473 lines
19 KiB
YAML
473 lines
19 KiB
YAML
template_name: "Win Theme Development Template"
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template_id: "win-theme-tmpl"
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template_type: "document"
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template_category: "proposal"
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template_description: "A structured format for developing compelling win themes for government RFQ responses"
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template_help: "Win themes are the key messages that differentiate your proposal and resonate with the customer's needs, priorities, and hot buttons."
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template_tags:
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- "win themes"
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- "capture strategy"
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- "competitive analysis"
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- "customer understanding"
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- "proposal messaging"
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- "differentiation"
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usage_instructions: |
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1. Complete this template early in the proposal development process
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2. Involve business development, capture managers, and technical SMEs
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3. Ensure alignment with customer needs and evaluation criteria
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4. Develop themes that are specific, measurable, and provable
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5. Incorporate win themes throughout the proposal
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sections:
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- section_id: "document_header"
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section_title: "Document Header"
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section_type: "header"
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section_template: |
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# [RFQ Number] Win Theme Development
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# [Agency Name]
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# [RFQ Title]
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# [Date]
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# [Version]
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elicitation_questions:
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- "What is the RFQ number for this opportunity?"
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- "What is the name of the agency issuing this RFQ?"
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- "What is the title of this RFQ?"
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- "What is today's date?"
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- "What is the current version of this document?"
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- section_id: "executive_summary"
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section_title: "Executive Summary"
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section_type: "content"
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subsections:
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- subsection_id: "win_strategy_overview"
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subsection_title: "Win Strategy Overview"
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subsection_type: "content"
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subsection_template: |
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**Capture Strategy Summary**:
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[1-2 paragraphs summarizing the overall capture strategy and approach]
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**Win Probability Assessment**:
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[Current assessment of win probability and key factors]
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**Strategic Importance**:
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[Brief explanation of the strategic importance of this opportunity]
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elicitation_questions:
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- "What is your overall capture strategy and approach for this opportunity?"
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- "What is your current assessment of win probability and what are the key factors?"
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- "Why is this opportunity strategically important to your organization?"
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- section_id: "customer_understanding"
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section_title: "Customer Understanding"
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section_type: "content"
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subsections:
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- subsection_id: "customer_profile"
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subsection_title: "Customer Profile"
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subsection_type: "content"
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subsection_template: |
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**Agency Mission**:
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[Description of the agency's mission and objectives]
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**Program Objectives**:
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[Description of the specific program objectives]
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**Key Stakeholders**:
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| Stakeholder | Role | Influence | Key Concerns | Hot Buttons |
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| --------------- | ------ | ----------------- | ------------ | ------------- |
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| [Stakeholder 1] | [Role] | [High/Medium/Low] | [Concerns] | [Hot Buttons] |
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| [Stakeholder 2] | [Role] | [High/Medium/Low] | [Concerns] | [Hot Buttons] |
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| [Stakeholder 3] | [Role] | [High/Medium/Low] | [Concerns] | [Hot Buttons] |
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| [Stakeholder 4] | [Role] | [High/Medium/Low] | [Concerns] | [Hot Buttons] |
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| [Stakeholder 5] | [Role] | [High/Medium/Low] | [Concerns] | [Hot Buttons] |
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elicitation_questions:
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- "What is the mission and objectives of the agency issuing this RFQ?"
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- "What are the specific objectives of the program this RFQ is supporting?"
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- "Who are the key stakeholders for this opportunity?"
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- "What are the roles, influence levels, key concerns, and hot buttons of each stakeholder?"
