How to win big deals
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Developing and successfully executing a strategy is one of the most challenging undertakings in business. Research and experience continue to show that only a small percentage of strategies are successfully executed. However, we have been involved in successfully executed strategies for billion-dollar, global organizations which resulted in: - An 80% increase in customer-share - A 4x increase in revenue - Capture of multi-million dollar opportunities These organizations were able to win big deals by developing and executing Capture Teams: multi-functional, cross-organizational teams, focused on achieving a single business development objective. Because they are singularly focused, they represent a major asset for seizing a present opportunity. They also have high strategic value in shaping the structure and vision of an organization for the future. Global Partners will share their research and experiences with developing and executing Capture Teams, which will enable you to: Discover what Capture Teams are and when to use them - Organize and launch the Capture Team - Create and execute the Capture Plan - Implement a successful Capture Team Program by using proven approaches and tools
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How to win big deals
- 1. How to Win Big Deals Paul Hesselschwerdt President Fabrizio Battaglia Partner Image credit: Flickr user Boondockdurden
- 2. Process Challenges Global Alignment of Teams Prioritization, including capacity to capture big deals Creating executive relationships To show the added value respect to competitors Results Challenges New product introduction Growing business with customers Winning business at target premiums Growth in emerging markets
- 3. Major Reasons for Failed Sales Strategies Failing to design a winning strategy that differentiates you Gaining buy-in from the entire team Failing to execute the plan Failing to question underlying assumptions as the situation changes
- 4. This webinar will enable you to… 1. Understand What Capture Teams Are 2. Understand When and Why to Use Capture Teams 3. Organize and Launch the Capture Team 4. Create the Capture Plan 5. Execute the Capture Plan
- 5. The Typical Approach Alignment ApproachVS.
- 6. What is behind the Alignment Approach? Cooperation Engagement Differentiation
- 7. What Are Capture Teams? Multi-functional, cross organizational teams, focused on achieving a single business development objective. Expanding Customer ShareWinning a Large Order
- 8. 1. Understand What Capture Teams Are 2. Understand When and Why to Use Capture Teams 3. Organize and Launch the Capture Team 4. Create the Capture Plan 5. Execute the Capture Plan
- 9. When and Why to Use Capture Teams When you are focused on winning a Complex Opportunity When you are not getting the share you deserve Outside looking in
- 10. 1. Understand What Capture Teams Are 2. Understand When and Why to Use Capture Teams 3. Organize and Launch the Capture Team 4. Create the Capture Plan 5. Execute the Capture Plan
- 11. Organizing and Launching the Capture Team Team Sponsor Team Leader Ad hoc Members CT Devil's Advocate Core Members
- 12. Organizing and Launching the Capture Team – 1st meeting Assessment: Can you win, Should you compete? HighRelationships Low Deal/Account Knowledge High Competitive CompetitiveBlind Collaborative
- 13. 1. Understand What Capture Teams Are 2. Understand When and Why to Use Capture Teams 3. Organize and Launch the Capture Team 4. Create the Capture Plan 5. Execute the Capture Plan
- 14. What does a Capture Team Process Look Like? When you are focused on winning a Complex Opportunity When you are not getting the share you deserve Two Objectives: One program
- 15. Two Objectives: One program
- 16. The Preparation Phase The team organizes information and makes collective sense of it
- 17. The face to face The team meets, decisions are made, Strategies are defined and tested.
