# Win Theme Alignment Checklist

## Purpose

This checklist ensures that win themes are strategically developed, properly aligned with evaluation criteria, and consistently integrated throughout the proposal. It helps capture teams create compelling, customer-focused themes that differentiate the proposal from competitors.

## Instructions

1. Complete this checklist during win theme development and before content generation
2. Mark each item as either:
   - ✅ Aligned (fully meets criteria)
   - ❌ Misaligned (fails to meet criteria)
   - ⚠️ Partially Aligned (needs refinement)
3. For any misaligned or partially aligned items, note specific improvements needed
4. Review and refine win themes before finalizing proposal strategy

## Win Theme Structure

| #   | Item                                         | Status | Notes |
| --- | -------------------------------------------- | ------ | ----- |
| 1.1 | Each theme includes clear claim statement    |        |       |
| 1.2 | Each theme includes specific proof points    |        |       |
| 1.3 | Each theme articulates customer benefit      |        |       |
| 1.4 | Each theme addresses risk reduction          |        |       |
| 1.5 | Themes are concise and memorable             |        |       |
| 1.6 | Themes use active, positive language         |        |       |
| 1.7 | Themes avoid generic, unsubstantiated claims |        |       |

## Customer Alignment

| #   | Item                                               | Status | Notes |
| --- | -------------------------------------------------- | ------ | ----- |
| 2.1 | Themes address specific customer priorities        |        |       |
| 2.2 | Themes focus on mission outcomes, not features     |        |       |
| 2.3 | Themes address known customer pain points          |        |       |
| 2.4 | Benefits are framed from customer perspective      |        |       |
| 2.5 | Themes demonstrate understanding of agency culture |        |       |
| 2.6 | Themes acknowledge customer constraints            |        |       |
| 2.7 | Language resonates with target agency              |        |       |

## Evaluation Criteria Alignment

| #   | Item                                                | Status | Notes |
| --- | --------------------------------------------------- | ------ | ----- |
| 3.1 | Each evaluation factor has supporting theme(s)      |        |       |
| 3.2 | Themes weighted according to evaluation importance  |        |       |
| 3.3 | Theme language mirrors evaluation criteria language |        |       |
| 3.4 | Themes highlight strengths relevant to scoring      |        |       |
| 3.5 | Themes address potential evaluation concerns        |        |       |
| 3.6 | Themes facilitate easy evaluator scoring            |        |       |
| 3.7 | Themes support compliance requirements              |        |       |

## Competitive Differentiation

| #   | Item                                                     | Status | Notes |
| --- | -------------------------------------------------------- | ------ | ----- |
| 4.1 | Themes highlight unique strengths vs. competitors        |        |       |
| 4.2 | Themes address incumbent vulnerabilities (if applicable) |        |       |
| 4.3 | Differentiators are meaningful and relevant              |        |       |
| 4.4 | Claims are defensible and provable                       |        |       |
| 4.5 | Themes avoid easily replicated claims                    |        |       |
| 4.6 | Themes leverage company's unique capabilities            |        |       |
| 4.7 | Competitive intelligence informs positioning             |        |       |

## Evidence Quality

| #   | Item                                           | Status | Notes |
| --- | ---------------------------------------------- | ------ | ----- |
| 5.1 | Proof points are specific and quantifiable     |        |       |
| 5.2 | Evidence is recent and relevant                |        |       |
| 5.3 | Past performance examples support claims       |        |       |
| 5.4 | Metrics and results are included               |        |       |
| 5.5 | Third-party validation included where possible |        |       |
| 5.6 | Evidence directly connects to claims           |        |       |
| 5.7 | Evidence is properly sourced and verifiable    |        |       |

## Integration Strategy

| #   | Item                                            | Status | Notes |
| --- | ----------------------------------------------- | ------ | ----- |
| 6.1 | Theme placement mapped across proposal sections |        |       |
| 6.2 | Primary and secondary placements identified     |        |       |
| 6.3 | Visual reinforcement strategy developed         |        |       |
| 6.4 | Consistent language guidelines established      |        |       |
| 6.5 | Theme integration guidance provided to authors  |        |       |
| 6.6 | Executive summary highlights key themes         |        |       |
| 6.7 | Theme reinforcement plan across volumes         |        |       |

## Alignment Summary

**Theme Effectiveness:** [Strong / Moderate / Needs Improvement]

**Key Strengths:**
[List strongest aspects of win theme strategy]

**Improvement Areas:**
[List specific areas where themes need refinement]

## Approval

| Role              | Name | Approval | Date |
| ----------------- | ---- | -------- | ---- |
| Capture Manager   |      |          |      |
| Proposal Manager  |      |          |      |
| Technical Lead    |      |          |      |
| Executive Sponsor |      |          |      |