Software, Internet, Tech

Company Profile

  • Software and IT outsourcing company
  • Mainly governmental sales
  • Business unit with approx. €400m revenues p.a.

Situation and Objectives

  • Increased competition from smaller, more agile companies
  • Too much “gold plating” of the proposed solutions led to high prices and a poor conversion of proposals and tenders
  • Product-centered tender process


  • Analyzed past deals and derived KPIs, such as hit rate
  • Identified reasons for winning/losing deals (including in-depth customer interviews)
  • Developed blueprint for new tender management process for sales and applied it to selected tenders throughout the project


  • Customer-centric tender process established
  • Adherence to tender process guaranteed through new obligatory processes and templates
  • Much greater transparency over the general probability of winning earlier in the tender process
  • Conversion of tenders during the project 25 percentage points higher than expected thanks to application of new process
  • Detailed upselling plan for accounts before the tender is submitted


  • Increased conversion of tenders (20 percentage points higher than expected for live tenders)
  • Boosted revenues through upselling via minimalistic offer approach instead of “gold-plating”
  • More effective and efficient bidding process overall