The Stargazy Brief: Proposals & RFP Win Strategy

Christina Godfrey Carter
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We speak to proposal and revenue leaders about how to win competitive Requests for Proposals. We’re the intelligence network for modern proposal and capture professionals, bringing clarity, community, and competitive advantage to a space overloaded with bad advice.

  1. Jun 24

    How Winning Bid Teams Use Procurement Data as Leverage ✹ John Witt @Stotles

    The bid you win was decided long before you opened the document. John Witt, Co-Founder and CEO of Stotles, audited government procurement for six years before building a platform that reads the public sector market for revenue teams. In this episode he splits bid teams into two groups: the ones who use data to get leverage, and the ones who use it to do research. We cover the data most teams ignore, why frameworks are a licence to drive with no car attached, and the question that should kill half your bids before you start writing. ✹ Why 92% of suppliers now use AI to draft bids, and why that stat hides what actually wins ✹ Document intent data: the meeting minutes, FOI requests, and strategy docs that signal demand 18 months early ✹ How to read an incumbent and know when a contract is already lost ✹ Why qualification should be scored like a sales funnel, not a gut call For revenue leaders, heads of bid, and anyone selling into government who is tired of losing bids they should have walked away from. We'll see you at http://www.stargazy.io

    35 min

  2. Jun 16

    Proposal Automation Software isn't One-Size-Fits-All ✹ Jasper Cooper, CEO of AutoRFP.ai

    We cover where the human in the loop is disappearing, when buying software beats running on Claude and a spreadsheet, how to answer a CISO who has banned AI, and what happens to win rates in 2027 when every team automates at once. This is Jasper's second time on The stargazy Brief. He spent more than a decade running enterprise sales and RFP processes before building AutoRFP.ai, and has worked with over 200 companies moving off legacy systems. ✹ Test the import of your messiest documents and the branded export before you trust the middle ✹ Go/no-go, first drafts, and fact-checking are already automated; SMEs are often a safety blanket teams do not need ✹ Volume and FTE-hours are the two signals that tell you when to buy ✹ Zero data retention, zero training, and data residency are the questions that unblock AI in a compliance-heavy sale For heads of proposals, CROs, and solution engineering leaders deciding what to buy and why the last tool did not fix what it was supposed to.

    36 min
  3. Why Buyers Score Trust, Not Just RFPs, with Greg Ellis (Zendesk)

    May 19

    Why Buyers Score Trust, Not Just RFPs, with Greg Ellis (Zendesk)

    What are enterprise buyers actually scoring during a proposal, beyond the document itself? Greg Ellis, Senior Solution Consultant for enterprise deals at Zendesk, ran proposal operations at Fujitsu, Freshworks, and OneTrust before moving into technical sales. In this episode he sits with stargazy founder Christina Carter to map the gap between proposal teams and solution consultants, and why that gap costs deals long after the RFP is submitted. ✹ The dilution effect: why working on fewer bids almost always wins more ✹ Why a 40% price drop without a commercial breach reads as broken trust, not benevolence ✹ The 18-month rule for turning a lost bid into next year's pipeline ✹ What "just send the previous proposal" actually costs your weekend For proposal managers, solution consultants, and revenue leaders who suspect the centrifuge model of the bid is what is breaking their win rate.

    42 min
  4. How to Win RFPs in B2B Enterprise — with Kristina Nolan (HubSpot)

    Apr 30

    How to Win RFPs in B2B Enterprise — with Kristina Nolan (HubSpot)

    What an RFP reveals about a buyer often hides in plain sight. Kristina Nolan, Proposal Strategy Manager at HubSpot, knows what to look for. In this episode of the stargazy brief, Kristina draws on a career spanning operations, finance, and revenue execution to unpack what makes proposal teams a strategic asset, not an internal print shop. She and Christina Carter cover signal-reading inside an RFP, qualification discipline, the limits of AI in proposal writing, and why executive sponsorship changes deal economics. Highlights: ✹ Why no-go rate matters more to a CRO than win rate✹ How to read competitor language and procurement signals in an incoming RFP✹ The 80/30 gap: AI gets you compliant, not compelling✹ How HubSpot uses executive sponsorship and title-matching on RFP deals✹ Why proactive, prescriptive proposals are the offensive capability most teams ignoreBeyond the metric debate, Kristina explains how AI is moving the proposal function from defensive responder to offensive prospector, and how proposal leaders can earn the trust and resourcing they need from revenue leadership. For revenue leaders, proposal directors, and practitioners who want to think about RFPs as commercial discipline.

    31 min
  5. Why Bid Teams Are Your Biggest Revenue Lever with Matt Light (Acela Health / APMP UK)

    Apr 14

    Why Bid Teams Are Your Biggest Revenue Lever with Matt Light (Acela Health / APMP UK)

    Bid and proposal teams generate up to half of all organizational revenue. So why are most of them still treated like admin? Matt Light is Director of International Proposals at Acela Health and Deputy CEO of APMP UK. He has built proposal teams that consistently hit 80%+ win rates across healthcare and public sector. In this conversation, Christina and Matt dig into what separates strategic bid functions from compliance-driven ones, and what it takes to get bid professionals into the rooms where decisions happen. ✹ The revenue data that should make every CFO pay attention to their proposal team ✹ Annual birthday reviews: a rebid strategy that prevents incumbency complacency ✹ Why 82% of high performers promoted to leadership fail within two years, and what bid leaders can do differently ✹ How to use the language of risk to get ethical no-bid decisions past the C-suite If you lead a bid or proposal team, manage proposal professionals, or sit in a revenue leadership seat, this episode shows you exactly where the leverage is.

