How to Land a Whale: Capture Planning A Multi-Million Dollar Pursuit
Posted by Communications on Jan. 15, 2021 / Program Recap / Subscribe 0
What an incredible way to start the new year! The SMPS Research Triangle January program “How to Land a Whale” was certainly educational and informative—providing detailed insight into the understanding and approach to Capture Planning for Multi-Million Dollar Pursuits.
With a personal curiosity and interest in how to better land whales, I prepared myself for the virtual journey with my coffee on the starboard side of my computer, and my notepad to the port side. Our presenter and Captain for the day, Cynthia Brown steered the ship in her crusade to teach more than 40 virtual SMPS attendees how to prepare for landing that elusive whale. Navigating the waters from Vaughn Construction in Houston, Texas, Ms. Brown leaned on her 25 years of marketing, sales, and subject matter expertise to share her direct experience in creating and implementing successful capture plans for mega-million dollar project pursuits.
For more than 60 enlightening minutes, Ms. Brown clearly and confidently narrated through her in-depth presentation filled with charts and graphics, while simultaneously sharing personal and professional experiences related to the subject. She began by highlighting the variances between architecture, engineering, and construction firms, as well as the many types of whales, and the challenges involved. Her knowledge was obvious as she discussed how the industry has changed, why we want to win these large projects, and how to use effective market positioning strategies. With seamless transition, her presentation refocused to the step-by-step process and approach for capture planning. The perfect combination of presentation narration mixed with personal and professional experiences, she described in detail how we can define opportunities, clients, help, and strategies.
As Ms. Brown stated, “A capture plan is a living document that stores important intelligence and serves as a work plan for a client pursuit.” Successful plans may entail multi-year processes, involve large diverse teams, and require substantial manhours. However, the many benefits often include more informed go-no go decisions, enhanced team communication, serve as a memory receptacle for long pursuits, better organized action plans, get a jump start on proposals, and most importantly, improve your chance of winning.
As a seasoned A/E/C marketer myself, who focuses on mega-million dollar design-build projects and has attended countless marketing related seminars, I found Ms. Brown’s presentation extremely educational and informative. As the whaling ship came back into the harbor, all attendees disembarked with several additional tools and tactics to track, catch, and land that elusive whale. Look out Moby Dick, here we come!
Jim Beers, Senior Marketing Manager
RK&K
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