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SUCCESS THROUGH TEAMING:MARKETING TO PRIMESCONTRACTORSMILCOM 2011Ludmilla ParnellDirector, Business Development, Small Business PartnershipsGeneral Dynamics Information Technology Proprietary1
Overview: General Dynamics at a Glance InformationTechnologyAerospace CombatSystems 32 billion in annual revenue92,300 employees worldwideLeading market positions in:– Mission-critical informationsystems and technologies– Land and expeditionary combatsystems, armaments andmunitions– Shipbuilding and marine systems– Aviation (Gulfstream)MarineSystemsGeneral Dynamics Information Technology Proprietary2
General Dynamics – A Proven Market LeaderGeneral Dynamics Information Systems & TechnologyGeneral Dynamics Information Technology Proprietary3
Who We ServeToday we serve more than 50 government agencies and over1,000 customers in various markets transforming enterprises tonavigate the challenges of the future.– Defense: U.S. Army, Air Force, Navy, Marines, Joint,Reserve, National Guard, Department of Defense (DoD)– Intelligence Community: Director of NationalIntelligence; National Security Agency; NationalGeospatial-Intelligence Agency; Defense IntelligenceAgency; Department of State– Federal Civilian: U.S. Departments of the Treasury,Justice, Commerce, Transportation and Energy; FederalBureau of Investigation; Veterans Affairs– Homeland Security: U.S. Coast Guard; Citizenship andImmigration Services; Customs and Border Protection– Healthcare: U.S. Department of Health & HumanServices; Centers for Medicare & Medicaid Services;Centers for Disease Control and Prevention; MilitaryHealth System; U.S. Army Medical Department– Public Sector: States of New York, Maryland,Pennsylvania and Florida; NY/NJ Port Authority; LosAngeles World Airports; Delaware State Police– Commercial: AT&T, Sprint, Verizon, T-MobileGeneral Dynamics Information Technology Proprietary4
Core CapabilitiesDelivering the strength of IT and professional services Information Technology and Communications– Trusted solutions and services to meet IT requirementsfor missions and enterprisesNetwork Systems Integration– Advanced network systems integration solutions drivenby in-depth mission and enterprise experienceProfessional and Technical Services– Comprehensive range of professional and technicalservices to meet critical planning, staffing, management,technology and operational needsSimulation and Training– Leading-edge simulation, training, IT and systemsintegration solutions that help transform training anddeliver operational readinessGeneral Dynamics Information Technology Proprietary5
Cost-effective and Easy-to-use Contract VehiclesSupporting federal agencies worldwideGWACs – including Alliant, Millennia Lite, CIO-SP2GSA Schedules – including IT, PES, MOBIS,LOGWORLDIDIQs – including SeaPort-e, ITES-2S, NETCENTS,DHS EAGLE, DESP II, ICE2, IMOD, ITSS-3, STOC II,TEAMS, ADCSWide Selection of Task Order Contracts Best-in-class GWAC service center Strong small business alliances Center of Excellence for managing key contractsGeneral Dynamics Information Technology Proprietary6
A Good Small Business Partner: Considerations Core capabilities and past performance Price Personnel experience Resource availability and HR stability Locations Financial solvency/risk/strength Reputation Organizational conflict of interest (OCI) Dependable, a team player, and responsive Easy to work with on projects Follow-through and follow-up!General Dynamics Information Technology Proprietary
How Can You Add Value and Differentiate your ocusGeneral Dynamics Information Technology merFocus
Understand Your Market Focus What are your strengths andcore capabilities? What types of pastperformance do you have? Where is your current worktoday? What areas do you want togrow in? Is the market growth there tosupport it?General Dynamics Information Technology Proprietary
Understanding the Customer Utilize Market ResearchRead and Learn about your customer––– Reports, Performance PlansArticles / WebsitesUnderstand their mission, goals, objectives andprogramsNetwork through targeted conferencesand professional associationsDevelop a core of trusted teamingpartnersDevelop knowledge of U.S.government contracting–––––Understanding of rules / agreementsGovernment purchase cardsLine of creditCAGE Code, Dun and Bradstreet, NAICS, ITARCertificationDatabases: CCR, DSBS (Pronet), ORCA, VetBizGeneral Dynamics Information Technology ProprietaryDo Your Homework First!FocusFocusFocus!
Capture Planning: Develop Specific Opportunities Develop a contact plan–––– What issues for discussionWhere is the informationWhen should we get the informationWhy talk with specific peopleMake contacts– Listen to prospective customers– Develop a trust relationship withcustomer Gather information– Incumbent strengths andweaknesses– Grow trusted relationship with thecustomer– Customer priorities– Funding sourcesGeneral Dynamics Information Technology Proprietary Plan– When to show how you will solve acustomer’s problem– Strategic and contingency hires Gather other data– Competitor analysis– Cost estimates– Win theme
Getting the Prime’s Attention Opportunity-driven approach Research first!–Check company web sites–Talk to contacts–Read the government and technology journals–Know ―hot buttons‖–Attend government industry days and focusedevents–Understand what the prime does!!!!! Prepare ―elevator‖ speech but cater it toorganization and/or company Prove real interest–Follow through on actions and requests!–Be responsive–Show enthusiasm!General Dynamics Information Technology ProprietaryDo your homework first!
