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
- Complete this checklist during win theme development and before content generation
- Mark each item as either:
- ✅ Aligned (fully meets criteria)
- ❌ Misaligned (fails to meet criteria)
- ⚠️ Partially Aligned (needs refinement)
- For any misaligned or partially aligned items, note specific improvements needed
- Review and refine win themes before finalizing proposal strategy
Win Theme Structure
| # |
Item |
Status |
Notes |
| 1.1 |
Each theme includes clear claim statement |
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| 1.2 |
Each theme includes specific proof points |
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| 1.3 |
Each theme articulates customer benefit |
|
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| 1.4 |
Each theme addresses risk reduction |
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| 1.5 |
Themes are concise and memorable |
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| 1.6 |
Themes use active, positive language |
|
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| 1.7 |
Themes avoid generic, unsubstantiated claims |
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Customer Alignment
| # |
Item |
Status |
Notes |
| 2.1 |
Themes address specific customer priorities |
|
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| 2.2 |
Themes focus on mission outcomes, not features |
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| 2.3 |
Themes address known customer pain points |
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| 2.4 |
Benefits are framed from customer perspective |
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| 2.5 |
Themes demonstrate understanding of agency culture |
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| 2.6 |
Themes acknowledge customer constraints |
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| 2.7 |
Language resonates with target agency |
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Evaluation Criteria Alignment
| # |
Item |
Status |
Notes |
| 3.1 |
Each evaluation factor has supporting theme(s) |
|
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| 3.2 |
Themes weighted according to evaluation importance |
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| 3.3 |
Theme language mirrors evaluation criteria language |
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| 3.4 |
Themes highlight strengths relevant to scoring |
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| 3.5 |
Themes address potential evaluation concerns |
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| 3.6 |
Themes facilitate easy evaluator scoring |
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| 3.7 |
Themes support compliance requirements |
|
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Competitive Differentiation
| # |
Item |
Status |
Notes |
| 4.1 |
Themes highlight unique strengths vs. competitors |
|
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| 4.2 |
Themes address incumbent vulnerabilities (if applicable) |
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| 4.3 |
Differentiators are meaningful and relevant |
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| 4.4 |
Claims are defensible and provable |
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| 4.5 |
Themes avoid easily replicated claims |
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| 4.6 |
Themes leverage company's unique capabilities |
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| 4.7 |
Competitive intelligence informs positioning |
|
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Evidence Quality
| # |
Item |
Status |
Notes |
| 5.1 |
Proof points are specific and quantifiable |
|
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| 5.2 |
Evidence is recent and relevant |
|
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| 5.3 |
Past performance examples support claims |
|
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| 5.4 |
Metrics and results are included |
|
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| 5.5 |
Third-party validation included where possible |
|
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| 5.6 |
Evidence directly connects to claims |
|
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| 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 |
|
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| 6.3 |
Visual reinforcement strategy developed |
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| 6.4 |
Consistent language guidelines established |
|
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| 6.5 |
Theme integration guidance provided to authors |
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| 6.6 |
Executive summary highlights key themes |
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| 6.7 |
Theme reinforcement plan across volumes |
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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 |
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|
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| Proposal Manager |
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| Technical Lead |
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| Executive Sponsor |
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