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Success Story: How AIR Conducts Competitive Analysis with ... · Federal Spending Analytics The...
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GWIQ-08:Success Story: How AIR Conducts Competitive Analysis with GovWin IQ
Greg Wilska, American Institutes for Research (AIR)
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Introduction
Discussion of how AIR uses GovWin IQ to analyze our market and
competitors
Modules inside GovWin IQ that are essential for understanding how our
competitors are positioned and how we should be
Other resources and approaches industry players can and should use
Summary and wrap-up
Agenda
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This is an interactive session – please raise questions or comments any time.
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Greg Wilska, Manager, Market & Competitive Intelligence; AIR
A professional services firm supporting social science and education
Introduction
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Background:
• Career BD strategist and manager of growth
functions
• Power user, internal trainer, company liaison
for 20+ years
• Long-term client; former FSI employee
• Past Insight and Deltek event speaker
Market and Competitive Intelligence:
• Part of the Strategy Office, reporting to the COO
• Headquarters function; 2,000-employee company
• Supports Public Sector BD: new client, re-compete,
expansion, add-on, partnerships…
• Strategic sales and account planning, capture
• Internal BD consulting; Industry engagement
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• Focus on long-term capture, teaming, and positioning.
• Tracking contracts and tasks pre-expiration to look for avenues to unseat incumbents.
• Development of annual business plans.
• Continuously receive and extract market intelligence and analysis.
• Experts and automation enable time savings and ease of extraction.
• Industry outreach and engagement.
• Executive-ready insights to support strategic direction-setting.
• Reliable analysis from an established provider.
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Why AIR depends on GovWin IQ for Market and Competitive Intelligence (M&CI)
Why GovWin IQ is one of our primary CI tools: Multiple data sources under one umbrella, integrated to make extraction
and analysis easier.
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GovWin IQ Modules for Analyzing the Competition
• Company Profiles and Labor Rates
• Contracts and Task Order Databases
• Federal Spending Analytics
• Labor Pricing Database
• Market Analysis and pushed reports
• Opportunity Search
• State and Federal agency Profiles
• Contracts Library and FOIA
• Tools to optimize results and bring it into the corporate
workflow
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Company ProfilesThe Value
• Centralized, multi-sourced
insights on the competitor
with direct access to more
• Access to FPDS spend data
saves time and work
• Multiple tabs of data drill
down on Federal and S&L
• At-a-glance summaries
• Offerings; Schedules/IDIQs
• Partnership and teaming
intelligence
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Federal Agency ProfilesThe Value
• Excellent single-source view of key
intelligence
• View contract and contractor activity
• Spending and Contractor tabs provide
key CI insights
• Summary metrics and graphics – easy
export for training and call prep
• Trend analysis – very important
• Launch agency profiles and Account
Planners….highly recommended
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Contracts Database
The Value
• Understanding buying habits,
competitor footprint
• Depth of detail and ability to
download, sort, customize
• A core resource for longer-
term planning and growth at
an agency
• Planning capture to unseat
incumbents or partner
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Task Order Database
The Value
• Going deeper into who’s buying
and who’s selling
• Details are thinner than in
Tracked Opportunities – but they
are linked
• The breadth of data is more
valuable than the depth in most
cases
• Specific data on agency buying,
competitor selling
• Strategic planning
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Federal Spending Analytics
The Value
• Quickly understand a
competitor's footprint
at a client or prospect
agency
• Very simple to use –
select the agency;
recent FYs pre-selected
• Results are infographics
with details shown by
hovering
• Key metrics to
understand competition
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Labor Rates Database
The Value
• Summary and
comparative views
• State-by-state analysis
• Regional analysis and
comparisons
• Broad vertical views for
budgets
• Links to state-specific
profiles with more detail
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Market Analysis
The Value
• Loaded with details on a
specific agency or segment
• Details of key vendors and
spending values
• Easy-to-read, executive-ready
• Wide range of topics – many
annual with full updates
• Everything is connected to
GovWin databases to enable
drill-down
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State ProfilesThe Value
• See who’s working in
your target states
• Contractor footprints
and growth patterns
• Purchasing tab
provides insights
down to PO level
• Trends in spending,
budgets, and funding
of specific programs
• How-to guides for BD
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Opportunity Search
The Value
• Who has the work for
the current contract
• Essential for unseating
incumbents
• Links to details on
TO/contract spending
• SOW, summaries, full
RFPs in most cases
• Trends, mods, de-
obligations, etc.
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Search Inside Documents
The Value
• Identification of specifics of the
requirement, context, and nuances
• Better understanding of what the
current work is – key for re-competes
and program continuations
• Determine the extent to which a
term is used – often assisting with
quantifying scope
• Helps understand why contractors
and specific teammates are doing
that work
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Contracts Library and FOIAThe Value
• An ever-growing library of intel,
available on-demand
• Full contracts and orders in most cases
• Technical approaches and management
plans – very valuable for CI
• Numerous redactions, but subcontracting
plans are often left untouched
• Mods can show how things are going
• FOIA services enable blind requests
• Raw data, but it can be very valuable
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Additional GovWin IQ resources used at AIR
• Saved searches and profiles
• Home page alerts and emails
• Marked Opportunities, Contacts
• Downloads and data extraction
• Research support, training, walk-
throughs
• Events, webinars, and
publications
• Custom research and analysis,
resolving conflicts of data
• Org Charts – many improvements
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Additional resources AIR uses for M&CI
• GovWin IQ competitors: each delivers differently; no
resources are as comprehensive as GovWin IQ
• Industry publications: paid access is often needed to get
to the best content - blogs, reports and analyses, etc.
– Best ones are vertical-specific
• Media-organized roundtables: among the best for
specific tech areas
• Analysts and consultants: to support growth and
strategy in specific areas
• Niche providers: focused on specific segments or
content
• Organizations: NGA, NASBO, NACO, PSC, ACT-IAC.
• Networks: Professional networks, partners, teammates,
former employers
• Events and forums: especially in state capitals and DC –
numerous and valuable, especially for newcomers
• Vendor events and facilities: symposia and roundtables,
breakfasts, innovation centers, customer labs, tours
• Government-wide resources: USASpending, FPDS, GAO,
OMB, Thomas (LOC)
• Agency resources: OSDBU, SBA, industry days, client
visits
• Homegrown apps: databases, repositories, and libraries
of quantitative data, past proposals, presentations
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In summary…
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• AIR’s investment in GovWin IQ provides a strong ROI to our market and
competitive intelligence, feeding our strategic planning.
• Most users tap GovWin IQ for opportunity ID, but there’s much more
accessible in support of deeper analysis and longer-term BD.
• Nearly every module in GovWin IQ can be leveraged in support of CI.
• GovWin is used by all levels of staff, up to the C-Suite.
• Don’t forget to tap other resources and activities to complement
GovWin IQ.
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