- 18. The Follow-up Implementation Support and Action plan update
- 19. Capture Team Challenge Questions Challenge Question Category Confidence 1 - 5 Implications 1 - 5 Actions 1 - 5 1. Customer Issues and Objectives that are driving their process now (overall score) N/A 2.7 3.0 - What is the customer trying to accomplish? N/A 4 2 - How urgently does the Customer need to accomplish his objectives? N/A 2 3 - Why did the Customer begin the Process now? N/A 2 4 2. Relationships / web of Influence (overall score) 2.8 4.0 4.5 - Who is the Decision Maker (DM)? What are his/her business and personal needs? 3 5 5 - What is the Decision Maker (DM) opinion of us vs. Competition? 3 5 4 - Who are the Key Decision Influencers (KDIs)? How and how much will they influence the decision? What are their business and personal needs? What is their opinion of Us vs. Competition? 2 2 4 - Who are the Approvers/Evaluators? What will be their role in the decision process? What are their business and personal needs? 3 4 5 3. Major Competitor (overall score) 3.0 3.0 4.3 - Which Vendor (including Us) does the DM consider to be the number 1 choice for this opportunity? Why? 3 4 5 - What are the major Strengths and Weaknesses of Us vs. Major Competitor as perceived by the DM and KDIs? 4 3 4 - How will the Major Competitor position themself and Us with the DM and KDIs? 2 2 4 4. Differentiated Offer (overall score) 1.5 2.3 3.0 - Why will the DM and KDIs perceive our offer to be significantly better than the offer of the Major Competitor? N/A 2 4 - Among the KDIs and Key Users, who would be a strong supporter for our offer vs. the offer of the Major Competitor? 1 3 3 - How will our offer be perceived vs. Major Competitor’s by the Specs Evaluators? 2 2 2
- 20. 1. Understand What Capture Teams Are 2. Understand When and Why to Use Capture Teams 3. Organize and Launch the Capture Team 4. Create the Capture Plan 5. Execute the Capture Plan
- 21. Capture Team Case Studies Major Infrastructure Project Rapidly Grow Account Share Capture Long-Term Service Contracts
- 22. Large Order Case Study Provides Flexibility Financial Viability Local Support Initiatives & Capabilities Unique Offer Competitive Superiority
- 23. Rapidly Grow Account Share Case Study Coordinate all functions that have an influence on the value created for the customer Connecting the plan to the customer executives Leadership for a diverse and dispersed team
- 24. Capture Long-Term Service Contracts Case Study Establish the right roles and empower the Capture Team Continuously challenge assumptions, gather and analyze data about the situation Find out competitors’ likely strategy and take action to counteract
- 25. 1. Understand What Capture Teams Are 2. Understand When and Why to Use Capture Teams 3. Organize and Launch the Capture Team 4. Create the Capture Plan 5. Execute the Capture Plan
- 26. How the Global Partners Process Helps Cooperation Engagement Differentiation
- 27. How to Win Big Deals Webinar How to Win Big Deals Webinar: http://bit.ly/19xIi8a Developing and successfully executing a strategy is one of the most challenging undertakings in business. Research and experience continue to show that only a small percentage of strategies are successfully executed. In this webinar, you will learn how to develop and execute Capture Teams: multi-functional, cross-organizational teams, focused on achieving a single business development objective.
- 28. Ph. 781-352-2460 info@globalpartnersinc.com www.globalpartnersinc.com Global Partners, Inc. One Broadway Cambridge, MA, 02142 Contact Us for More Information
Notes de l'éditeur
- Paul the reason why these challenges are difficult to address is because …. Next slide 1.05 Challenges of webinar registrants Link the challenges as we go and as often as possible
- the reason why these challenges are difficult to address is because of 4 fundamental reasons One study showed that as much as 71% of strategies fail to deliver expected results Inexperience leads to three major problems: Failing to develop and articulate a winning strategy that the entire team adopts Jumping to an easy strategy that is narrow and too easily thwarted by competitors Failing to execute the plan Failing to question underlying assumptions as the situation changes This webinar will address how the Capture Team and the process overcomes these failures
- Paul Jeff, this has only 5 goals, the others have 6 In this webinar you will learn how to: What are Capture Teams. Give definition and a brief history of Capture teams, linking back to Aerospace and infrastructure businesses. When to use them. To win a big opportunity, when the opportunity is a big ‘winner take all’; when the opportunity requires coordination across geographies and disciplines; when the supplier has to leverage all of its resources; when the supplier is the incumbent or breaking in Organizing the team. This is an often overlooked yet critical element of capture planning. Companies usually assume that the current account manager and team should become the capture team., but this is sometimes not the right choice. What are the characteristics of a good team leader and team members? The key role of the ‘Spoiler’, the devils advocate who questions everything about the capture plan. The role of the capture team executive sponsor. The Capture Plan. This is not a list of customer meetings. The plan is a combination Risk Mitigation and Action Plan. And it is very dynamic, requiring updating at least weekly Executing the Capture Plan. Can use case studies for critical steps Critical Success factors. 2 CSFs, 1) continuously challenging assumptions, your actions, customers actions and competitors actions; 2) discipline of executing the plan. The combination of doing both increases probability of success. Not following 1 or both almost certainly leads to failure
- FAB Ask yourself, do your BDV teams, capture teams, etc like the group on the left, or have you Big picture that summarize the previous 2 slides. (would be good to find a big picture with contrast that shows the common way of working (a group people with different ideas and objectives) and GPI approach (several groups of people with the same objective in their head).
