Keys to Winning DoD Proposals

Winning DoD Proposals: The Keys

Jon Myerov, AM.APMP, CIP

Copyright 2014, Jonathan S. Myerov 1

Big Picture: Capture Teamand Proposal Manager

The Capture Team is Luke Skywalker, the hero, getting to the final level of Jedi training. The Proposal Manager –

• Provides expertise andresources to help the Team run a clean processand weather issues thatcrop up

• Steps in as a coach,leader, and contentcontributor, as appropriate


““Manage the process, Manage the process, lead people.”lead people.”

““Manage the process, Manage the process, lead people.”lead people.”

Capture and ProposalProcess, Tabulated

Phase Customer Meetings & Interaction

Capture Planning & Execution

Teaming Develop, Document & Freeze Integrated Baseline

Proposal Preparation and Submittal

PoP Week 1 to 18 Week 1 to 18 Week 1 to 4 Week 4 to 18 Week 17 to 24

Sub-activities

• Prospect Review (1)• Black Hat Team (5)• Bid/No-Bid Review (9)• Competitive Assessment (13)

• Needs and Roles• NDAs and TAs• Resource Plan

• Kickoff Baseline Tasks (5)• Interim Baseline Reviews (8, 12)• Final Baseline Review (16)(Tech, Mgmt, Fin/Con, PastP)

• Storyboard Review (18)• Pink Team Review (20)• Red Team Review (22)• Final Cost reviews (23-4)

Note • Pre-plan to get commitments for people and tasks

• Pre-plan to get commitments for people and tasks


The Key Keys to Winning DoD Proposals (From Principles to Practice)

Active, open, positive environment (Sections on the wall / MBWA / Team photos / Tag-ups / Mini-presos)Win strategy (Technical evaluation / Budget / Price / Competition)Right staffing and resources (Templates / Tools)Management documents (Proposal Management Plan / Tech. and prop. compliance matrices)Relentless reviews (Blue Gold)Learning and improvement (Post-mortems / De-briefs)


““The best leadership … is The best leadership … is borne as a conscientious borne as a conscientious obligation to serve.”obligation to serve.”

Colonel Tom KolditzColonel Tom Kolditz

““The best leadership … is The best leadership … is borne as a conscientious borne as a conscientious obligation to serve.”obligation to serve.”

Colonel Tom KolditzColonel Tom Kolditz

The Key Keys Translated toProposal Product and Production


Active, open, positive environment

Focused, substantive prose; Non-repetitive; Consistency across sections and sub-sections

Win strategy Concise language; high-impact visuals; emphasis on technical and financial discriminators

Right staffing and resources

Well-defined baseline (tech, mgmt, cost); Well-organized effort; Good pacing

Management documents

Solution consistency; Consistent, benefit-focused themes;

Relentless reviews Holistic thinking; Customer fit; Risk reduction

Learning and improvement Urgency; Prioritization

The Francis Scott Key(s)to Winning DoD Proposals

• Francis Scott Key authored the words to the US national anthem after witnessing the British bombardment of Ft. McHenry in 1814.

• Winning proposal keys Internal/foundational:– [Knowledge] Observation/paying attention/listening to the

customer and end-user – applies to technical, financial, and political needs!

– [Reflection] Recording, sharing and learning from what we observe

– [Self-Awareness] Knowing one’s available competitive assets, strengths, resources, and differentiators

– [Will] Thriving in the face of challenges


The Alicia Keysto Winning DoD Proposals

• Alicia Keys is a multi-talented musician, songwriter, and performer who combines diverse musical styles and a soulful delivery.

• Winning proposal keys Innovative/creative:– [Preparedness] Defining a coherent vision and strategy

that can be executed– [Forward looking] Collaborating/establishing an

environment for new thinking– [Attitude] Committing to greatness humbly yet resolutely– [Vision] Seeing the full landscape – technical, financial,

competitive, and political


All Keys Together: Daily Team Questions to Drive Winning


• Are we really beating the competition?

• Is the customer at the center of everything in the proposal?

• Are we proposing the right people in the right jobs?

• Have we actually accounted for proposal/contract execution issues and fixes?

• Have we really communicated accountability?

Plan | Follow a Process | CommunicatePlan | Follow a Process | Communicate

Winning proposals result from behaving like a winner every Winning proposals result from behaving like a winner every day – inside and outside the RFP stage.day – inside and outside the RFP stage.


The Single Most CriticalResource and Key….

• Order from chaos• Structured

relationships and activity

• Planning and execution

• All add up to time, and time improves P-win


The Proposal Development Manager’s Role in Keeping and Using

the Keys• Understands the sales and technical

strategy up-front and communicatesit broadly

• Asks productive questions aboutselling and technical options and alternatives

• Considers the competition’s approach

• Understands the customer’s stated and un-stated needs• Understands risk factors and their technical/financial impact• Takes personal ownership of the proposal• Thinks both inside and outside boxes• Approaches writing and editing with gusto


Source/inspiration: Herther, Campaign to Win: The 13 Commandments (2004), pp. 110-1.

About Me

• Jonathan (Jon) Myerov• Proposal Development Manager, 12+ years

with highly technical proposals and teams up to 50+ members

• 17 years teaching college writing and rhetoric• Other interests: Running, Trees/Gardening,

Jazz CDs, Leadership• People I admire: Bill Belichick, Bill Cosby,

Richard Feynman, James Madison, Golda Meir


“Proposal organizations are companies’internal business consultants.”

• Over the course of any competitive proposal effort, many business realities (as opposed to business assumptions) emerge–in customer relationship, technology, pricing, competition, staffing, commitment, and leadership.

• The conduct and outcome of capture and proposal efforts together indicate the true identity of the business.

• Proposal organizations should monitor and act to help ensure that this identity always corresponds with greatness.


Thank You

Jon Myerovwww.linkedin.com/in/jmyerovtwitter.com/JonMyerov


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Keys to Winning DoD Proposals