What Is Bid Management?
For a variety of businesses, bidding for public or private sector contracts is how they gain new clients and expand. Bid management involves overseeing the entire tender process for a business. Bid management is the process of how a business responds to a tender or formal opportunity.
In order to do this successfully, having someone in charge of bid management is key - whether that is just one individual within a business or someone who manages a large team of bid writers.
For SMEs and micro businesses, the role of a bid manager is unlikely to be someone’s main title and is more likely to be something they project manage as and when potential opportunities arise. This can be anyone from directors through to PAs, administrators or managers.
In larger businesses, however, a typical bidding team can include a bid director, bid manager, bid writers, a bid coordinator and designer. Both team sizes have their benefits - larger teams definitely have their pros as each member can provide a unique viewpoint. On the flip side, having only one person as the bid manager and writer in smaller businesses can also be an advantage, allowing for more agility and a streamlined process (whilst juggling their day job).
What does a bid manager do?
A bid manager’s job is to oversee the entire bidding process, right from selecting relevant bids through to managing the team who will be writing them. Bid managers will also contribute to the bid where relevant.
It is essential that a bid manager has a deep understanding of the commercial and operational aspects of a business. This supplies them with the knowledge they need in order to write some parts of the bid and select the best-suited contributors that can enhance the bid with their own knowledge and specific information.
Bid managers also need to understand what the tendering organisation is looking for in order to create a bid that will really prove why your company should be successful in securing the tender project.
Bid Management Skills
Before even putting words to paper, any good bid manager will do their research. This can include:
Organisation
This is absolutely key in bid management. Bid managers will be in charge of organising relevant contributors and ensuring everything is complete on time. With multiple bids at any one time, bid managers will need to be on the ball and know how each project is progressing.
Communication
As a bid manager, your job is to communicate to the buyer why you are the best fit for their needs and ultimately influence their decision. You’ll be taking technical jargon and translating this into layman’s terms. You will also need to communicate consistently with your team to make sure everything is running smoothly.
Good people skills
As you’re likely to be dealing with a lot of people, great interpersonal skills are important. You’ll need to chase up contributors without being afraid of rejection, even if these are senior members of management who already have a large workload. As a manager, your job is to lead a team, so it’s essential that you can all work towards the same goal.
High attention to detail
Thoroughly checking bids before they are submitted can either make or break your application! Some teams may have a designated proof-reader, but most commonly bid managers have the final sign off. Often, they require official approval from the Managing Director or Board before the bid is submitted. Removing any missed spelling errors or editing notes that have been left in will ensure your bid looks as professional as possible.
Bid Management Process for Writing Tender Responses
- Start with an excel sheet: This is an excellent tool for organising key information and structuring your response.
- Extract key information: Carefully read through the tender pack and extract key points (cut and paste). This may include:
- Requirements and Preferences: Identify the specific needs and preferences stated by the buyer.
- Challenges and Risks: Note any potential challenges or risks highlighted.
- KPIs: List the key performance indicators required.
- SLAs: Include the service level agreements mentioned.
- Timeframes: Document the deadlines and schedules.
- Implementation and Mobilisation Considerations: Outline the expectations for implementation and mobilisation.
- Assess compliance: Use a column to confirm if you meet the requirements.
- Gather evidence: In the next column, list the evidence that supports your compliance.
- Highlight added value: Next you need to focus on how you can exceed the requirements. Highlight parts of your solution that add significant value, considering the scoring criteria for top marks.
- Anticipate quality questions: Use the final column to link the information to likely quality questions that may appear in the tender.
Bid Management Tips
1. Create a writing plan / ‘style guide’
This should be distributed to all team members and will include details such as writing style, tone of voice, font and text size. This will guarantee a clean looking application. For external contributors, they may send you back their copy in a Word document that does not adhere to these guidelines, therefore it’s important that when this is copied into the bid, it fits the style you have outlined.
2. Prepare and plan
Breaking down a bid into bite-size chunks will help you to set deadlines for different contributors. This will make sure the bid is completed on deadline while allowing time for any necessary final reviews from contributors or senior management.
3. Try to get creative with design
The more engaging you can make your bid look, the better. Flow charts, organisational structures and diagrams can break down big chunks of writing and help the buyer to visualise your information better.
4. Hold regular meetings
Regular team meetings will ensure that your team is aware of the status of different bids, as well as what needs doing and when. Regular meetings also allow for any new ideas and solutions to be brought to the table.
Interested in bid mentoring?
Click hereExamples to Demonstrate the Importance of Good bid Management
This case study highlights the importance of having a dedicated and skilled bid manager who can make a significant impact on the quality and success rate of your bids.
Bid management process and bid/no-bid decisions
Company X, a software development firm, had a win rate of 20% and submitted bids for an average of 50 tenders per year. However, they lacked a structured bid management process and often made bid/no-bid decisions based on gut instinct rather than data-driven insights.