- FAB What we do Unite and engage everyone around a single Business Development objective Enable cooperation across your global organization in all customer relationships Facilitate development of a differentiated, value-based offer How we do it Ultimately it is a combination of expert coaching and facilitating the team For example, we serve as a challenger to the team, challenging their assumptions and actions. Commitment by every team member Competitive differentiation in all key aspects
- Let’s start by the fundamental element the team ABB won a major infrastructure project (check Charlie’s case study) ST Microelectronics increased its share of business with Schneider Electric by 80% using a Capture Team process (check article) 1:08 Shaping specifications and designing a winning solution Ensuring a long lasting relationship at all levels in both organizations after the win Winning at a good price Position our value over and beyond competition Enabling a long term contract covering multiple products over many years Defining roles and managing expectations for building a large base of users and consumers over time Structuring a win – win major provider role and increasing customer loyalty Ensuring you are the first to be called when a need emerges
- Paul In this webinar you will learn how to: What are Capture Teams. Give definition and a brief history of Capture teams, linking back to Aerospace and infrastructure businesses. When to use them. To win a big opportunity, when the opportunity is a big ‘winner take all’; when the opportunity requires coordination across geographies and disciplines; when the supplier has to leverage all of its resources; when the supplier is the incumbent or breaking in Organizing the team. This is an often overlooked yet critical element of capture planning. Companies usually assume that the current account manager and team should become the capture team., but this is sometimes not the right choice. What are the characteristics of a good team leader and team members? The key role of the ‘Spoiler’, the devils advocate who questions everything about the capture plan. The role of the capture team executive sponsor. The Capture Plan. This is not a list of customer meetings. The plan is a combination Risk Mitigation and Action Plan. And it is very dynamic, requiring updating at least weekly Executing the Capture Plan. Can use case studies for critical steps Critical Success factors. 2 CSFs, 1) continuously challenging assumptions, your actions, customers actions and competitors actions; 2) discipline of executing the plan. The combination of doing both increases probability of success. Not following 1 or both almost certainly leads to failure
- PAUL 2 major reasons When winning a Major Opportunity will require an organization-wide effort and significant resources Winning the deal is imperative for our future Our company must cooperate and focus on key opportunities and markets We have to engage competition in the most advantageous manner possible When we believe we are not getting the share in the account that we deserve. We can create unique value for the customer, but it is not being adequately promoted. We are outside looking in
- paul In this webinar you will learn how to: What are Capture Teams. Give definition and a brief history of Capture teams, linking back to Aerospace and infrastructure businesses. When to use them. To win a big opportunity, when the opportunity is a big ‘winner take all’; when the opportunity requires coordination across geographies and disciplines; when the supplier has to leverage all of its resources; when the supplier is the incumbent or breaking in Organizing the team. This is an often overlooked yet critical element of capture planning. Companies usually assume that the current account manager and team should become the capture team., but this is sometimes not the right choice. What are the characteristics of a good team leader and team members? The key role of the ‘Spoiler’, the devils advocate who questions everything about the capture plan. The role of the capture team executive sponsor. The Capture Plan. This is not a list of customer meetings. The plan is a combination Risk Mitigation and Action Plan. And it is very dynamic, requiring updating at least weekly Executing the Capture Plan. Can use case studies for critical steps Critical Success factors. 2 CSFs, 1) continuously challenging assumptions, your actions, customers actions and competitors actions; 2) discipline of executing the plan. The combination of doing both increases probability of success. Not following 1 or both almost certainly leads to failure
- Paul Describe each key role Sponsor must be executive level to cut through inertia and politics and get the resources. Sponsor also may do the peer to peer meetings with the customer, but not meet below that level Focus on the role of the team Devils advocate. This person needs to have sufficient credibility and knowledge to constantly challenge the team Core members need several capabilities; 1. strong networks inside the supplier and the customer organization and 2. good knowledge of differentiated offers that can beat the competition.
- PAUL This from the Holden or Steve Martin book. Clean up the matrix It is an initial assessment done by the team to determine how difficult it will be to win and whether we should bid at all. Basically says we need to look at 2 things; How much information we have about the deal and what is the current state f the relationships within the account. If we score very low in both dimensions we are, in effect Blind and seriously consider not pursuing the opportunity. If we have either hi relationships or high deal or account knowledge we can be competitive. If we have high degrees of both, we are most likely the incumbent supplier and can collaborate and drive the deal with the customer. The assessment is done initially by the core team using as much data as possible and critiqued and challenged by the devils advocate. Once done, it can be circulated for further input. Which is more important, high relationships or high deal knowledge? Probably high relationships as this can help us to gain more deal knowledge. On the other hand if a competitor has a unique knowledge, i.e. the customer does not have the resources it needs to complete a project and the supplier does have those resources, this can provide a significant competitive advantage The assessment is used to create a first level gap analysis by asking; what relationships do we need to develop and what knowledge do we need to get
