From Reactive to Strategic: What Capture Maturity Really Looks Like

Capture remains one of the least understood — and most inconsistently applied — disciplines in winning work. While some teams reliably shape deals early and carry clear strategy through to proposal delivery, many others remain reactive, despite significant effort and experience.

This webinar draws on aggregated, anonymized benchmarking data, combined with established capture theory and practitioner insight, to examine how capture capability typically evolves across six dimensions:

• qualification and bid framing; capture planning, management, and governance;
• customer insight and relationship;
• win strategy and solution development;
• market intelligence and competitive positioning;
• and capture-to-proposal handover and execution.

Rather than presenting a single best practice model, the webinar highlights recurring patterns, inflection points, and failure modes seen across organizations at different levels of maturity.

Data provides the evidence of what differentiates higher-maturity teams, while theory and real-world experience help explain why those differences persist and how they show up in day-to-day pursuit work.

The webinar is designed to be relevant whether capture is a dedicated role, shared across sales and proposals, or embedded informally. Attendees will leave with a clearer understanding of their organization’s likely capture maturity, where effort is being diluted, and which areas will deliver the greatest improvement if addressed next.

Reserve your spot today by registering. Link coming soon!

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Speaker Bios

Ceri Mescall — Managing Director, Strategic Proposals Canada. Ceri has 20 years of progressive experience in capture and proposals in the UK and Canada. She’s an APMP Approved Trainer for Foundation, Practitioner, Capture Practitioner, and AI; an APMP 40 Under 40 award winner (class of 2019); and APMP Fellow (2020). Ceri’s a presenter/panelist, podcast guest, article author/contributor, and awards judge.

Lorraine Baird — Director, Strategic Proposals UK. Lorraine has 25 years’ experience developing and presenting sales, proposal, and presentation training. She’s held senior positions in bids and proposals for 18 years, where training other industry professionals has been an important role in UK-based and global programs. She’s an APMP Approved Trainer in Foundation, Capture Practitioner and SRM. Lorraine has trained over 600 people over the past five years.