Knowledge Management Techniques: Utilizing Market Intelligence

Report
Presentation for the National 8(a) Association
INTEGRATING MARKET INTELLIGENCE WITH
BUSINESS DEVELOPMENT METHODOLOGIES
Jamie Bratten, President and CEO, EZGovOpps
APPLYING KNOWEDGE MANAGEMENT
TECHNIQUES & RESOURCES TO BUSINESS
DEVELOPMENT
Paul Johnson, President/CEO Highliner Consulting Group
BUSINESS DEVELOPMENT KNOWLEDGE MANAGEMENT
Networking, Lead Generation, & Opportunity Identification
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Networking, Lead Generation & Opportunity Identification
Marketing & Advertising Strategy Development & Implementation
Coordinating and Formalizing Business Intelligence
Proposal Development
Meeting Facilitations
NETWORKING IS KEY FOR ALL BUSINESS DEVELOPMENT ACTIVITIES AND
“PERSON-TO-PERSON” INTERACTION IS THE MOST COST EFFECTIVE APPROACH.
GOVERNMENT CONTRACTING COMPANIES NEED TO HAVE CONNECTIONS &
PRESENCE TO THE FOLLOWING:
• Federal, Tribal, State & Municipal contracting & procurement officials
• Key Business-To-Business events, trade shows, conferences, & events
• Membership to key organizations which promote & facilitate business with 8(a),
HUBZone and DBE companies
• Key subcontractors, vendors, project owners and industry participants
• Key political, economic and business leaders.
• Local presence where Federal contract dollars are spent.
NETWORKING, LEAD GENERATION & OPPORTUNITY IDENTIFICATION
LEAD GENERATION & OPPORTUNITY IDENTIFICATION IS IMPORTANT TO TAKE
IT FROM THE “MEET & GREET” TO ACTUAL TANGIBLE OPPORTUNITIES AND
ULTIMATELY A CONTRACT:
How it is currently done:
• Searches are performed on project boards (business intelligence
websites) to scan for work utilizing NAICS codes.
• Identification of key organizations and events which should be met or
attended.
• Face-to-Face discussions, follow-ups and maintaining contacts to track
opportunities.
• Scope is limited to limitation of personnel and focus of current
companies represented
• Only attending one event at a time – can be “hit or miss”.
Key Knowledge Management Components for Business Development
Contact Management:
• Customer Resource Management (CRM)
• Contact Capture (Card Scanning)
Business Intelligence:
• Dynamic Search Engines – subscription services
• B2G/B2B Conferences & Networking
Capture Management
• Pipeline Management
• Collaborative Workspaces
Collateral Management Systems
• Statement of Qualifications (SOQ)/Line cards
• Proposals and previous responses
• Resumes (individual & corporate)
Business Development Knowledge Management Cycle
Contact
Mgmt.
Collateral
Mgmt.
Opportunity
Capture
Mgmt.
Business
Intel
Keys to a Successful Contact Management System (CRM)
Program
CRM
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Is your CRM compatible with your e-mail client?
Do you have a central repository of corporate contacts?
Is there a written policy regarding contact retention?
Pros/Cons of not providing company e-mails/cell phones
Does your IT staff have a clear understanding of your intended use, output
and the basic compatibilities of the program?
Popular Commercial Options
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Salesforce
SugarCRM
Microsoft Dynamics
Insightly
Keys to a Successful Contact Management System (CRM)
Program
Contact Capture
• Is your CRM compatible with your card scanning application?
• Does your card scanning application allow you to make notes?
• Does your card scanning application allow you to connect with your e-mail
client?
• Does your card scanning application allow you to connect social media
applications such as LinkedIn, Facebook and Twitter?
• Does your card scanning application have an “enterprise” offering?
Popular Commercial Options
• CardMunch
• PowerContacts - ScanBizCard
• Neat
Keys to a Successful Business Intelligence (BI) Program
Strategic Capabilities
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Can research buying habits of your or see agency forecasts?
Can you identify the contract vehicles utilized by buyers?
Does it have micro & macro research capabilities?