- FAB In this webinar you will learn how to: What are Capture Teams. Give definition and a brief history of Capture teams, linking back to Aerospace and infrastructure businesses. When to use them. To win a big opportunity, when the opportunity is a big ‘winner take all’; when the opportunity requires coordination across geographies and disciplines; when the supplier has to leverage all of its resources; when the supplier is the incumbent or breaking in Organizing the team. This is an often overlooked yet critical element of capture planning. Companies usually assume that the current account manager and team should become the capture team., but this is sometimes not the right choice. What are the characteristics of a good team leader and team members? The key role of the ‘Spoiler’, the devils advocate who questions everything about the capture plan. The role of the capture team executive sponsor. The Capture Plan. This is not a list of customer meetings. The plan is a combination Risk Mitigation and Action Plan. And it is very dynamic, requiring updating at least weekly Executing the Capture Plan. Can use case studies for critical steps Critical Success factors. 2 CSFs, 1) continuously challenging assumptions, your actions, customers actions and competitors actions; 2) discipline of executing the plan. The combination of doing both increases probability of success. Not following 1 or both almost certainly leads to failure
- FAB The assessment is completed for either type of Capture Team. However, the Capture Team Process will differ depending on whether it is a Single Opportunity capture team or an account penetration capture team. Lets look at the process for each
- FAB An Account penetration capture Team process differs in several fundamental ways First, the supplier is proactively identifying multiple opportunities to pursue rather than responding to a single customer-driven opportunity The scope and scale of the capture team is much larger than with a single opportunity, often global and involving everyone who touches the account. The process is much longer, it may take a year or more before the capture team achieves its goals
- FAB An Account penetration capture Team process differs in several fundamental ways First, the supplier is proactively identifying multiple opportunities to pursue rather than responding to a single customer-driven opportunity The scope and scale of the capture team is much larger than with a single opportunity, often global and involving everyone who touches the account. The process is much longer, it may take a year or more before the capture team achieves its goals
- FAB An Account penetration capture Team process differs in several fundamental ways First, the supplier is proactively identifying multiple opportunities to pursue rather than responding to a single customer-driven opportunity The scope and scale of the capture team is much larger than with a single opportunity, often global and involving everyone who touches the account. The process is much longer, it may take a year or more before the capture team achieves its goals
- FAB An Account penetration capture Team process differs in several fundamental ways First, the supplier is proactively identifying multiple opportunities to pursue rather than responding to a single customer-driven opportunity The scope and scale of the capture team is much larger than with a single opportunity, often global and involving everyone who touches the account. The process is much longer, it may take a year or more before the capture team achieves its goals
- PAUL
- FAB/PAUL/CHARLIE In this webinar you will learn how to: What are Capture Teams. Give definition and a brief history of Capture teams, linking back to Aerospace and infrastructure businesses. When to use them. To win a big opportunity, when the opportunity is a big ‘winner take all’; when the opportunity requires coordination across geographies and disciplines; when the supplier has to leverage all of its resources; when the supplier is the incumbent or breaking in Organizing the team. This is an often overlooked yet critical element of capture planning. Companies usually assume that the current account manager and team should become the capture team., but this is sometimes not the right choice. What are the characteristics of a good team leader and team members? The key role of the ‘Spoiler’, the devils advocate who questions everything about the capture plan. The role of the capture team executive sponsor. The Capture Plan. This is not a list of customer meetings. The plan is a combination Risk Mitigation and Action Plan. And it is very dynamic, requiring updating at least weekly Executing the Capture Plan. Can use case studies for critical steps Critical Success factors. 2 CSFs, 1) continuously challenging assumptions, your actions, customers actions and competitors actions; 2) discipline of executing the plan. The combination of doing both increases probability of success. Not following 1 or both almost certainly leads to failure
- PAUL Describe what was interesting and unique about each case and reference back to earlier topic(s) in the presentation. Here is the key learning from the execution of each of these strategies Major infrastructure project in the Philippines Rapidly growing account share in a technology business Capturing long term service contracts in a major hospital system
- Charlie
- Fab Critical success factors for this program Coordinate all functions that have an influence on the value created for the customer Connecting the plan to the customer executives Leadership for a diverse and dispersed team
- Paul
- In this webinar you will learn how to: What are Capture Teams. Give definition and a brief history of Capture teams, linking back to Aerospace and infrastructure businesses. When to use them. To win a big opportunity, when the opportunity is a big ‘winner take all’; when the opportunity requires coordination across geographies and disciplines; when the supplier has to leverage all of its resources; when the supplier is the incumbent or breaking in Organizing the team. This is an often overlooked yet critical element of capture planning. Companies usually assume that the current account manager and team should become the capture team., but this is sometimes not the right choice. What are the characteristics of a good team leader and team members? The key role of the ‘Spoiler’, the devils advocate who questions everything about the capture plan. The role of the capture team executive sponsor. The Capture Plan. This is not a list of customer meetings. The plan is a combination Risk Mitigation and Action Plan. And it is very dynamic, requiring updating at least weekly Executing the Capture Plan. Can use case studies for critical steps Critical Success factors. 2 CSFs, 1) continuously challenging assumptions, your actions, customers actions and competitors actions; 2) discipline of executing the plan. The combination of doing both increases probability of success. Not following 1 or both almost certainly leads to failure
- Cooperation in all customer relations Commitment by every team member Competitive differentiation in all key aspects