The pitching and tendering landscape has always played a big role in shaping the work of professional services marketing teams. Sometimes, those pitches will fall on the shoulders of the generalist marketer or, in larger firms, to specialist pitch and bids teams. But either way, firms have to play by the same rules.
Increasingly, pitch opportunities, whether in the private or public sector, are formulaic, with firms having to meet certain demonstrable (and scoreable) criteria against a rigid framework. There is little room for firms to demonstrate personality, their approach – the bits that are messily human.
It is no surprise, therefore, that AI is reshaping the way clients put work out to tender and how firms respond.
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