Bruce Milligan, Vice President of Marketing at Citizant, discussed how the company implemented GovWin CRM to improve its business development pipeline management. Key points include: 1) Citizant was previously using multiple point solutions that hindered data sharing across the sales lifecycle. GovWin CRM consolidated these systems into a single platform tailored for government contractors. 2) GovWin CRM provided capabilities for end-to-end pipeline management like opportunity tracking, capture management, and proposal development that improved collaboration. 3) Since implementing GovWin CRM, Citizant has seen measurable impacts like growing its pipeline from $250 million to $960 million in one year and increasing time spent in CR

1. Citizant Case Study:
Increasing Pipeline
With CRM and Market
Intelligence
Bruce Milligan
Vice President, Marketing
Citizant
February 23, 2012

2. Agenda
 Introduction
 Michael Hackmer, Senior Community Manager, GovWin, Deltek
 Chris Gildea, Sr. Director, Sales, Deltek
 Building Pipeline Quality and Volume with
GovWin
 Bruce Milligan, Vice President, Marketing, Citizant
 Q&A
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3. Bruce Milligan
Vice President, Marketing, Citizant
As Vice President of Marketing, Bruce Milligan is responsible for developing and leading
the marketing, communications, and sales support operations of Citizant in support of
the company’s plan for strategic growth. Milligan also oversees the company’s internal
IT group, as well as the facilities and real estate functions.
He joined the company in February 2007, at which point he assumed responsibility for
the company’s branding program and began leading the company’s marketing and
communications agencies. Milligan reports to CEO Raymond Roberts.
With 20 years of marketing and communications experience in the technology industry,
he previously served as senior director of communications for AOL’s corporate services
groups, including HR, Legal and Finance. Milligan also oversaw internal communications
programs for the AOL’s brand strategy and compliance programs.
He first joined AOL after serving as director of corporate communications for Redgate
Communications, the pioneering interactive marketing company owned by Ted Leonsis,
which was acquired by AOL in 1994. Milligan also represented marketing as a senior
officer for two Internet startup companies in Research Triangle Park, N.C., and has
consulted on interactive marketing and communications solutions with dozens of
business-to-business technology companies of all sizes.
Milligan is a strategic advisor to several start-up companies, including NewVision Health
in Virginia and FullSteam Brewery in North Carolina, and has advised several non-profit
organizations on growth strategy, management, marketing, and communications. He
has a bachelor's degree in Communication from the University of Alabama.
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4. Building Pipeline
Quality and Volume
with GovWin
Bruce Milligan
Vice President, Marketing
Citizant

5. Keys to Growth at Citizant
 Increase speed and quality in Sales, Staffing, and Service
 In BD, pipeline management is critical:
 Identifying opportunities
 Managing & sharing data in CRM to increase opportunity quality
 Tracking process & critical success factors to increase P-Win
 Collaborating during Capture to facilitate Proposal development
 Citizant has coalesced around the GovWin toolset for end-to-end
BD lifecycle as the most effective way of pursuing these goals
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6. Snapshot of Citizant
 Full life cycle IT services for the federal government
 Focused on Justice Dept., DHS, Treasury
 Founded in 1999
 2011 Revenue: $29 million (+33%)
 5-yr growth rate: 116%
 93% of revenue as prime contractor
 Graduated from 8(a) in 2009; hope to lose small business status
this year!
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7. Current and future challenges
 Customer intimacy – gathering and sharing knowledge
 Effective capture management
 Strong PDC for strong, rapid response to task orders
 Integration between pipeline and long-range revenue forecasting
 Full life cycle opportunity-to-contract management
 Customer & vendor management vís a vís contracts
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8. A View of the BD Process
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9. Point Solutions Hindered Sharing
Opportunity, Market
& Agency Insights
Opportunity Data
(no customer data)
Proposals
Corporate Finance
AR & AP
Presentations
Operations Reports
Forecasts
File Storage
Contract Data Past Performance
Resumes
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10. Reset: Mapping BD Workstreams
Program Financial & IDIQ/GWAC
Management CMO Systems PMO
Opportunity Capture Proposal Task Order
Tracking Management Development Response
Account
Management
Document Past Perf.
Management Management
Contact
Management
Resume Collaboration/
Management Automation
Partner
Management
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11. Citizant’s New Quest
 End-to-end BD life cycle management system
 Key capabilities:
 Broad, flexible open data structure
 Process automation capabilities
 Integration with MS Office, SharePoint, Outlook
 Integration with INPUT (now GovWin IQ)
 Integration with Costpoint
 Sales forecasting
 Purpose built for government contractors
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12. Evaluating BD Platform Options
Process Automation
Feature
Past Performance
INPUT Integration
Office Integration
Opportunities
Contract Data
Workspaces
Task Orders
Dashboards
Proposals
Reporting
Accounts
Resumes
Contacts
Partners
Capture
Platform
Privia                
GovWin CRM*                
Salesforce                
MS CRM                
SharePoint                
 = No Solution |  = Partial Solution |  = Full Solution
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13. Getting Management Buy-In
 Justification was made easy by the licensing costs alone –
replacing:
 Salesforce.com licenses and required customizations
 Privia annual maintenance
 Contract Analyst upgrades and maintenance
 Equally important – functionality met our business needs
 End-to-end lifecycle management
 The rest is gravy:
 Fewer licenses to track/renew, systems to host, and relationships to manage
 Increased productivity with fewer systems to use
 Better experience for new employees in BD/Capture
 Less out-of-sync data in multiple systems
 Confidence in a partner that is completely focused on our industry
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14. GovWin CRM – Purpose-Built
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15. Easy Integration with GovWin IQ
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16. Easy Integration with GovWin IQ
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17. More Capabilities, Fewer Systems
Program IDIQ/GWAC Financial &
Management PMO CMO Systems
GovWin CRM SharePoint
Opportunity Capture Proposal Task Order
Tracking Management Development Response
Account
Management
Contract Document Past Perf.
Management Management Management
Contact
Management
Resume Collaboration/
Management Automation
Partner
Management
GovWin CRM
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18. Operational Benefits
 More information sharing, accessibility
 100% of opportunities in GovWin CRM
 Authoritative data source for pipeline contribution to LRP
 All licensed users have access to all data
 Fewer systems to manage and integrate
 Replaced Salesforce.com with GovWin CRM
 Sunset Privia, Contract Analyst
 Fewer license pools & renewals to manage
 Effective for BD & Operations staff
 Fewest possible systems for managing data
 Clarity for new employees from purpose-built systems/templates
 Less time managing data in duplicative systems – more focus on customers!
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19. Measurable Impact
 Pipeline has grown from $250 million to $960 million in 12 months
 Total pipeline management vs. discrete opportunities
 Integration between CRM and LRP increases strategic impact
 Pipeline quality has grown “immeasurably”
 More complete and accurate opportunity data
 Customizable fields for relevant categorization
 Easy reporting creates visibility and accountability
 Time spent in CRM has grown from “when I can” to >1 hour daily
 Intuitive design encourages regular use
 CRM-to-Outlook integration allows easy updates to core data
 100% of pipeline review meetings now managed within CRM
instead of Excel spreadsheets
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20. Learn More
Call 888-994-6788, email
info@govwin.com or visit
govwin.com/crm to learn more about
how GovWin CRM can help you
increase win rates and grow pipeline.
Resources
•White Paper: When
Should Government
Case Study: NCI
Contractors Invest in a •Demo: GovWin CRM
Information Systems, Inc
Business Capture
Solution?
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21. Questions?
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