APMP Capture Strategy and Client Intelligence 1 — Questions and Answers
Question 1: In proposal management, 'capture' refers to which activity?
- Pre-RFP activities to position your company to win a specific opportunity (Correct answer)
- Writing the executive summary after RFP release
- Formatting the final proposal document
- Submitting pricing attachments
Correct answer: Pre-RFP activities to position your company to win a specific opportunity
Capture refers to the strategic pre-RFP activities undertaken to position an organization as the preferred solution before a solicitation is released.
Question 2: A capture plan typically documents which of the following?
- Win themes, competitive analysis, and customer hot buttons (Correct answer)
- Page layout and font specifications
- Printing vendor contacts
- Proposal team org chart only
Correct answer: Win themes, competitive analysis, and customer hot buttons
A capture plan documents strategic elements such as win themes, competitive intelligence, and key customer priorities (hot buttons).
Question 3: What is the primary purpose of a customer 'hot button' in proposal strategy?
- It identifies the customer's most critical needs and priorities to address in the proposal (Correct answer)
- It is a formatting element used to highlight key sections
- It refers to the mandatory compliance checklist
- It describes the customer's preferred font and layout
Correct answer: It identifies the customer's most critical needs and priorities to address in the proposal
A hot button identifies the customer's most critical needs so the proposal can directly address those priorities to score higher.
Question 4: Win themes should be developed based on which primary input?
- Customer needs, competitive differentiators, and your organization's strengths (Correct answer)
- The RFP's font and page requirements
- The number of pages allocated per section
- Historical pricing from prior contracts
Correct answer: Customer needs, competitive differentiators, and your organization's strengths
Win themes are developed by combining deep knowledge of customer needs with your organization's unique differentiators versus competitors.
Question 5: A Black Hat review in proposal management is best described as what?
- A competitive analysis exercise where the team role-plays as a competitor (Correct answer)
- A final proofreading session before submission
- A government compliance audit of the proposal
- A review of the proposal's color scheme and graphics
Correct answer: A competitive analysis exercise where the team role-plays as a competitor
A Black Hat review is an exercise where team members role-play as competitors to identify how rivals will likely respond to the opportunity.
Question 6: Which term describes the ratio of bids submitted to contracts won?
- Win rate
- Pwin (Correct answer)
- Bid-to-win ratio
- Capture rate
Correct answer: Pwin
Pwin (probability of win) is the estimated likelihood of winning a specific opportunity, while win rate measures historical wins over submissions.
APMP Capture Strategy and Client Intelligence 1
In proposal management, 'capture' refers to which activity?