    56 min
  6. Your Proposal AI Is Fast. So What! With Manisha Raisinghani (SiftHub)

    Mar 31

    Your Proposal AI Is Fast. So What! With Manisha Raisinghani (SiftHub)

    The biggest fear pre-sales leaders have about AI isn't job loss. It's being blamed when the AI is confidently wrong and nobody catches it. Manisha Raisinghani, Co-founder and CEO of SiftHub, interviewed over 200 sales and pre-sales leaders before building her platform. In this episode, she and Christina Carter dig into why trust, not speed, is the real design principle for AI in deal-critical workflows, and what that means for how you evaluate, implement, and measure proposal technology. ✹ Why percentage confidence scores (78%, 85%) give reviewers nothing actionable, and how a red/yellow/green system tells SEs exactly where to spend their time on a 500-question RFP✹ How one SiftHub customer saw deal stage advancement jump from 65% to over 90% by improving response quality, not speed✹ The concept of a persistent deal graph: why your AI layer should span the entire deal cycle, not end at the questionnaire✹ Why the proposal leader of the future is an agent manager, training and tuning AI agents the same way you'd manage a team of fast junior analystsWhether you run a proposal team, lead pre-sales, or sit in a CRO seat wondering why your AI investment hasn't moved win rate yet, this conversation will reframe how you think about what good looks like.

    37 min
  7. When to Protest a Bid (And When to Walk Away) with David Timm, Bernd Foreman

    Mar 17

    When to Protest a Bid (And When to Walk Away) with David Timm, Bernd Foreman

    Most GovCon leaders treat bid protests like a panic button. David Timm, partner at Bernd Foreman and chair of the Federal Bar Association's Bid Protest Committee, explains why that instinct costs money. In this conversation with Christina Carter, David breaks down the three forums for filing protests (agency, GAO, and the Court of Federal Claims), explains why GAO's tightened pleading standard in 2025 has already cut sustained protests to three in early 2026, and addresses the question every contractor should now ask in debriefings: was GenAI used to evaluate our bid? ✹ Pre-bid protests have higher success rates because there's no intervenor with a vested interest in the outcome ✹ The Court of Federal Claims provides less deference to agency decisions than GAO, often reversing outcomes GAO denied ✹ GAO has sustained only three protests in the first two months of 2026 after tightening its pleading standard ✹ AI hallucinations in bid protest filings have resulted in losses in every documented case so far If you lead a GovCon proposal team, run capture, or make bid/no-bid decisions, this episode changes how you think about protest as a strategic option rather than a last resort. ✨ David Timm's Links & Resources✹ David Timm's LinkedIn: https://www.linkedin.com/in/timmdavid/✹ The 2025 GenAI Misuse Report: https://www.burr.com/government-contracting/gen-ai-misuse-in-procurement-litigation✹ Burr & Forman Government Contracts Blog: https://www.burr.com/newsroom/blogs✹ Implications for the procurement system for NCMA: https://content.ncmahq.org/contractmanagement/library/item/march_april_2026/4325685/✹ GAO/COFC Splits: https://mcsmag.com/gao-cofc-bid-protest-splits/✹ Dean Jessica Tillipman (GW Law) on AI in procurement: https://jessicatillipman.com/✹ GAO Bid Protest Decisions: http://gao.gov ✨ Stargazy Links & ResourcesIf you’re evaluating proposal technology or AI tools for a regulated environment, use Stargazy to compare options, see peer insights, and build a shortlist designed around governance and defensibility.✹ Explore vendor profiles and shortlist tools: https://stargazy.io/✹ Join the proposal leadership community: https://stargazy.circle.so/✹ Subscribe to The Stargazy Brief: https://the-stargazy-brief.beehiiv.com/

    42 min
  8. Regulated RFPs: audit trails + defensible AI with Perry Robinson (RocketDocs)

    Mar 10

    Regulated RFPs: audit trails + defensible AI with Perry Robinson (RocketDocs)

    If you lead an RFP team in a highly regulated market, proposal strategy starts with defensibility: where data goes, what’s provable over time, and how approved messaging stays differentiated. Perry Robinson (CEO, RocketDocs) breaks down the risks teams miss when they focus only on hallucinations instead of data flow visibility, contractual control, auditability, retention, and governance. What you’ll learn How to evaluate proposal tech in regulated environments using a defensibility lens The 3 vendor questions that surface real risk: data flow, ownership/control, audit trail How “system of record” thinking changes approvals, retention, and traceability How to prevent AI-assisted responses from drifting into generic, look-alike language How to involve compliance, privacy, legal, and security earlier in the buying process How to reduce SME burden while strengthening governance Chapters00:00 The real compliance risks for regulated RFPs02:40 Governance, control, and AI risk in regulated proposals02:59 The gatekeepers: compliance/security in the buying process03:57 What teams fear vs. what actually matters11:35 Automation that reduces SME burden16:26 Evaluation checklist for regulated teams16:51 3 vendor questions: ownership, data flow, audit trail19:04 Proposal leaders as enterprise knowledge stewards21:36 System of record: retention, approvals, and content libraries28:45 Staying manual: version control, auditability, compliance exposure32:30 Recap: defensibility + differentiation Links RocketDocs: https://bit.ly/4u8lSeH Stargazy (compare proposal tech + build a governed shortlist): https://stargazy.io/ Stargazy community: https://stargazy.circle.so/ The Stargazy Brief: https://the-stargazy-brief.beehiiv.com/ CreditsStargazy x RocketDocs (with Christina Carter)

    33 min
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We speak to proposal and revenue leaders about how to win competitive Requests for Proposals. We’re the intelligence network for modern proposal and capture professionals, bringing clarity, community, and competitive advantage to a space overloaded with bad advice.

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