Proposal Metrics Change Behavior
A variety of metrics get floated, and while many of them are worthwhile for a short period to measure the success of a new program, I caution clients against metrics that create unintended consequences.
For instance, in one very large firm, “cost per page” was a measurement. Someone thought this metric would level the playing field between large and small proposals. Instead it caused proposal creep, as teams ballooned proposals to enhance this metric. It caused the hit rate to slip just a bit, so no one noticed for awhile.
However, the focus shifted from pithy and succinct writing to “throw in the kitchen sink.” When the recipients of these tomes tired from hefting these mega documents, they added page limitations to the RFPs. These teams found themselves retrofitting their process and returning to tight storyboards.
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