A major CRO was concerned about proposal low win rate and accuracy, affecting their ability to achieve revenue and profit goals. The in-place process had the Business Development team responding to RFPs from their territory base.

Our analysis of this process yielded three sources of ineffective proposals:

  • Proposals were inaccurately presented and priced, as individual Business Development Directors did not have access to all the key, often evolving, information needed
  • Proposals were incomplete, not always responding to all aspects of the RFP, only those familiar to the BD Directors
  • The BD Directors were spending much of their time on proposal generation, rather than increasing sales


Created an internal Sales Support Team made up of specialists from all stakeholder groups critical to the success of the proposal and project, e.g., Program Management, Project Monitoring, Data Management, Pricing, and Biorepository. Some of the team were recruited internally, some externally to meet the critical needs of the project. Sales Support Team identified and implemented Best Practices—both internal and external—for all inputs into the RFP response process.


Sales Support Team generates all proposals globally that are accurately priced and fully responsive to all aspects of RFP. Win rate and profitability of projects improved, as well as freeing up BD Directors to increase sales.