Understanding the Bid Capture Process

Introduction

In the world of bidding and proposals, the term bid capture is often used
interchangeably with business development or opportunity management. According
to the Association of Proposal Management Professionals (APMP), capture is
the structured process of identifying, assessing, and developing an opportunity
before a formal tender is released. Done well, it positions a supplier to compete
effectively, long before the first word of the proposal is written.
This article explores what the bid capture process involves, why it matters, and how
organisations—particularly SMEs—can use it to improve their win rates.

What is Capture in APMP Terms?

APMP defines capture as the set of activities carried out before an RFP, ITT, or
tender is issued. It is about getting to know the client, the opportunity, and the
competition, then shaping your solution and strategy accordingly. In practice, capture
bridges the gap between initial lead identification and proposal development.
Capture is proactive. Instead of waiting for an opportunity to land on a procurement
portal, capture involves building relationships, gathering intelligence, and aligning
your offer to the customer’s needs in advance.

The Purpose of Capture

The purpose of capture can be summarised in three core objectives:

1. Increase understanding of the customer: what they need, how they buy,
   and what success looks like for them.

2. Shape the opportunity: engage with stakeholders early, influence
   requirements where possible, and identify gaps you can fill.

3. Prepare the bid team to win: define win themes, build a compliance matrix,
   and develop proof points well before the deadline pressure begins.

Key Elements of the Capture Process

APMP best practice highlights several recurring elements in effective capture:

Customer intelligence: Who are the key decision makers? What are their
priorities, challenges, and success criteria?

• Competitive analysis: Who else is likely to bid? What are their strengths and
  weaknesses? How can you differentiate?

• Solution development: What is your proposed approach, and how does it
  meet both the stated and unstated needs?

• Win strategy and themes: What compelling messages will make evaluators
  prefer your proposal over others?

• Relationship building: Are you visible to the buyer before the tender is
  published, and have you established credibility?

• Bid readiness: Do you have the right resources, case studies, and
  commercial model prepared?

A Worked Example for SMEs

Imagine a local landscaping company hears that a council intends to tender grounds
maintenance services next year. Instead of waiting for the ITT, the company begins
capture activities:

• They meet with council officers at supplier days to understand the council’s
  sustainability agenda.

• They research competitors and discover that larger firms struggle with rapid
  response times.

• They shape their approach to highlight local presence, community
  employment, and fast mobilisation.

• They begin collecting biodiversity metrics from current sites, ready to use as
  evidence.

  
  By the time the ITT is published, the company has already positioned itself to align
  strongly with the buyer’s needs, and has clear differentiators ready to score points.

Common Pitfalls in Capture

• Starting too late: waiting until the tender is live means you miss the window
  to shape or influence.

• Guesswork: making assumptions about customer priorities instead of
  engaging directly.

• Lack of ownership: no clear responsibility for capture activities, leaving gaps
  in intelligence.

• Not linking capture to proposals: failing to hand over insights and win
  themes to the bid writing team.

Why Capture Improves Win Rates

Industry benchmarks cited by APMP consistently show that companies with a formal
capture process enjoy significantly higher win rates. The reason is simple: when you
understand the customer, the competition, and your own strengths, your proposal is
more relevant, compelling, and evidence-based.
For SMEs, capture may feel like a luxury, but even light-touch capture
activities—such as early customer conversations, competitive research, or pre-
building case studies—can have a major impact.

• Best Practices to Follow

• Begin capture as early as possible in the sales cycle.

• Document your findings in a capture plan and share it with the team.

• Define clear win themes that run consistently from capture through to

  proposal submission.

• Hold a Kick-Off meeting that builds directly on capture insights, ensuring
  continuity.

• Treat capture as part of your business development process, not as an
  optional extra.

Conclusion

The bid capture process, as defined by APMP, is about positioning to win before the
tender is even released. It requires planning, research, and disciplined
communication between business development and proposal teams.
For SMEs, adopting capture best practices—even in a scaled-down form—can
transform bid outcomes. By investing time in understanding the buyer and aligning
early, you significantly improve your chances of submitting winning proposals.
If you want to introduce capture discipline into your business or develop tailored tools
for your team, explore our resources at Bid Capture or contact us for support.