APMP Webinar: How to Create Market and Competitive Analyses that are Greater than the Sum of their Parts
Ginny Carson, CF APMP
Manager, Business Development Resource Center
Life Cycle Engineering
Positioning well for a win requires thorough analyses of markets, customers and competitors. Best practices suggest that companies gather relevant intelligence through research and relationships. The challenge exists in extracting and analyzing both types of data and engaging the capture and proposal teams to review the information in order to agree upon the best proposal themes and win strategies.
Attendees will learn the importance of making a commitment to analyzing market and competitive data in BD activities and strategies to engage colleagues in combining two types of information.
- Techniques for gathering, analyzing and maximizing publicly-available information and word-of-mouth intelligence
- How to differentiate between primary and secondary data
- Which tools can tailor your existing infrastructure
- When to use market analyses, customer profiles, competitor intelligence
- Where to build account planning (early gate reviews; blue team; black hat) into a BD process
This session is designed for capture and BD professionals, as well as anyone involved in any aspect of the proposal development lifestyle.
About the Presenter
Ginny Carson, CF APMP, advocates for increased return on investment (ROI). Her career work in Sales, Marketing and Business Development represents her passion for maximizing effectiveness in business growth activities. Ginny serves as the Manager of the Business Development Resource Center (BDRC) at Life Cycle Engineering. The BDRC functions include BD Process Development and Support, Competitive/Market Intelligence Gathering or Research, Strategic Opportunity Identification and Development, Account Management Support, Opportunity Capture Planning, and Proposal Support. Ginny Carson is a SC native, an avid runner, an occasional triathlete, a dedicated wife, and mother to two children (who challenge her passion for effectiveness and ROI each day).