If opportunity capture strategy development reveals that your company likely cannot do a better job than the incumbent, what is the best course of action?

When an opportunity capture strategy indicates that your company is unlikely to outperform the incumbent, the most strategic approach is to not compete for the contract. This choice reflects a business acumen that recognizes the limits of your capabilities in comparison to a well-established competitor. Instead of wasting resources on an uphill battle, it allows your organization to refocus its efforts on more promising opportunities where it can leverage its strengths effectively.

Not competing prevents the risk of damaging your organization's reputation by pursuing a contract you cannot realistically win. Additionally, it helps maintain a positive relationship with the customer, as entering a competition where you don’t stand a chance can lead to frustration on both sides. This approach allows for a more sustainable strategy where the organization can concentrate on areas that align with its core competencies and enhance its competitive edge in future opportunities.