On this page
Overview
Why Win Themes Matter
Add a New Win Theme
Manage and Edit Win Themes
How Win Themes Are Used
Best Practices
Overview
The Win Themes feature allows you to define and manage the key differentiators that position your organization as the best choice for the customer. Win Themes capture your organization’s strengths, experience, and unique value proposition, ensuring consistent messaging throughout the proposal.
Win Themes inform proposal generation, including the Proposal Outline and Pink Team Draft.
Navigate to Proposals → Win Themes to begin.
Why Win Themes Matter
Win Themes help ensure your proposal clearly communicates your organization’s strategic advantages.
They help teams:
Capture and preserve key differentiators
Align proposal messaging with customer mission and priorities
Ensure consistent positioning across all proposal sections
Strengthen proposal competitiveness
Reinforce value throughout the proposal lifecycle
Effective Win Themes focus on customer benefits, measurable outcomes, and mission alignment.
Add a New Win Theme
Navigate to the Win Themes tab and scroll to the Add New Win Theme section.
Enter the following information:
Title
Provide a clear and concise name for the differentiator.
Description
Describe how your organization delivers value and supports the customer’s mission. Focus on outcomes, benefits, and measurable impact.
Tags (optional)
Add tags to organize and filter Win Themes by category, such as:
Staffing
Technical capability
Past performance
Innovation
Cloud
Click Add Win Theme to save.
Manage and Edit Win Themes
Saved Win Themes appear in the Win Theme Management section.
From this section, you can:
Review existing Win Themes
Edit Win Themes
Delete Win Themes
Maintain consistent proposal messaging
Win Themes can be updated at any time during proposal development.
How Win Themes Are Used
Win Themes support:
Proposal Outline generation
Technical and management volume messaging
AI-assisted proposal content generation
Pink Team Draft creation
This ensures strategic differentiators are consistently reflected throughout the proposal.
Best Practices
Create Win Themes early in the proposal process
Focus on customer benefits, not internal capabilities
demonstrate differentiation to the customer.
Users can enter titles, descriptions, and tags for each Win Theme.
Win Themes are later tied into the outline and Pink Team draft.