ALSTOM · CASE STUDY
Turning complex bid strategy into
a persuasive executive story
Major transportation proposals bring together extensive technical, commercial and operational information. The executive summary has a different job: make the strategic value of the offer clear to the people evaluating it.
Working with Alstom tender and bid teams on major public-sector proposals, I have helped turn customer priorities, bid strategy and established win themes into clear, persuasive executive narratives.
CLIENT
Alstom
SECTOR
Rail transportation
EXPERTISE
SCOPE
Executive proposal communications
THE CHALLENGE
Making a complex offer
clear at the executive level
Major bids bring together contributions from technical, commercial and operational teams, each with important information to communicate. But an executive summary cannot simply condense the proposal.
It needs to bring the customer's priorities, the bid strategy and the strongest supporting evidence together into a clear argument for why the offer is right for the customer and what sets it apart from the competition.
THE APPROACH
The work begins by understanding the customer, the opportunity, the proposed solution and the existing bid strategy.
Working with the bid team, we review the source material and speak with the people who know the opportunity best—from tender and bid leaders to technical, commercial and other subject-matter experts. These discussions help identify the insights, evidence and differentiators that need to shape the executive story.
The central question throughout is: why should this matter to this particular customer?
Starting with the customer, the opportunity and the bid strategy
FROM BID STRATEGY TO EXECUTIVE STORY
The work brings together the customer priorities, bid strategy, established win themes and supporting evidence into a coherent executive story.
That story is developed and refined throughout the communications process, helping ensure that the strategic value and differentiation of the offer remain clear as the executive summary takes shape.
Turning the bid strategy into a clear and persuasive executive narrative
COLLABORATION
Bringing senior communications expertise to high-stakes proposals
My work with Alstom is delivered through Rain, the collaborative team of senior independent consultants I co-founded in 2020.
Working with my Rain colleagues and Alstom's bid teams, we bring together different perspectives and communications expertise to support complex proposals from initial understanding through to the finished executive communications.