Proposal Team Roles and Responsibilities
The role of a proposal team is to align the firm's capabilities with client needs and develop compelling, competitive proposals. In a smaller organization, you could lead the pursuit with support from the organization's owner(s) or technical leadership. In medium to large firms with ample resources, it is crucial, from the start, to establish clear leadership roles for different segments of the proposal response. Proposals often necessitate contributions from various individuals with diverse areas of expertise. Each team member contributes their distinct skills and knowledge to ensure comprehensive coverage of all aspects of the proposal.
Depending on the size and complexity of the proposal, a proposal team may consist of any of the following:
Proposal or Marketing Coordinator: Responsible for proposal production, message content within the technical and approach write-up, and interview preparation.
Graphic Manager: Responsible for interpreting themes and presenting key issues and message quality.
Proposal Manager (typically a marketing manager): Particularly focused on delivering the message quality, including the strategic approach, differentiators, and expertise in the final proposal.
Capture Manager: Tasked with directing initiatives to secure projects from specific clients. The primary goal is to guarantee that the strategy for winning, along with the quality of messaging and communications content, remains up-to-date and effective. (Typically in large firms).
Technical Lead: Responsible for technical ideas and approaches.
Pricing Lead: Responsible for pricing (typically a technical or office director).
Proposal Review Team: Responsible for message quality and determining what needs to be done to win. (In smaller organizations, the marketing coordinator typically takes on the responsibility of reviewing the proposal and collaborating with input from the leadership team to develop a strategy.)
Pricing
Pricing is one of the most critical components of the proposal process. While technical proficiency, quality, and value-added services matter, the price proposal can often decide whether a proposal is accepted or rejected. A dedicated pricing team tasked with developing effective pricing strategies is pivotal. Depending on the complexity and revenue potential of a project, the proposed price and strategy may be subjected to rigorous review by multiple stakeholders, including:
Capture Manager
Market Leader (if applicable)
Regional Leader (if applicable)
CFO
CEO
In smaller organizations, the fee is typically determined by the owner(s) or technical leadership.