Steps to Successful Teaming Focus on a customer area – narrow it down – Map out contract opportunities – recompetes, new opportunities, etc.– Do you know the customer? Do you know how to obtain information?Timing – teaming way ahead of the deal (18-24 months out)– Working on next year and beyond– Know who you are talking to? Understand roles of: Capture Managers Program ManagersBe prepared for discussions– Read and understand the opportunity and where you can bring valueRFP requirement and your fit — tell us:– Related niche or capability areas– Related past experienceCustomer knowledge and experienceWhy your company?Why are you seeking out this Prime to team? MATRIXMATRIXMATRIXMake sure you are registered with the Prime (if applicable)– For example: Go to www.gdit.com — Partners pageKey to Teaming - Be proactive and selective in your marketing efforts!General Dynamics Information Technology Proprietary
Closing the Deal – Getting on the Team Know the contracting details– NDA / TA / Attachments (SOW)Ask about the decision making process / selection process– Internal Prime discussions Meetings with small businesses Database searches Teaming decision authorityBasis for teaming decisions – Why this company? Why this individual?– Behind the scenes discussion– Value brought to the table– Thought process behind selectionUnderstand what you bring to the Prime– Be able to cite reasons– Differentiators / Value– Relationships /SupportIf you are late to the table - get your hands on the RFP!– Approaching the prime after they winGeneral Dynamics Information Technology Proprietary
Successful Small Businesses*Four major themes for successful small businesses:1.Do their homework– On customers, their mission, budgets, etc.2.Participate in outreach and networking events– Selectively, based on market focus3.Understand the federal procurement system– Understand contracting, IDIQs, standalone contracts, etc.4.Understand concept of teaming– Joint ventures, teaming arrangements, prime/sub, mentorprotégé relationships, etc.* Kevin Boshears, Office of Small and Disadvantaged Business Utilization (OSDBU) Director, DHSGeneral Dynamics Information Technology Proprietary
Our Database Provides Teaming Partners Go to www.gdit.comSelect ―Partners‖ pageRegisterINCLUDE:– Descriptive capability keywords E.g.: Network engineering, not IT Not: See attached brochure– Specific customer areas E.g.: DOD / Navy/ NAVSEA /NUWC, not Federal Government– Upload corporate briefings and other capability documents – highlyrecommendedThis Database is searchable – We use it to find teaming partners!General Dynamics Information Technology Proprietary
So How Can You Work With Us? Review www.gdit.com, understand what we do and fit with your company Always present yourself professionally– CEO or senior executives – develop relationship with prime– Clear emails, voice messages Use good business etiquette Send informative, concise, well-written and purposeful emails– Focus on past performance, capabilities, customer knowledge, added-value– Show understanding of company to which you are sending email– Limit attachments, watch grammar, spelling, full signature, show email trail Register at www.gdit.com/ Partners page and keep information up to date Focus on having opportunity-driven meetings Network at selected events that fit your marketing focus – meet managers Develop relationships, outstanding past performance and TRUST!General Dynamics Information Technology Proprietary
Conclusion Winning (with or without a Prime) is ―brain surgery‖ & ―rocketscience‖ rolled together it’s not easyocusFocus, Focus, F- opportunity-driven approachUnderstand Government business, contracting and rules ofengagementAttack Needs - discuss solutions, not just capabilitiesFit In - Primes processes, tools & interestsThe five Ps:– Plan your strategy and approach– Prepare and implement your action plan– Stay persistent in your efforts– Remain patient with time– Practice proactive marketingPrior Planning Prevents Poor PerformanceGO WIN!General Dynamics Information Technology Proprietary
Contact InformationGeneral Dynamics IT – Fairfax, VA - HQ Small Business CenterSmall Business Partnershipssmallbusiness@gdit.comGeneral Dynamics SectorsInformation Systems and mLudmilla ParnellDirector, Business DevelopmentSmall Business Partnerships(703) 246-0948General Dynamics Information Technology ProprietaryMarine ystems/index.cfmCombat ystems/index.cfm
THANKS! QUESTIONS?www.gdit.comGeneral Dynamics Information Technology Proprietary
GWACs – including Alliant, Millennia Lite, CIO-SP2 GSA Schedules – including IT, PES, MOBIS, LOGWORLD IDIQs – including SeaPort-e, ITES-2S, NETCENTS, DHS EAGLE, DESP II, ICE2, IMOD, ITSS-3, STOC II, TEAMS, ADCS Wide Selection of Task Order Contracts Best-in-class GWAC service center Strong small business alliances
