Proposal Strategy

Determining Your Proposal Strategy

Format: Live webinar (on-demand recording available on December 9, 2021)
Date: December 1, 2021
Time: 1:00 pm EDT
Duration: Approx. 90 minutes
Instructor: Carrie Ann Williams, Andana Consulting
Learning Credits: 1.5 CPEs, 0.75 ATCs
APTAC BOK: C.9 Bids and Solicitations

*Your registration includes access to the on-demand recording.

To develop a winning qualifications-based proposal and competitive technical proposal, you need a clear proposal strategy. A leading proposal strategy is developed well before the RFP comes out, during the capture activities, and continues to guide the proposal process until delivery (sometimes even how you deliver the proposal can be strategic!). 

A well-crafted proposal strategy brings the team together and informs content creation, solution development, and overall proposal themes. The strategy involves understanding the client, the end-users, the competition, the strengths of your team, and the value your team is bringing. Your projects, products, and services aren’t one-size-fits-all, and neither are leading proposals. 

You need to go deep into the audience’s needs for your proposals and show them how you — and only you — have the one-of-a-kind combination of experience and expertise. Each proposal is a slightly different response than the last and should focus on the details highlighted by the solicitation. Starting the proposal strategy during capture planning and refining it throughout proposal development will help keep the team focused on creating a compliant, creative, and compelling response.

Target Audience: small business contractors

Meet Your Instructor:

Carrie Ann Williams

CARRIE ANN WILLIAMS, Principal at Andana Consulting

As principal of the award-winning firm, Andana Consulting, Carrie Ann Williams, CPSM works with organizations to guide proposal development and create amazing marketing content. For more than 18 years, she has worked with organizations to track, pursue, position, and propose on local, state, and federal government solicitations – and private organizations too. When not leading proposal strategy, she guides firms to develop their marketing game plan – starting with a strategic workshop, moving through research and analysis, resulting in clear marketing goals and an implementation plan of tactics to reach them.

Carrie Ann is also known for leading interactive, insightful, and actionable training workshops and presentations providing insight into marketing and business development strategies for professional services firms. Her sessions have taken her across the country to train companies and organizations, including local and national events for SAME, SMPS, AIA, and NVSBE.

When not working at Andana, she and her husband are busy at their home – Willow Spring Farm – restoring the pre-civil war log cabin and maintaining the 36-acre farm in Maryland. She is active with the Society of American Military Engineers (SAME), the Society for Marketing Professional Services, the Urban Land Institute, and the American Institute of Architects. Recognitions include the Young Member Award from SAME Baltimore and the SAME Regional Vice President’s Medal. A Certified Professional Services Marketer, Carrie Ann has an undergraduate degree in English Literature and a Master of Business Administration degree. Carrie Ann is also “Inbound Certified” and “Content Marketing Certified” from HubSpot.


Dec 01 2021


1:00 pm - 2:30 pm

Local Time

  • Timezone: America/New_York
  • Date: Dec 01 2021
  • Time: 1:00 pm - 2:30 pm