We are all looking for ways to get ahead of the RFP and not be reactive to bids and opportunity databases can help us know what contracts are expiring and give us enough time to get in front of the key decision makers often a year or two in advance of the recompete. Recently I have been having a lot of discussions with folks who are looking into the opportunity databases like Deltek (now GovWin), Centurion and Bloomberg.
This is important because without some pre-proposal insight, it is often too late to have any influence or really understand the requirement fully once the opportunity hits the street. We have a rule around here, if we didn’t influence the scope, somebody else did. Sometimes that is the incumbent, sometimes it is a new player and if you have some connectivity beforehand, you can be that new player. The key is to focus on the people with decision making authority and influence.
Several of our clients have databases and monitor for opportunities. Here is the main issue they find… all of the databases concentrate on opportunities that are $500k and above AND once it hits the database radar, they let everyone know and because of the threshold. Now the big boys are paying attention and those big boys are well entrenched and have a lot more resources than most of my clients. This does not excite me.
Whenever I use any kind of analysis tool I like to look at what I call “feeders”. Using construction as an example, look at the food chain of a construction project. It starts with planning, surveying and permitting – then architects and environmental engineers – then GC’s and specialty trades – then maintenance and grounds keeping. The person responsible for the build is often the same person who starts the planning and permitting. Get to them and you not only know of an opportunity way before everyone else, you can often influence the next phase of the process.
This works in almost all industries. A few years ago we began doing market research for clients to find the “under the radar” contracts and contacts associated with those contracts. It was a pretty cool expedition and we learned a whole lot in the process. We did research for industrial battery company and used pallets as a feeder because if a customer has pallets, they need a fork lift and half of the forklifts use batteries. This gave us hundreds of buyers that would never show up on FBO or even the individual agency monitoring sites.
If you want to see how it works, you can find samples here:
Market Essentials Overview Video
STEALTH Tactical Intelligence – SAMPLE EXCEL.xlsx
STEALTH Tactical Intelligence – SAMPLE.pdf
Now, this is a different approach than a bid database because it revolves around people instead of opportunities. If you know who the people are, then you proactively go after those buyers and PMs as you would any strategic account. A byproduct of this approach is identifying the firms/primes that are winning. Who could possibly be a better referral source than the federal buyer or PM who refers you to the company PM? It is a beautiful thing when you bypass all the vendor databases and get to the PM of the prime for the project. At least you have the chance to be on the short list…
What I like most is identifying the key contacts of the competitors so I can target them directly. Since most of the accounts are at risk at some point, being in front of the right people makes all the difference.