Capture management involves all the activities that goes into winning a business opportunity for the sales team to pursue. These activities lay a strong foundation to carry the sales process forward. By providing a dedicated resource for this role, sales teams can focus on other core activities such as lead generation and prospecting.
Role of Capture Managers
Capture managers assess potential customer’s needs and goals, and potential solutions. They also need to constantly assess the competition, and offer a winning strategy for the sales teams to pursue.
Capture managers need to create strategies, and sometimes identify resources to take the deal forward. They need to have a thorough understanding of your company’s core product or service and its various features. The role demands knowledge and skills in:
- Marketing and Sales
- Corporate Strategy
- Finance and Pricing
- Proposal development
- Project management
- Human Resources
Once an opportunity is qualified, capture managers must try to understand the prospect. It involves understanding the prospect’s business goals, the problems he is facing, how the product or service will solve the issues, and developing a suitable strategy to approach the prospect with the solution. While a capture manager is an integral part of the company’s sales and business development teams, the role demands a keen eye for opportunities and work to increase the prospect of winning the deal.
An important activity covered by the capture manager is capture planning. In B2B, customers dedicate a major amount of time to decide whom they should select, from the proposals that are submitted to them. Therefore, the aim of capture planning is to make your company the top choice, to ensure customers choose your solution or service, and prefer to do business with your organization, over a competitor. To achieve this end result, the capture manager needs to commit the right people to the capture team, be able to conduct reviews at the right junctures to determine whether to advance to the next stage, and set up a proposal planning process.
Capture Manager Profile
Today’s companies require capture managers to hold a bachelor’s degree or higher. Having qualifications like ITIL, PMP, or CMMI is an added benefit to the role. Skill sets include working with Microsoft products, and other basic documentation software. A capture manager must be able to:
- Understand the capture management best practices.
- Conduct market and competitive analysis to ascertain competition levels.
- Work on multiple business opportunities.
- Spearhead the opportunities to closure.
- Identify suitable opportunities, prepare business plans, develop and execute capture plans.
- Prepare sales proposals.
Soft skills required for capture managers include:
- A good working relationship with sales executives and senior management.
- Organizational skills and timeliness.
- Presentation and Communication skills.
- Problem-solving skills.
- Good business acumen.
A capture manager’s role is one of the most important roles in a sales team. It may also be the most difficult job, because it requires selling within the company and selling to the customer. Moving the organization from the “unknown” status to the “favored” position in the client’s view requires a lot of skill and work, the credit for which goes to capture managers.
Sales and marketing enablement providers are transforming how organizations conduct business, by taking over the role of capture managers. Working with such a company allows you to focus on what you do best, your core business, while leveraging the expertise of the firm you pick as a partner. If you’re interested in harnessing sales and marketing expertise, drop us a line and we’d be glad to help. RAP has extensive experience driving business success through a range of sales and marketing services.