To address this issue, the company implemented a formal bid management system that included a thorough evaluation of each opportunity. By analysing factors such as client requirements, competition, and the company's capabilities, they were able to make informed bid/no-bid decisions.
Upon reviewing their data, they discovered that out of the 50 tenders they bid for annually, 15 of them were not well-suited for their business. By eliminating these unsuitable opportunities and focusing their efforts on the remaining 35 tenders, they significantly improved their win rate and return on investment (ROI)! Winner winner!
Integrate with your Bid Strategy
Bid strategy is the key tool in bid management, ensuring you have a well-developed win themes sheet and a strong storyboard. This comprehensive approach helps bid writers plan effectively, incorporating relevant details from the specification, added value propositions, and supporting evidence. It also enhances quality assurance during the bid review process.
Avoid merely listing the specifications in your proposal. This can waste valuable word count. Instead, confirm compliance, use specific examples, and explain how your solutions will operationally improve the client’s situation. Address their pain points and clearly demonstrate your expertise.
By adopting this approach, you achieve:
- A high-quality, non-generic bid response
- Compliance that exceeds the buyer’s requirements
- Answers structured around achieving top quality scores
- A robust framework for bid reviews
- A practical guide for delivery upon winning the bid
If you have any questions or need further support from our bid writing services team, feel free to reach out to us at Hello@thorntonandlowe.com. We're here to help you succeed with your bid management process!
Need a new bid manager?
Contact usBid Management Tools and Software
There are various resources and bid software that can assist with bid management, such as:
1. Tender pipeline
We have created an easy-to-use tender search engine that allows users to search for specific contracts in their area. Just type your contract type and location to see a variety of results. You can take a look at who has won tenders, when they did and when they might come up for tender again.
2. Bid and tender library
Many of our clients ask us to develop or redevelop their core bid library of information and bidding collateral.
As part of our gap analysis, we will assess your previous bids and their requirements. We’ll use our best practice sections to ensure when a contract is advertised you spend time tailoring your information and adding value, rather than having to find it.
This allows our clients to quickly work from a stronger and up to date set of information which is tailored and developed for their business requirements.
3. Training
We have designed a range of practical bid writing training courses delivered across Manchester, London and Birmingham that are designed to help you write a clear, concise, competitive and compelling bid, whilst earning you CPD points.
We have also invested time and resources into developing our training, which has been recognised by the institute of Leadership and Management.
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Have a question?
Contact usWhy Is Bid Management Important?
Bid management is important because bid writing can be a time-consuming process with various contributors involved, so it is essential that this is managed correctly in order to create a winning bid for your organisation.
Bid management can prove frustrating for businesses who do not have a sole bid manager - the individual who does this as well as their day to day job can find the process difficult to manage. It can be stressful to liaise with relevant team members who already have heavy workloads and often short deadlines can make the task seemingly impossible.
One way to aid this process is to partner with a bid management business with a strong team of tender writers who will work closely with you throughout the process to ensure you stand out from your competitors. At Thornton & Lowe, our bid management consultants have over a 75% win rate and will project manage bids end-to-end. We have been in business for over a decade and have worked with a variety of industries including construction, recruitment, transport, healthcare and more.
What Does Effective Bid Management Look Like in Practice?
When people search for “bid management,” they’re often trying to understand what it means in real terms - what it looks like when done well, and what impact it has on success rates.
Effective bid management is more than just meeting deadlines. It’s about having a structured, repeatable process for identifying opportunities, allocating resources, producing high-quality content, and submitting winning bids.
Key characteristics of strong bid management include:
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Clear ownership – each bid has a designated lead responsible for delivery and sign-off
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Defined processes – from opportunity qualification to submission and post-bid review
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Efficient collaboration – subject matter experts, writers, and reviewers working to a shared plan
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Use of data – bid/no-bid decisions based on success rates, client fit, and scoring history
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Continuous improvement – using feedback to strengthen future submissions
A strong bid management process and skillset can transform your win rate by ensuring consistency, reducing last-minute stress, and allowing more time to focus on strategy and value - not just compliance!
At Thornton & Lowe, we work with clients to improve their internal bid management processes or provide full end-to-end support. Whether you're new to bidding or want to increase your success rate, our team is here to support you.
Ultimate Bid Management FAQs
General Questions for Bid Management
What is bid management?
Bid management is the process of planning, writing, reviewing and submitting competitive proposals to win contracts. It covers the entire journey from spotting an opportunity to delivering the final bid document. At its heart, bid management is about telling your company's story in a way that resonates with the client and shows them you're the right partner for their needs.
Why is bid management important?
When done well, bid management transforms how companies win work. Rather than rushing last-minute submissions, a structured approach ensures your proposals speak directly to client needs. Companies with strong bid management find they win more often because their proposals are clearer, more compelling, and better aligned with what clients are actually looking for. Over time, this methodical approach saves money by focusing efforts on winnable opportunities.
