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CAPTURE & BUSINESS DEVELOPMENT | Intermediate/Advanced

Thursday, May 28, 2015 | 1:00 PM - 2:00 PM
Cirrus

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 both 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. This presentation covers techniques for gathering, analyzing and maximizing publicly available information as well as word of mouth intelligence. Attendees will learn: The difference between primary and secondary data. 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. Benefits for attendees: Make a commitment to analyzing market and competitive data in BD activities. Engage colleagues in combining two types of information. Witness tools that can be tailored to your existing infrastructure.


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).

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Ginny Carson
Ginny Carson


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