I beg to differ. It will make you a better rounded professional if you understand what the industry is doing and how your company is likely to react - and you can adjust accordingly if there are certain risks on the horizon.
Which brings me to my third question - have you looked at your career and growth opportunities for 2012? What will you do to advance yourself, earn more money, and get greater job security, while helping your business? Will you stay in the same field or will you expand your abilities? In the business development field, there are always ways to command higher pay, be more in demand, and ultimately become more successful. On the other hand, many proposal professionals narrowly specialized in one field may find themselves in less secure positions.
To change this situation, it is important that you don't succumb to burnout-induced complacency. Explore professions that are adjacent to your fields to increase your competitiveness and pay grade. There are natural career paths for certain professions. For example, proposal managers would greatly benefit from getting training in management, capture management, orals coaching if your customer set uses orals, technical writing, pricing, desktop publishing, and graphics skills - and could definitely use training in cost proposals development. Capture managers should expand their skills into proposal management, business development, price-to-win, and cost strategy. Technical writers should consider proposal coordination and proposal management as a career path if they are comfortable with higher levels of responsibility over the team. Proposal coordinators could venture into desktop publishing, graphics, and editing; or step up and becom e proposal managers.
For executives, investing into developing more versatile proposal teams means higher success rate in winning proposals, and ability to rotate personnel from one role to another on a variety of proposals, preventing team burnout. And, ultimately, getting a more skilled resource pool may mean a different type of pipeline where you can be more aggressive in pursuing opportunities.
Determine what training courses you are going to attend in 2012 to expand your capabilities, and definitely plan to make it to the APMP-NCA's educational events.
Well, onward and upward, as some of my dear friends like to say. If you haven't already asked yourself or your colleagues these three questions, it may be time that you do. Life may not go according to a plan, but it is better to have one anyway. Life without a plan is almost guaranteed to have much less spectacular results. I wish you a professionally and personally rewarding year!