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- subsection_id: "customer_pain_points"
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subsection_title: "Customer Pain Points"
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subsection_type: "content"
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subsection_template: |
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**Current Challenges**:
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| Challenge | Description | Impact | Priority |
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| ------------- | ------------- | -------- | ----------------- |
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| [Challenge 1] | [Description] | [Impact] | [High/Medium/Low] |
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| [Challenge 2] | [Description] | [Impact] | [High/Medium/Low] |
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| [Challenge 3] | [Description] | [Impact] | [High/Medium/Low] |
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| [Challenge 4] | [Description] | [Impact] | [High/Medium/Low] |
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| [Challenge 5] | [Description] | [Impact] | [High/Medium/Low] |
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**Desired Outcomes**:
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| Outcome | Description | Priority | Success Criteria |
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| ----------- | ------------- | ----------------- | ---------------- |
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| [Outcome 1] | [Description] | [High/Medium/Low] | [Criteria] |
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| [Outcome 2] | [Description] | [High/Medium/Low] | [Criteria] |
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| [Outcome 3] | [Description] | [High/Medium/Low] | [Criteria] |
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| [Outcome 4] | [Description] | [High/Medium/Low] | [Criteria] |
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| [Outcome 5] | [Description] | [High/Medium/Low] | [Criteria] |
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elicitation_questions:
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- "What are the current challenges the customer is facing?"
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- "What is the impact of each challenge and how would you prioritize them?"
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- "What outcomes is the customer seeking from this procurement?"
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- "How would you prioritize these desired outcomes and what are the success criteria for each?"
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- section_id: "competitive_analysis"
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section_title: "Competitive Analysis"
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section_type: "content"
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subsections:
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- subsection_id: "competitive_landscape"
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subsection_title: "Competitive Landscape"
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subsection_type: "content"
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subsection_template: |
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**Known Competitors**:
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| Competitor | Strengths | Weaknesses | Past Performance | Relationship with Customer |
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| -------------- | ----------- | ------------ | ------------------ | -------------------------- |
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| [Competitor 1] | [Strengths] | [Weaknesses] | [Past Performance] | [Relationship] |
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| [Competitor 2] | [Strengths] | [Weaknesses] | [Past Performance] | [Relationship] |
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| [Competitor 3] | [Strengths] | [Weaknesses] | [Past Performance] | [Relationship] |
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| [Competitor 4] | [Strengths] | [Weaknesses] | [Past Performance] | [Relationship] |
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| [Competitor 5] | [Strengths] | [Weaknesses] | [Past Performance] | [Relationship] |
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elicitation_questions:
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- "Who are the known competitors for this opportunity?"
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- "What are the strengths and weaknesses of each competitor?"
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- "What is the past performance record of each competitor with this customer?"
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- "What is the relationship of each competitor with the customer?"
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- subsection_id: "competitive_position"
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subsection_title: "Competitive Position"
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subsection_type: "content"
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subsection_template: |
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**Our Strengths**:
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- [Strength 1]
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- [Strength 2]
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- [Strength 3]
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- [Strength 4]
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- [Strength 5]
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**Our Weaknesses**:
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- [Weakness 1]
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- [Weakness 2]
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- [Weakness 3]
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- [Weakness 4]
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- [Weakness 5]
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**Discriminators**:
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- [Discriminator 1]
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- [Discriminator 2]
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- [Discriminator 3]
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- [Discriminator 4]
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- [Discriminator 5]
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elicitation_questions:
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- "What are your organization's strengths relative to this opportunity?"
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- "What are your organization's weaknesses relative to this opportunity?"
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- "What are your key discriminators that set you apart from the competition?"
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- section_id: "win_theme_development"
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section_title: "Win Theme Development"
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section_type: "content"
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subsections:
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- subsection_id: "primary_win_theme"
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subsection_title: "Primary Win Theme"
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subsection_type: "content"
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subsection_template: |
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**Theme Statement**:
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[Clear, concise statement of the primary win theme]
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**Supporting Evidence**:
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- [Evidence 1]
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- [Evidence 2]
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- [Evidence 3]
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**Customer Benefits**:
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- [Benefit 1]
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- [Benefit 2]
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- [Benefit 3]
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**Alignment with Evaluation Criteria**:
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[Explanation of how this theme aligns with key evaluation criteria]
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**Visual Representation**:
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[Description of how this theme could be visually represented]
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elicitation_questions:
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- "What is your primary win theme for this opportunity?"
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- "What evidence supports this theme?"
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- "What benefits does this theme provide to the customer?"
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- "How does this theme align with the evaluation criteria?"
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- "How could this theme be visually represented in the proposal?"
