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 strengths, experience, and unique value proposition, ensuring consistent messaging throughout the proposal.
Win Themes inform downstream proposal content, including the Proposal Outline and Pink Team Draft.
Navigate to Proposals → Win Themes to begin.
How are Win Themes Created?
There are two ways to create Win Themes:
Option 1: Automatically via Document Package (Recommended)
If you started with Document Package, Win Themes may already be generated as part of the workflow.
In this case:
Review the generated Win Themes
Refine messaging to align with your strategy
Add or remove themes as needed
Option 2: Create Win Themes Manually
If you did not use Document Package, or want to add additional themes, you can create them directly in this tab.
Why Win Themes Matter
Win Themes ensure your proposal clearly communicates your organization’s strategic advantages.
They help teams:
Capture and preserve key differentiators
Align messaging with customer mission and priorities
Ensure consistency 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:
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)
Use 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 here, you can:
Review existing Win Themes
Edit content and messaging
Delete Win Themes
Maintain consistent positioning across your proposal
Win Themes can be updated at any time during proposal development.
How Win Themes Are Used
Win Themes are applied throughout the proposal to ensure consistent messaging and positioning.
They support:
Proposal Outline generation
Technical and management volume messaging
AI-assisted proposal content generation
Pink Team Draft creation
This ensures your differentiators are consistently reinforced across all sections.
Best Practices
Create or refine Win Themes early in the proposal process
Focus on customer benefits, not internal capabilities
Tie each Win Theme to measurable outcomes or mission impact
Keep messaging clear, concise, and repeatable across sections
Review AI-generated themes to ensure they align with your capture strategy