Do you know who is scoring your next tender?

The competitive tendering landscape has changed significantly over recent years. Procurement processes are getting more robust, more intelligent, and much more structured. Your tender is being evaluated by different people and for different reasons.

Having worked on hundreds of bids, PitchThis understands the combination of relationships and processes that come into play after you press submit on your tender submission. In our experience there are three audience types you must consider to get the highest scores during the procurement assessment period:


Increasingly, companies are engaging formal procurement personnel to run their tender processes. This individual or team may consist of internal resources, or an external consultancy, and their focus is on process. They will often have a set of pre-agreed weighted criteria that they are looking for when reviewing the tender responses. This stage is often used as a first sift to shortlist respondents, before moving tenders through to a more operational focused review.

This type of audience typically is detailed-orientated who are rigorously scoring your response against their evaluation criteria. It means your response needs to be compliant and be as clear and succinct as possible, so it’s easy for them to navigate your document.


The account team are the operational key contacts who will run the contract from the client side. They are not always involved in the initial procurement analysis exercise so even if you have an existing relationship with the client, you cannot rely on this being known to the assessor, which is why you need a full and thorough response document that scores highly in the assessment process. Once your tender has been shortlisted, the Account Team will become more involved, often inviting presentations from remaining bidders, to ensure they can see workable solutions from bidders.

This type of audience won’t be as interested in the detail – they will be focusing more on what they already know about you, how the relationship will work, and the account management structures you have in place. Demonstrating a proven track record will be of key interest, so we recommend clear and compelling case studies, visually appealing CVs that highlight experience easily, putting your referees front and centre, and making project management plans easy to understand.


Whilst it is crucial to understand the procurement scoring and assessment process, it is also important to understand that there are still informal influences that occur during the process. This audience may consist of members of the senior management team or specialist and trusted advisors. And they will most likely never read the full tender response you’ve submitted.

This type of audience is usually time poor with limited availability. They are looking for your high-level solution and need to be quickly convinced of your key messages and proposition. They will most likely read the executive summary, letter of introduction, or quickly scan through the document. It is important to make sure the layout and formatting of your bid highlights the win themes and key points, in a way that captures the attention of this audience. Pull-quotes, larger font, diagrams and infographics work well for this audience.

The world of pitching can be a juggling act. Balancing a detailed compliant response and ensuring it’s visually compelling whilst meeting the needs of different audiences requires careful planning and consideration.

Our PitchThis experts help navigate the tender process by offering a complete service ranging from initial development and structuring to submitting the bid and presentation – to help ensure you impress the different audiences who will be involved in the decision-making process.

Find out more about our Bid Management Services here.

PitchThis can provide a range of business consultancy, training and mentoring services to assist with your bidding and business development needs. GET IN TOUCH with our team today for a no obligation 15-minute consultation.


Related Posts

10 common mistakes we see on bids

Many businesses are frustrated with the pitching/tender process. It can be confusing, time-consuming and feel like there’s little control over the outcome. You can find yourself competing in a situation where you know you have a superior product or solution, but your tender is just not getting across the line.

Read More »