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APMP Capture Practitioner-How to Develop Opportunity/Capture Management Strategy

Baskar Sundaram
An opportunity/capture strategy is a plan for achieving a goal. The opportunity/capture strategy is your pre-engagement position. Organizations that are most effective at winning businesses have aligned their strategies and processes throughout, including their approach to business development. Here are some tips for developing Opportunity/Capture Management Strategy:

Analyze your current position

Developing an effective strategy requires you to determine your current position and improving it. Using standard tools and templates to develop your strategy improves the quality of the strategy and implementation and saves time. Integrate the tools used by sales, sales support, management, engineering, and product management. Integrated tools save time by reducing the time spent copying or reinventing information at subsequent process phases. No single tool or suite of tools is ideal. Select tools that are useful and acceptable to most participants. Replacing your current tool suite with a new one invokes resistance because your action suggests that the prior suite was defective and that you’re compelling users to learn an entirely new system. Enhance, amend, and augment your standard toolset whenever possible.

Define and agree to use common terms and definitions.

Effective communication requires common terms and definitions. Three of the most universally used and misunderstood terms relating to strategy are issues, motivators, and hot buttons or hot button issues. Hot buttons are a combination of issues and motivators and reflect the objectives that the customer decision-makers are trying to achieve. Issues are customer concerns and “worry items” that keep them awake at night. Motivators are the objectives that the customer is trying to achieve. Hot buttons are a consolidated set of the highest priority issues and motivators for a specific opportunity. Record hot buttons during opportunity/capture activities using the customer’s exact words. Then align your solution to the customer’s hot buttons.

Identify different buyers and their individual issues.

Economic buyers are the individuals who give final approval to purchase. They sign the check and retain veto power.  Users are the people who judge the potential impact on their job performance. Their personal success is impacted by the sale, so their concerns are often emotional and subjective. Technical buyers are gatekeepers. They can’t give final approval, but they can give a final “no.” After identifying all the different types of buyers, list the issues of each individual buyer. Plot the impact of the issue and the power or influence of the buyer to understand whether the issue should be considered as a hot button or is likely to become a requirement listed in the RFP.

Prepare a Bidder Comparison Matrix (BCM).

The Bidder Comparison Matrix (BCM) or Strengths, Weaknesses, opportunities, and Threats (SWOT) should focus on customer issues, both stated and unstated, and on developing strategies and tactics to improve your competitive position. Using the BCM or SWOT as a consistent approach and tool when developing strategy will considerably enhance understanding within the team and the organization. Use it repeatedly throughout the opportunity/capture process to measure the effectiveness of your positioning actions. In opportunity/capture planning, you plan and take actions to convey information that persuades each customer. Use common tools and integrate specific tools to develop a strategy

The article briefly details key examinable syllabus area from the APMP Practitioner certification.

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