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- subsection_id: "secondary_win_themes"
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subsection_title: "Secondary Win Themes"
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subsection_type: "content"
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subsection_template: |
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#### Theme 1: [Theme Name]
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**Theme Statement**:
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[Clear, concise statement of the theme]
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**Supporting Evidence**:
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- [Evidence 1]
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- [Evidence 2]
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- [Evidence 3]
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**Customer Benefits**:
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- [Benefit 1]
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- [Benefit 2]
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- [Benefit 3]
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**Alignment with Evaluation Criteria**:
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[Explanation of how this theme aligns with key evaluation criteria]
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**Visual Representation**:
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[Description of how this theme could be visually represented]
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#### Theme 2: [Theme Name]
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**Theme Statement**:
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[Clear, concise statement of the theme]
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**Supporting Evidence**:
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- [Evidence 1]
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- [Evidence 2]
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- [Evidence 3]
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**Customer Benefits**:
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- [Benefit 1]
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- [Benefit 2]
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- [Benefit 3]
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**Alignment with Evaluation Criteria**:
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[Explanation of how this theme aligns with key evaluation criteria]
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**Visual Representation**:
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[Description of how this theme could be visually represented]
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#### Theme 3: [Theme Name]
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**Theme Statement**:
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[Clear, concise statement of the theme]
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**Supporting Evidence**:
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- [Evidence 1]
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- [Evidence 2]
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- [Evidence 3]
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**Customer Benefits**:
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- [Benefit 1]
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- [Benefit 2]
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- [Benefit 3]
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**Alignment with Evaluation Criteria**:
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[Explanation of how this theme aligns with key evaluation criteria]
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**Visual Representation**:
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[Description of how this theme could be visually represented]
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elicitation_questions:
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- "What are your secondary win themes for this opportunity?"
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- "What evidence supports each theme?"
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- "What benefits does each theme provide to the customer?"
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- "How does each theme align with the evaluation criteria?"
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- "How could each theme be visually represented in the proposal?"
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- subsection_id: "technical_win_themes"
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subsection_title: "Technical Win Themes"
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subsection_type: "content"
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subsection_template: |
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#### Technical Theme 1: [Theme Name]
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**Theme Statement**:
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[Clear, concise statement of the theme]
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**Supporting Evidence**:
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- [Evidence 1]
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- [Evidence 2]
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- [Evidence 3]
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**Technical Approach Alignment**:
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[Explanation of how this theme aligns with the technical approach]
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**Customer Benefits**:
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- [Benefit 1]
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- [Benefit 2]
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- [Benefit 3]
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#### Technical Theme 2: [Theme Name]
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**Theme Statement**:
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[Clear, concise statement of the theme]
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**Supporting Evidence**:
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- [Evidence 1]
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- [Evidence 2]
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- [Evidence 3]
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**Technical Approach Alignment**:
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[Explanation of how this theme aligns with the technical approach]
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**Customer Benefits**:
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- [Benefit 1]
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- [Benefit 2]
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- [Benefit 3]
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elicitation_questions:
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- "What are your technical win themes for this opportunity?"
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- "What evidence supports each technical theme?"
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- "How does each theme align with your technical approach?"
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- "What benefits does each technical theme provide to the customer?"
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- subsection_id: "management_win_themes"
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subsection_title: "Management Win Themes"
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subsection_type: "content"
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subsection_template: |
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#### Management Theme 1: [Theme Name]
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**Theme Statement**:
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[Clear, concise statement of the theme]
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**Supporting Evidence**:
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- [Evidence 1]
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- [Evidence 2]
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- [Evidence 3]
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**Management Approach Alignment**:
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[Explanation of how this theme aligns with the management approach]
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**Customer Benefits**:
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- [Benefit 1]
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- [Benefit 2]
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- [Benefit 3]
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#### Management Theme 2: [Theme Name]
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**Theme Statement**:
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[Clear, concise statement of the theme]
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**Supporting Evidence**:
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- [Evidence 1]
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- [Evidence 2]
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- [Evidence 3]
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**Management Approach Alignment**:
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[Explanation of how this theme aligns with the management approach]
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**Customer Benefits**:
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- [Benefit 1]
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- [Benefit 2]
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- [Benefit 3]
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elicitation_questions:
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- "What are your management win themes for this opportunity?"
