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GWIQ-08:Success Story: How AIR Conducts Competitive Analysis with GovWin IQ

Greg Wilska, American Institutes for Research (AIR)


Introduction

Discussion of how AIR uses GovWin IQ to analyze our market and

competitors

Modules inside GovWin IQ that are essential for understanding how our

competitors are positioned and how we should be

Other resources and approaches industry players can and should use

Summary and wrap-up

Agenda

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This is an interactive session – please raise questions or comments any time.


Greg Wilska, Manager, Market & Competitive Intelligence; AIR

A professional services firm supporting social science and education

Introduction

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Background:

• Career BD strategist and manager of growth

functions

• Power user, internal trainer, company liaison

for 20+ years

• Long-term client; former FSI employee

• Past Insight and Deltek event speaker

Market and Competitive Intelligence:

• Part of the Strategy Office, reporting to the COO

• Headquarters function; 2,000-employee company

• Supports Public Sector BD: new client, re-compete,

expansion, add-on, partnerships…

• Strategic sales and account planning, capture

• Internal BD consulting; Industry engagement


• Focus on long-term capture, teaming, and positioning.

• Tracking contracts and tasks pre-expiration to look for avenues to unseat incumbents.

• Development of annual business plans.

• Continuously receive and extract market intelligence and analysis.

• Experts and automation enable time savings and ease of extraction.

• Industry outreach and engagement.

• Executive-ready insights to support strategic direction-setting.

• Reliable analysis from an established provider.

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Why AIR depends on GovWin IQ for Market and Competitive Intelligence (M&CI)

Why GovWin IQ is one of our primary CI tools: Multiple data sources under one umbrella, integrated to make extraction

and analysis easier.


GovWin IQ Modules for Analyzing the Competition

• Company Profiles and Labor Rates

• Contracts and Task Order Databases

• Federal Spending Analytics

• Labor Pricing Database

• Market Analysis and pushed reports

• Opportunity Search

• State and Federal agency Profiles

• Contracts Library and FOIA

• Tools to optimize results and bring it into the corporate

workflow

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Company ProfilesThe Value

• Centralized, multi-sourced

insights on the competitor

with direct access to more

• Access to FPDS spend data

saves time and work

• Multiple tabs of data drill

down on Federal and S&L

• At-a-glance summaries

• Offerings; Schedules/IDIQs

• Partnership and teaming

intelligence

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Federal Agency ProfilesThe Value

• Excellent single-source view of key

intelligence

• View contract and contractor activity

• Spending and Contractor tabs provide

key CI insights

• Summary metrics and graphics – easy

export for training and call prep

• Trend analysis – very important

• Launch agency profiles and Account

Planners….highly recommended

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Contracts Database

The Value

• Understanding buying habits,

competitor footprint

• Depth of detail and ability to

download, sort, customize

• A core resource for longer-

term planning and growth at

an agency

• Planning capture to unseat

incumbents or partner

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Task Order Database

The Value

• Going deeper into who’s buying

and who’s selling

• Details are thinner than in

Tracked Opportunities – but they

are linked

• The breadth of data is more

valuable than the depth in most

cases

• Specific data on agency buying,

competitor selling

• Strategic planning

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Federal Spending Analytics

The Value

• Quickly understand a

competitor's footprint

at a client or prospect

agency

• Very simple to use –

select the agency;

recent FYs pre-selected

• Results are infographics

with details shown by

hovering

• Key metrics to

understand competition

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Labor Rates Database

The Value

• Summary and

comparative views

• State-by-state analysis

• Regional analysis and

comparisons

• Broad vertical views for

budgets

• Links to state-specific

profiles with more detail

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Market Analysis

The Value

• Loaded with details on a

specific agency or segment

• Details of key vendors and

spending values

• Easy-to-read, executive-ready

• Wide range of topics – many

annual with full updates

• Everything is connected to

GovWin databases to enable

drill-down

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State ProfilesThe Value

• See who’s working in

your target states

• Contractor footprints

and growth patterns

• Purchasing tab

provides insights

down to PO level

• Trends in spending,

budgets, and funding

of specific programs

• How-to guides for BD

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Opportunity Search

The Value

• Who has the work for

the current contract

• Essential for unseating

incumbents

• Links to details on

TO/contract spending

• SOW, summaries, full

RFPs in most cases

• Trends, mods, de-

obligations, etc.

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Search Inside Documents

The Value

• Identification of specifics of the

requirement, context, and nuances

• Better understanding of what the

current work is – key for re-competes

and program continuations

• Determine the extent to which a

term is used – often assisting with

quantifying scope

• Helps understand why contractors

and specific teammates are doing

that work

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Contracts Library and FOIAThe Value

• An ever-growing library of intel,

available on-demand

• Full contracts and orders in most cases

• Technical approaches and management

plans – very valuable for CI

• Numerous redactions, but subcontracting

plans are often left untouched

• Mods can show how things are going

• FOIA services enable blind requests

• Raw data, but it can be very valuable

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Additional GovWin IQ resources used at AIR

• Saved searches and profiles

• Home page alerts and emails

• Marked Opportunities, Contacts

• Downloads and data extraction

• Research support, training, walk-

throughs

• Events, webinars, and

publications

• Custom research and analysis,

resolving conflicts of data

• Org Charts – many improvements

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Additional resources AIR uses for M&CI

• GovWin IQ competitors: each delivers differently; no

resources are as comprehensive as GovWin IQ

• Industry publications: paid access is often needed to get

to the best content - blogs, reports and analyses, etc.

– Best ones are vertical-specific

• Media-organized roundtables: among the best for

specific tech areas

• Analysts and consultants: to support growth and

strategy in specific areas

• Niche providers: focused on specific segments or

content

• Organizations: NGA, NASBO, NACO, PSC, ACT-IAC.

• Networks: Professional networks, partners, teammates,

former employers

• Events and forums: especially in state capitals and DC –

numerous and valuable, especially for newcomers

• Vendor events and facilities: symposia and roundtables,

breakfasts, innovation centers, customer labs, tours

• Government-wide resources: USASpending, FPDS, GAO,

OMB, Thomas (LOC)

• Agency resources: OSDBU, SBA, industry days, client

visits

• Homegrown apps: databases, repositories, and libraries

of quantitative data, past proposals, presentations


In summary…

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• AIR’s investment in GovWin IQ provides a strong ROI to our market and

competitive intelligence, feeding our strategic planning.

• Most users tap GovWin IQ for opportunity ID, but there’s much more

accessible in support of deeper analysis and longer-term BD.

• Nearly every module in GovWin IQ can be leveraged in support of CI.

• GovWin is used by all levels of staff, up to the C-Suite.

• Don’t forget to tap other resources and activities to complement

GovWin IQ.

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Q&A

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Please contact me with any questions or follow-up.

[email protected]