1. 11.21.14 Above and Beyond... The Essential Role of Capture Managers in The New Normal Environment 2014 Mid-Atlantic Conference & Expo Sheraton Premiere Tysons Corner Nancy Kessler VP, Consulting Operations Shipley Associates

2. Agenda  Introduction and Disclaimer  Climate Change is Real and the Sea Level is Rising  What Shipley Sees Our Clients Doing About It  Capture Managers Building Arks  The Value of Doing the Right Thing For The Right Reason  What Your Company Can Do  Wrap-Up and Questions 11.21.142014 Mid-Atlantic Conference & Expo2

3. Introduction and Disclaimer – Nancy Kessler  APMP Fellow  APMP Professional  Capture and Proposal Professional for more than 20 years  Industry and Consulting Experience  Personal Win Rate in excess of 90%  NO CREDENTIALS WHATSOEVER TO DISCUSS GLOBAL WARMING  And, keeping my opinion to myself 11.21.142014 Mid-Atlantic Conference & Expo3

4. Climate Change is Real and the Sea Level is Rising SS hrinking budgets II ncreased competition TT he LPTA tsunami 11.21.142014 Mid-Atlantic Conference & Expo4

5. Recent Observations  GAO-14-584: Published: Jul 30, 2014 –The Department of Defense (DOD) used two best value processes—tradeoff and lowest price technically acceptable (LPTA)—for approximately 93 percent of the 2,851 new, competitively awarded contracts awarded in fiscal year 2013 with obligations greater than $1 million. –Estimated Source Selection Processes Used in Fiscal Years 2009 and 2013 for New, Competitively Awarded Contracts with Obligations of $25 million or More 11.21.142014 Mid-Atlantic Conference & Expo5

6. More from the Washington Technology Breakfast 8/19/14 “LPTA is here to stay. You’re going to have to learn how to play if you’re going to stay in it.” –Len Vincent, RADM, USN Ret., Defense Acquisition University “Proving that you are competitive and superior has to happen in the sales cycle.” –Steve Charles, Executive Vice President, immixGroup 11.21.142014 Mid-Atlantic Conference & Expo6

7. What Shipley Sees Our Customers Doing About It 7 11.21.142014 Mid-Atlantic Conference & Expo All things that must be done BEFORE you receive a solicitation if you want to keep afloat

8. Capture Manager’s Role 82014 Mid-Atlantic Conference & Expo11.21.14

9. Capture Managers Building Arks Capture Managers keep you ahead of the game and prepared for the contingencies of competition 9 11.21.142014 Mid-Atlantic Conference & Expo

10. The Value of Doing the Right Thing For The Right Reason 10 11.21.142014 Mid-Atlantic Conference & Expo And sometimes, capture managers just keep you focused on your customer’s needs whether in your comfort zone or not

11. What Your Company Can Do 11.21.142014 Mid-Atlantic Conference & Expo11

12. 12 BD estimates based on typical opportunity Leaders Estimate Up To 65% of Funding Spent Before Final RFP 0% 20% 40% 60% 80% 100% Estimated % of Total Expenditure Pursuit Decision Initial Bid Decision Bid Decision Submit Decision Program Start-Up DoD Study Indicated that Successful Bidders Typically Invest 57% Before Release of Final RFP 100% 0% Lead Identification Pursuit Decision Initial Bid Decision BidFinal Mgmt Review Opportunities Pursued 25% 50% 25% Opportunity Assessment Capture Strategy Development Pre- Proposal Preparation Proposal Development Invest Capture Resources Early

13. Address the Challenge with a Unified Repeatable Capture Process 132014 Mid-Atlantic Conference & Expo13

14. Significance of a Unified Capture Process  Activities, guidance and tools integrated across the entire organization – no translation required  Transferable skills – the right resources at the right time, drawn from multiple business units/organizations as needed –New hires contribute sooner –Training based on common baseline  Management connected to business development activity and outcomes –Resource allocation and opportunity value determined through defined decision activities –More effective use of sales dollars –Mission impact optimization 2014 Mid-Atlantic Conference & Expo11.21.1414

15. Establish Clear Roles and Areas of Accountability 1511.21.142014 Mid-Atlantic Conference & Expo

16. Understand the Capture Manager’s Role  “Owns” the deal  Dedicated to and responsible for the overall pursuit effort, including... –Capture planning –Pre-proposal and proposal preparation –Closure activities  Works in partnership with the Proposal Manager to develop and implement... –Strategy for winning a specific opportunity –Pre-RFP marketing effort and capture strategy 11.21.142014 Mid-Atlantic Conference & Expo16

17. Balancing Perspectives 11.21.142014 Mid-Atlantic Conference & Expo17 Capture Manager Customer Advocate Capture Manager Customer Advocate Program Manager Company Advocate Program Manager Company Advocate Balancing Perspectives Delivery Proposal Manager Integration Proposal Manager Integration Business Development Business Management  Customer Budget & Capture Strategy  Program Cost & Risk  Best Value & Price To Win  Profit & Sales  Company Risk  Available Resources  Compliance & Responsiveness  Ethics & Integrity  Strategy Implementation

18. Results Speak for Themselves 11.21.142014 Mid-Atlantic Conference & Expo18 Win Rate = #Won / #Bid

19. Wrap Up and Questions  Summary –Companies must rise to the challenge of the New Normal –Capture Management is now essential to remain competitive –Efficiencies are key to meeting financial objectives and stockholder/owner responsibilities –Clear roles and unified capture processes increase efficiencies and competitiveness  Questions? 11.21.142014 Mid-Atlantic Conference & Expo19

20. Thank You Nancy Kessler VP, Consulting Operations Shipley Associates nkessler@shipleywins.com 703.391.5486 (o) 703.862.5486 (c) 11.21.142014 Mid-Atlantic Conference & Expo20