Marketing Boot Camp Session II

So what”?


Nicole Apel, Tom Huff­man, Evan Ross

If your mar­ket­ing pro­pos­al or pre­sen­ta­tion can’t answer that ques­tion for your clients then it’s time to go back to the draw­ing board and do a rewrite! Don’t be vague. Let the clients know exact­ly why your team is unique­ly qual­i­fied for the project at hand,” explained Nicole Apel, Mar­ket­ing Direc­tor at O’Day Con­sul­tants, as she con­duct­ed a course on SOQ/Proposal Devel­op­ment at the SMPS San Diego Mar­ket­ing Boot Camp Ses­sion II last week. Nicole dis­cussed how to devel­op pro­pos­al out­lines, sched­ules, and sto­ry­boards for win­ning pro­pos­als, pro­vid­ing exam­ples of pro­pos­als which are effec­tive as well as some which could have been bet­ter.

Lead­ing off the half-day Boot Camp was Tom Huff­man, Biol­o­gy Ser­vices Divi­sion Man­ag­er at Helix Envi­ron­men­tal Plan­ning. Although he is a bio­log­i­cal and envi­ron­men­tal con­sul­tant, Tom found him­self learn­ing the ropes of the pro­fes­sion­al ser­vices busi­ness devel­op­ment world a few years ago as a way to help his com­pa­ny sur­vive the effects of the reces­sion. Tom shared with us the busi­ness devel­op­ment pro­gram he devel­oped which helped his com­pa­ny not only sur­vive, but to thrive in today’s econ­o­my. The two pri­ma­ry keys to suc­cess for his and any busi­ness devel­op­ment pro­gram, he said, are to engage every­one in the com­pa­ny to mar­ket and to fol­low through on all your ini­tia­tives.


Evan Ross teach­ing fun­da­men­tals of client rela­tions.

Know­ing which ini­tia­tives are the ones your com­pa­ny should pur­sue was the focus of a dis­cus­sion on pur­suit strat­e­gy and man­age­ment giv­en by Evan Ross, Mar­ket­ing Man­ag­er of WSP/Parsons Brinck­er­hoff and Past-Pres­i­dent of SMPS San Diego. The key to any pur­suit is to engage the client ear­ly so you know what an upcom­ing project is about before it reach­es the pro­pos­al phase, he said. Also crit­i­cal to a company’s pur­suit suc­cess is select­ing the right Pur­suit Man­ag­er to lead the pro­pos­al effort. You want some­one who inspires a win­ning atti­tude, Evan said. You want a “Tig­ger” not an “Eey­ore!”

Karen San­toro engaged dur­ing a dis­cus­sion.

The Mar­ket­ing Boot Camp is part of a series of edu­ca­tion­al pro­grams devel­oped by the Edu­ca­tion Com­mit­tee of the San Diego Chap­ter of SMPS to help mem­bers focus on best prac­tices to improve their mar­ket­ing and busi­ness devel­op­ment skills. Last week’s Boot Camp was held at the office of Fer­gu­son Pape Bald­win Archi­tects.



Writ­ten by Beth Bate­man, Edu­ca­tion Co-Chair
Click here for Pho­tos by Mike Tor­rey Pho­tog­ra­phy

One comment on “Marketing Boot Camp Session II
  1. Thank you Beth and Kristie for putting on such an insight­ful pro­gram. I always learn some­thing new from these work­shops!

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