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Embedding Capture: Why It’s More Than a Bid Team Challenge
Embedding capture requires more than training, it demands organisational transformation and cross-functional buy-in.
Why capture needs a whole-business mindset
The challenge
Many organisations attempt to introduce capture by training their bid teams. But without a defined approach or broader organisational support, capture struggles to take root. The challenge lies in shifting mindsets and processes across the business – not just within proposals.
Overcoming the challenge
During a recent APMP Capture Practitioner course with a financial services client, it became clear that embedding capture isn't just a training exercise – it's a transformation project.
The bid team were keen to "move left" in the opportunity lifecycle, supporting earlier-stage opportunities like major retentions and high-value new business. But they quickly realised that success required more than certification. It needed a case for change.
Using our Capture Benchmarker tool, the team are now going to assess their current capability and identify gaps. This will help them build a compelling case for change, which will include
Designing a robust, documented capture process
Defining gates and review stages to support governance
Assessing resourcing needs – whether a centralised capture team or distributed expertise across business development, account management, and bid management
Securing buy-in from subject matter experts, whose input is critical to early-stage opportunity shaping
Getting sponsorship from senior management.
The conversation also touched on the role of AI in capture – particularly how it can accelerate research and insight gathering. But even with smart tools, the foundation must be a shared understanding of capture's value across the business.
How we can help
We support organisations to embed capture through:
Capture scenario training and APMP certification
Capture benchmarking and capability assessment, starting with our new free-to-use capture benchmarker
Process design and transformation support
Strategic use of AI in opportunity development
Embedding capture is a strategic shift, not just a skillset. To find out more about how we help organisations build powerful, early-stage opportunity strategies contact our experts on 0800 0096800 or email us at This email address is being protected from spambots. You need JavaScript enabled to view it.
