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Session Description

Pricing, Pricing, PRICING!

Presenter Bios


Randy Richter
Richter & Company

Randy Richter is President of Richter & Company, the industry leading competitive intelligence and price to win support firm, and a long time supporter of APMP. His company has helped clients win billions of dollars in new business over the last 10 years by turning open source data into actionable intelligence - news clients can effectively use. (And if you missed his Ignite! Rap in Boston, c'mon in; you might just see an encore!).


Michael O'Guin
Knowledge Link

Michael O'Guin has assisted clients in winning over contracts worth over $364 Billion. Since forming his company, Knowledge Link, in 1993 he has worked on a hundred capture efforts, performing Price-to-Wins, training capture teams and guided their win strategy development. He and his partner Kim Kelly have conducted over 100 price-to-win analyzes including the two largest awards in history—Lockheed Martin’s Joint Strike Fighter pursuit and Northrop Grumman’s KC-135 Tanker Replacement Program. When he was with Price Waterhouse, he led a two year strategic benchmarking study of 24 aerospace & defense companies to identify best industry practices. He authored the books—Winning the Big Ones: How Teams Capture Large Contracts and The Complete Guide to Activity-Based Costing.

Bruce Morton, CF APMP Fellow
2 Oceans Consulting

Bruce Morton is an APMP Fellow & President, 2 Oceans Consulting. Formerly VP Capture, MicroTech; Sr. Capture Manager, Lockheed Martin; Sr. Business Development Manager, Lockheed Martin; & Spacecraft Design Engineer, GE Aerospace. APMP annual Conference presenter each year since 2007, including Art & Science of Proposal Costing & Pricing; Art of A Successful Win Strategy; Pricing to Win; How to Develop Comprehensive & Compelling Win Themes; & World Domination: The Art of Successful Capture Management. He is also shares wisdom as an Adjunct Professor at George Washington University, teaching graduate courses in Cybersecurity.

Heather Teed
President, EOP Consulting

Heather Teed is a cost and pricing expert with more than 25 years of experience in management consulting, cost/price, proposal development, and business analysis/market intelligence. She works closely with her clients to implement solutions that significantly improve the process of bidding on strategic business opportunities and raise their level of industry knowledge. Her insights have helped them win more than $10B in contract awards in commercial, government, and international cost/price proposals over the past 10 years alone.

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