BD Lifecycle and Phases Flashcards
Market Identification
Description:
Where organizations make clear decisions on the markets they intend to work in and how to spend their budgets for the markets they intend to focus on.
Purpose:
- What markets to penetrate
Who performs the work:
Work is carried out by the BD organization/sales team or whatever you call them in your org
Product:
Market Identification Plan
Account Planning
Description:
Who performs the work:
Product:
Account Plans
Opportunity Assessment
Description:
Where we get a bit more specific. We perform some of the initial work for a particular opportunity and make the BID/NO BID decision.
Who performs the work:
BD/Sales/Capture managers work together to qualify the opportunity and create the initial customer and competition analysis.
Product:
Customer and Competitor Analysis
Opportunity Planning
Description:
Analyzing if we can really win this deal.
Who performs this work:
This is where Capture Lead takes over and starts to ensure they can position us to win and increase that probability of winning in anyway they can.
Product:
Capture Plans
Proposal Planning
Description:
This is where we prepare to bid, and Capture Manager starts working with the Bid/Proposal Manager.
Who performs this work:
Capture Manager and Bid/Proposal Manager
Product:
Capture Plan is used to develop Proposal Plan.
Proposal Development
Description:
The bid itself. Get the request and create the response.
Who performs this work:
Bid/Proposal Manager takes over, driving the opportunity through this phase.
Product:
Proposal Documents
Negotiation
Complete the capture - negotiate, answer customer questions, contracts and orals. Closing the deal.
Who performs this work:
Opportunity/Capture Manager
Product:
Contract
Delivery
Focus on renewal and positioning ourselves for future business. Going back to account plans and thinking what the next opportunity is and how to make sure the relationship is so good that the customer wants to come back for more.
What is the focus of the BD Lifecycle
To win. Clear business development processes based on best practices to help organizations identify opportunities and win bids in a repeatable and sustainable way.
What are the four pillars of customer focus?
- Unknown position
- Known Position
- Improved Position
- Favoured Position
Unknown Position
Marketing and long-term positioning to get closer to a known position. No relationship with the customer yet.
Known Position
Using brand, marketing, and early-stage strategies to develop a known position with the customer.
Improved Position
Working with BD and capture manager, building a relationship with the customer using marketing and selling skills.
Favored Position
Collaborate with customers to create a business case and trust.
List five important things you must remember about the BD Lifecycle
- Scale and tailor the cycle to your specific markets and customers.
- Define Roles and Responsibilities within the cycle.
- Secure buy-in from leadership for implementing the BD lifecycle.
- Document all successes and failures.
- Enhance the customer relationship across the full lifecycle and during each phase.
