How to Develop Marketing Project-Pursuit & Capture Plans

Instructor: Kyle Aken

Kyle is a journalist and marketer that has taught writing to a number of different children and adults after graduating from college with a degree in Journalism. He has a passion for not just the written word, but for finding the universal truths of the world.

Project-Pursuit and Capture Planning are useful tools that can help an organization take advantage of different opportunities. Capture planning works great within the existing business development and planning process, allowing a business to capture effectiveness and efficiency from projects or clients.

When it comes to the business world, taking advantage of different opportunities can be a challenge. However, project-pursuit and capture plans can help your organization or firm take a prefer positioned, to make your proposal stand out among competitors.

What is Project-Pursuit?

Project-Pursuit is when a firm explores what it takes to execute a marketing plan, including expenses, data, materials, relationship building, prospect identification, and so on. It is important to track pursuit costs and time spent developing schedules, different approaches, or any other client-specific information that measures the firm's investment in the marketing plan. In fact, there are four main areas that you should track both expenses and effort for every single client or project you pursue:

1. Negotiation Processes

2. Presentation - both the preparation and actual performance

3. Final Proposal

4. Any client contact and strategy/positioning activities

By tracking these processes, everyone will become more familiar with the overall process and develop reports that allow manager to see how it meets the budget and plans.

What is Capture Planning?

Capture Planning is the process of proactively finding or creating project and client opportunities, assessing the business environment, and implementing strategies to capture business opportunities. The idea is that capture planning is leading the way to success, no matter how big or small the business is. One of the goals of capture planning is to do things more efficiently, from communicating with the client to implementing different action plans, to winning opportunities. Firms can use capture planning to increase their win rate and advance their status to being a clients preferred and trusted go-to solution for formal or informal procurement.

Capture planning is often used to pursue large, complex opportunities that have the following characteristics:

1. Buying committee

2. High value

3. Long sales cycle

In fact, a good capture plan will be specific and realistic, detailing everything from the objective to the actions, even who is responsible for what. Organizations and marketers use project-pursuit and capture planning for many different reasons, from improving bid decisions to saving both time and money.

Developing Project-Pursuit and Capture Plans

Development of project-pursuit and capture plans can be done in many ways, including:

1. Encouraging constant communication with clients

2. Promoting problem-solving during the entire process

3. Working as a team to accomplish firm goals

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