In the fast-paced world of marketing and proposal development, we often assume that everyone is speaking the same language. After all, we use the same terms—Proposal Manager, Capture Strategy, Win Theme, Color Team Review—so we must all mean the same thing, right?

Not quite.

🚧 The Problem: Assumed Understanding

One of the most common (and costly) breakdowns in proposal and marketing teams is the assumption that terminology is universally understood. But in reality, the same term can mean vastly different things depending on the organization, the industry, or even the individual.

Take “Proposal Manager,” for example:

• In one firm, this role might lead the entire pursuit, from capture through submission.
• In another, it might be limited to formatting and compliance checks.
• Somewhere else, it might be a hybrid of marketing, writing, and coordination.

The same goes for terms like:

• Capture Strategy – Is it a formal, documented plan? Or just informal intel gathering?
• Win Theme – Is it a single sentence? A set of differentiators? A messaging framework?
• Color Review – Does everyone know what a “Pink Team” is? Or a “Gold Team”?

📚 Standards Help—But Only If You Use Them

Frameworks like Shipley and APMP best practices offer valuable structure and shared language. But not everyone uses them—or uses them the same way. Even within Shipley-trained teams, interpretations can vary.

That’s why it’s not enough to reference a standard. You need to define what it means in your context.

✅ The Solution: Define, Align, Repeat

Here’s how to avoid confusion and keep your team aligned:

1. Define Roles and Terms Clearly
   Don’t assume everyone knows what a “Proposal Lead” or “Capture Manager” does. Spell it out.
2. Create a Shared Glossary
   Especially helpful for onboarding new team members or working across departments.
3. Clarify Expectations Early
   Before the kickoff meeting, make sure everyone understands their role and the terminology being used.
4. Use Visuals and Process Maps
   Sometimes a simple diagram can eliminate a lot of confusion.
5. Encourage Questions
   Create a culture where it’s okay to ask, “What exactly do you mean by that?”

💬 Final Thought

In marketing and proposals, clarity is everything—not just in what we write, but in how we work together. Don’t let assumptions derail your strategy. Define your terms, align your team, and watch your win rate rise.