GAIN 2024: Marketing + Proposals - A Winning Team

Win more contracts by aligning marketing and proposals into one seamless strategy.

Presenters: Kathy Chiao, Marketing Manager, Excella, Anatalia Macik, CP, APMP, Director of Proposal Operations, Excella

Marketing and proposal teams are often treated as separate functions, but in the federal space, they are most effective when they operate as one. In this session, Kathy Chiao and Anatalia Macik explore how aligning these teams creates a more seamless path from early engagement to contract award.

You will learn how marketing builds the foundation through messaging, content, and lead nurturing, while proposals deliver the final, persuasive case. The session outlines practical ways to collaborate across research, messaging, and content development, along with best practices for communication, shared workflows, and feedback loops that strengthen both efforts and drive more consistent results.

This course was delivered at GAIN 2024. GAIN is the premier
B2G Marketing Conference, presented by GovExec.

How to align marketing and proposal teams around shared goals and outcomes
The role marketing plays in preparing leads for the proposal process
How proposals build on marketing efforts to deliver a final, persuasive pitch
Ways to collaborate on research, personas, and competitive insights
How to leverage marketing assets like case studies and content within proposals
The importance of feedback loops to improve both marketing and proposal performance
Best practices for communication, cross-functional meetings, and workflow alignment