Who should be involved in bid management?
The most effective bid teams bring together diverse talents. A bid manager typically orchestrates the process, while subject matter experts provide technical knowledge. Writers shape the narrative, reviewers offer fresh perspectives, and senior leadership provides strategic direction and final sign-off. On smaller bids, you might see people wearing multiple hats, but having this range of input helps create balanced, thorough proposals.
Bid Management Process
What are the main stages of bid management?
The bid process flows from initial decision-making through to final submission. It begins with a thoughtful bid/no bid decision where you weigh up the opportunity. If you decide to proceed, you'll move into planning and kick-off, setting the direction for everyone involved. Content development follows, where your team crafts the response. Multiple review cycles help refine the document before it receives final approval. After production and submission comes one of the most overlooked but valuable stages: the lessons learned session, where you capture insights for next time.
How do we decide whether to bid?
The bid/no bid decision shapes everything that follows. Look closely at how well your capabilities match what the client needs. Consider your relationship with them—have you worked together before? Do they know you? Assess whether you have the people, time and resources to create a quality submission. Think about who else might bid and how you compare. Finally, examine the potential value and profit. A good decision here prevents wasted effort on opportunities with little chance of success.
What goes into a bid plan?
A proper bid plan serves as your roadmap. It should outline key submission dates and internal deadlines that give you enough time for quality work. Clarify who's responsible for what, so everyone understands their role. Map out exactly what content you need to create and when reviews will happen. Include your winning themes and overall strategy that will run through the bid. Be realistic about the resources needed—both people and time—to deliver a competitive proposal.
Writing Effective Bids
What makes a winning bid?
Winning bids stand out by speaking directly to the client's world. They answer questions fully and clearly, demonstrating that you genuinely understand what the client is trying to achieve. Instead of generic solutions, they offer specific approaches tailored to the client's situation. They back up claims with evidence and examples that prove capability. And importantly, they're written in clear language that's easy to follow and evaluate.
How do we make our bids stand out?
The most memorable bids cut through the noise with plain, direct language instead of industry jargon. They include relevant case studies that show you've solved similar problems before. Well-designed visuals and diagrams break up text and explain complex ideas simply. They demonstrate client-specific understanding by addressing their particular challenges. Above all, they clearly explain what makes your approach different and better than others.
How should we handle pricing in bids?
Pricing deserves careful attention in any bid. Be upfront and transparent about costs, breaking them down in a way that makes sense for the client. Show how your pricing connects to the value you'll deliver, rather than just listing numbers. Explain any assumptions you've made so there are no surprises later. Most importantly, ensure your pricing section aligns with the promises and approaches described in the rest of your proposal.
Reviews and Bid Quality Assurance
What types of reviews should we conduct?
Effective review processes catch issues before they reach the client. Start with technical accuracy checks where experts verify that your solutions are sound and achievable. Compliance reviews ensure you've answered everything required in the tender. Red team reviews bring in fresh perspectives from people not involved in writing the bid. Editorial reviews maintain consistent tone and messaging. Finally, senior leadership reviews ensure strategic alignment before submission.
How can we improve bid quality?
Bid quality improves dramatically when you start the process early rather than rushing. Develop templates and style guides that create consistency across all your proposals. Build a library of proven content that works well, so you're not always starting from scratch. Gather feedback from both winning and losing bids to understand what resonates with clients. Invest in regular training for your bid team to keep developing their skills and knowledge.
What common mistakes should we avoid?
The path to bid failure is littered with common missteps. Last-minute rushing leads to errors and weak content. Generic copy-pasted sections fail to address the specific client's needs. Missing requirements or evaluation criteria can disqualify even otherwise strong bids. Focusing too much on your company's achievements rather than client outcomes misses the point of the bid. Poor presentation and formatting make even good content difficult to evaluate.
Bid Tools and Resources
What tools help with bid management?
The right tools can transform your bid process. Document management systems keep everything organised and accessible. A well-maintained bid library or content database provides tested, successful content to adapt. Project management software helps track progress and deadlines. Document automation tools speed up formatting and consistency checks. Collaboration platforms enable remote teams to work effectively together on complex proposals. See our AI Bidding Software.
How do we capture lessons learned?
Learning from experience sets apart the best bid teams. After each significant bid, gather the team for a focused discussion about what went well and what could improve next time. Document these insights somewhere accessible, noting both process improvements and content that worked particularly well. The key is then actually using these lessons to refine your approach for future bids, rather than filing them away and forgetting.
How can we make the bid process more efficient?
Efficiency comes from thoughtful process design. Create a bank of reusable content that you can adapt rather than starting from zero each time. Establish clear roles so people know exactly what they're responsible for. Develop checklists and templates that ensure consistency and completeness. Plan review cycles carefully to avoid bottlenecks. Perhaps most importantly, build in enough time for proper quality checks - rushing at the end undermines all your earlier good work.
