Running on the SF330 Treadmill
There it is, projected on the screen in front of you. Striding toward it, snippets of the form's instructions fade in and out. You swipe at the sweat... and an agency POC voices her interpretation.

You glance sideways at the marketer running on the next treadmill. He shrugs his shoulders. When you return your focus to the form, there's your technical leader protesting that the working relationship has never mattered in the past. Meanwhile, on your shoulder, an angelic marketer exhorts, "Tailor, tailor, tailor," while the devilishly charismatic one whispers, "Just ignore that requirement. They don't really mean it." You shake your head, ramp the treadmill slope up a couple notches. Now there's an apparition of your CEO rapping, "Enter the market, get the work, displace the competition," while the CFO burns DCAA auditors in effigy and corporate counsel proposes contract language no one will sign...

What a workout! The SF330 has been in play for three months now, and it is still generating questions—from firms and from agencies. While the selection process hasn't changed, the information requested by agencies and submitted by firms is making both sides of the table continue to question what is expected. Many agency divisions have not yet requested an SF330 submittal. Numerous firms have not yet submitted one. Still, the form is here to stay, and nearly every firm will be asked to prepare one at some time.

While the form's instructions are clearly written, we tend to read them through rose-colored SF254/255 eyes. We find ourselves trying to complete the SF330 using the same information and approach we used on its predecessor. We shoehorn a paragraph of text describing our PM's management approach into Block E18. We include our faithful boilerplate responses to the evaluation criteria in Section H. Then again, some of us present a team with mediocre qualifications simply because it allows us to fill in all the blocks on the Section G matrix.

What really is expected of us? How can we truly differentiate ourselves? Where is the federal market headed? What trends are they following? How do we research an agency? How do we develop a relationship with them? Does it really help? Why is there so much emphasis on small business utilization? What are all of these acronyms? Does the FAR really apply to us?

The federal marketplace offers a wealth of opportunity. But a firm is no more successful responding cold to a FedBizOpps notice than it is popping up unannounced in front of a corporate prospect. And doing business in the federal realm involves different business policies and procedures, as well as corporate infrastructure that is much more efficiently put in place at your pace than in a panicked effort before a contract can be signed.

Fortunately, your questions about the federal procurement process can be easily answered. ZweigWhite and SMPS have joined forces to offer a one-day crash course on how to successfully compete for work in the federal market: SF330 Fast Track and 2004 A/E Government Marketing Trends. Held in 12 locations around the country earlier this year, the course is being reprised by SMPS Fellow and author of The Insider's Guide to SF330 Preparation, Nancy Usrey, in Minneapolis (11/9), Chicago (11/11), Rochester, NY (11/16), and Charlotte, NC (11/18). Sandwiched between the morning session on federal marketing issues and the detailed afternoon session on the form itself, Nancy facilitates a luncheon panel discussion featuring federal agency representatives.

Following the seminar workout, you'll stop sweating bullets. You'll feel powerfully energized. Marketing aerobics and writing calisthenics will be like a walk in the park, a stroll along the beach, the gentle flick of a fly rod... hey, who moved my cheesy fantasy?

For more information on the SF330 Fast Track and 2004 A/E Government Marketing Trends, or to register, visit www.zweigwhite.com/events/sf330.

"I picked up many tips beyond the expected response on the form."

"The program was very in-depth which we all needed! It answered all of the questions I had going into this seminar."

"Good insights, plain speaking, lots of detail; great reference resources."

"The lunch panel format was excellent and interactive. Nancy was a fantastic mediator."

"Nancy makes a boring subject seem interesting."

"The thoroughness of the presentation helped me understand the finer points of the SF330."

"Nancy explains complex issues in a simplistic way we can all understand."

"I learned about items I have not heard of in the four years that I've been working in the A/E/C industry."

"Good insight on what is expected from us by the federal agencies."

"The morning session should have been a day seminar in itself!"

"I got a lot of information I did not have... I found the information informative and helpful, giving me ideas for my own firm's marketing."

"This seminar was well worth the time and money."

"The content was outstanding and comprehensive."

"Exceptional seminar. I don't think I've ever attended one that has hit the nail on the head so squarely for exactly what was stated in the announcement. Informative, energetic, and inspiring. Thank you from the bottom of my corporation's heart!" [ return to top ]