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- "What evidence supports each management theme?"
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- "How does each theme align with your management approach?"
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- "What benefits does each management theme provide to the customer?"
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- section_id: "win_theme_implementation"
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section_title: "Win Theme Implementation"
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section_type: "content"
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subsections:
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- subsection_id: "theme_integration"
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subsection_title: "Theme Integration"
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subsection_type: "content"
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subsection_template: |
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**Proposal Section Mapping**:
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| Proposal Section | Applicable Win Themes | Integration Approach |
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| ---------------- | --------------------- | -------------------- |
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| [Section] | [Themes] | [Approach] |
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| [Section] | [Themes] | [Approach] |
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| [Section] | [Themes] | [Approach] |
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| [Section] | [Themes] | [Approach] |
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| [Section] | [Themes] | [Approach] |
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**Theme Messaging Matrix**:
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| Audience | Key Messages | Supporting Evidence | Delivery Method |
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| ---------- | ------------ | ------------------- | --------------- |
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| [Audience] | [Messages] | [Evidence] | [Method] |
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| [Audience] | [Messages] | [Evidence] | [Method] |
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| [Audience] | [Messages] | [Evidence] | [Method] |
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| [Audience] | [Messages] | [Evidence] | [Method] |
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| [Audience] | [Messages] | [Evidence] | [Method] |
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elicitation_questions:
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- "How will you integrate win themes into each section of the proposal?"
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- "What key messages will you deliver to each audience?"
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- "What evidence will support these messages?"
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- "What methods will you use to deliver these messages?"
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- subsection_id: "theme_validation"
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subsection_title: "Theme Validation"
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subsection_type: "content"
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subsection_template: |
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**Validation Approach**:
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[Description of the approach to validating win themes]
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**Validation Criteria**:
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- [Criterion 1]
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- [Criterion 2]
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- [Criterion 3]
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- [Criterion 4]
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- [Criterion 5]
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**Validation Results**:
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| Win Theme | Validation Status | Feedback | Adjustments Needed |
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| --------- | ----------------- | ---------- | ------------------ |
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| [Theme] | [Status] | [Feedback] | [Adjustments] |
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| [Theme] | [Status] | [Feedback] | [Adjustments] |
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| [Theme] | [Status] | [Feedback] | [Adjustments] |
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| [Theme] | [Status] | [Feedback] | [Adjustments] |
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| [Theme] | [Status] | [Feedback] | [Adjustments] |
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elicitation_questions:
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- "How will you validate your win themes?"
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- "What criteria will you use to validate win themes?"
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- "What is the status of each win theme's validation?"
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- "What feedback have you received on each win theme?"
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- "What adjustments are needed for each win theme based on validation results?"
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- section_id: "win_theme_best_practices"
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section_title: "Win Theme Best Practices"
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section_type: "content"
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section_template: |
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- **Customer Focus**: Ensure win themes address specific customer needs and priorities
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- **Specificity**: Develop specific, concrete themes rather than generic statements
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- **Evidence-Based**: Support all themes with specific, measurable evidence
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- **Benefit-Oriented**: Clearly articulate the benefits to the customer
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- **Differentiation**: Ensure themes highlight your unique strengths and discriminators
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- **Consistency**: Maintain consistent messaging throughout the proposal
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- **Visual Support**: Develop visual elements that reinforce key themes
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- **Evaluation Alignment**: Align themes with evaluation criteria and scoring
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- **Validation**: Validate themes with customer insights and feedback
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- **Integration**: Integrate themes throughout the proposal, not just in the executive summary
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elicitation_questions:
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- "How will you ensure your win themes are customer-focused?"
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- "How will you make your win themes specific and concrete?"
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- "What evidence will you use to support your win themes?"
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- "How will you articulate the benefits of your solution to the customer?"
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- "How will your win themes highlight your unique strengths and discriminators?"
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- "How will you maintain consistent messaging throughout the proposal?"
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- "What visual elements will you use to reinforce your key themes?"
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- "How will you align your win themes with the evaluation criteria and scoring?"
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- "How will you validate your win themes with customer insights and feedback?"
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- "How will you integrate your win themes throughout the proposal?" |