Friday, May 29, 2015 | 9:40 AM - 10:40 AM
Campaigns - Setting the Conditions for Capture Success
Robert W. Johnston
Managing Director, NorthWest Strategic Consulting (NSC), LLC
Capture success is measured by the amount of new business won with customers. Success at discrete, individual capture events does not in itself guarantee that success. A campaign delivers a more systematic, disciplined, and "holistic” approach—linking strategy, tactics, messaging, and proposal activities while simultaneously shaping and positioning the acquisition to increase the probability of win (PWin). This session will discuss the differences and similarities between a Campaign and a Capture and provide examples of how to use a Campaign to support single or multiple captures. We will also discuss how a Campaign fits within the APMP business development life cycle phases described in the APMP Body of Knowledge. Let’s consider looking beyond a normal capture approach focused on discrete actions and events and start thinking in a broader frame of reference for the entire acquisition environment to increase our proposals’ PWin.
Robert W. Johnston is the Managing Director, NorthWest Strategic Consulting (NSC) LLC. Robert leads NSC in the delivery of consulting services, support and training for acquisition strategy, new business campaigns, captures and proposals as well as provides operational, technical and implementation/fielding advice on commercial, military and government technologies. Throughout his career, Robert has held significant positions in the fields of Leadership, Business Development, Program Management, Engineering, and Logistics while employed by Northrop Grumman, Litton and Harris. Robert also served as an Officer in the United States Marine Corps retiring on 1 July 2010 after 41 years of distinguished service.
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