Does it provide the necessary level of detail to develop an effective pipeline
management program within your organization?
• Does it allow for key contact export and is that format compatible with your CRM?
• Does it allow for dynamic updates to key contacts, opportunity and award statuses?
• Build in a method and approach to tie in B2G/B2B conference & networking contacts.
Popular Commercial Options
• GovWinIQ
• EZGovOpps
• BidSpeed
Keys to a Successful Capture Management Program
• Does your capture management strategy balance risk/reward and reflect your
corporate risk tolerance?
• Have you identified your “Go/No-Go” strategies?
• Are you too reliant upon a single capture management approach or do you blend both
human intelligence with business intelligence from subscriptions services?
• Have you identified a corporate strategy towards balancing your marketing strategies?
• Have you put your organization in the strongest and strategically advantageous
position?
• Do you have a “lessons learned “ methodology and approach for evaluating both wins
and losses?
• Does your system allow for collaborative workspaces in a corporate intranet space?
Popular Commercial Options
• GovWinIQ
• EZGovOpps
• Domo
Keys to a Successful Collateral Management System
Strategic Capabilities
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Is your collateral management system dynamic? Does it allow search ability?
Does your collateral management system have version control?
Does your collateral management system allow for collaboration?
Is your collateral readily available?
Do you have an internal process to create buyer specific collateral?
What do you consider collateral? (SOQs, proposals, resumes, graphics, etc.)
Is your collateral management system compatible with your capture management ,
business intelligence and contact management systems?
Popular Commercial Options (mobile portability)
• Knowledge Tree
• Box
• DropBox
NETWORKING, LEAD GENERATION & OPPORTUNITY IDENTIFICATION
What a Knowledge Management System will do:
• Expand the scope of identifying key organizations and events which should be met or
attended and provide enough man-power to effectively track each event.
• Enhance Face-to-Face discussions by knowing your customer, follow-ups and
maintaining contacts to track opportunities – incorporate current
• Properly record, track and sort “leads vs. opportunities” and build in a effective
“lessons learned” method and approach.
• Broaden the scope for all federal and tribal contracting opportunities and know where
the federal and tribal dollars are being spent.
COORDINATING AND FORMALIZING BUSINESS INTELLIGENCE
Companies typically pay considerable membership fees for business
intelligence tools, but most don’t know how to get the full benefits of the
system. In addition, there are several sources (which are free) which provide
additional information on “What is out there and what is coming up?” but
lack forecasting ability, as well as contact and collateral management
capabilities.
What a Knowledge Management System will do:
• A coordinated effort to effectively track all opportunities and develop
“Opportunity Lists” and hold bi-weekly or monthly Go/No-Go meetings
• Develop a system to effectively document, organize/sort and direct key
contacts, opportunities, and establish effective “follow-up” procedures.
• Develop a running “Key Contact List” of all business contacts/opportunities
for all subsidiaries and not rely to heavily upon “personal relationships” of
individuals.
• Utilize a CRM tool to allow you track ROI and build a contact database.
Sample of Public Solicitations
Available
Sample of Public Data
Another example of Free Public
Data Sources
Another Example of a Free Public
Data Source
Legitimate Market Intelligence Tools possess over 1000
different Sources for Opportunities and Data Intel
A Sampling of Some of the Available Sources Available
FOIA.gov
recovery.gov
dsbs.sba.gov
usaspending.gov
recovery.gov
acquisition.gov
sam.gov
gsa.gov
sba.gov
gsaadvantage.gov
neco.navy.mil
seaport.navy.mil
whitehouse.gov
itdashboard.gov
performance.gov
usa.gov
dibbs.bsm.dla.mil
usagovernmentspending.com
Dashboard Overview of Opptys
Snapshot of File Cabinet/Pipeline Module
Sample of Contracting Specialist Bio
Sample of Company Intel
Example of Targeting Agencies & Analysis
Contracts Forecasting Overview
Manage the Proposal Process
Collaboration Center Shared File View
Thank you for your time.
Both Jamie and Paul will be available during the conference to answer any questions
or provide greater detail of topics discussed within this presentation.

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