Lessons from the Win Room

Chris Essex has spent over fifteen years building go to market teams inside cybersecurity companies backed by private equity, helping founders and investors grow businesses through rapid acquisitions and eventual exits. In this episode, he breaks down how the best sales leaders structure a war room, why the RFP response is never the thing you actually win on, and what separates teams that get to the negotiating table from teams that get left as fodder on price. Chris also talks candidly about his most painful losses, why training and methodology are not optional extras, and how AI is changing research without changing the fact that people still buy from people they trust. He closes with the three things he tells every new sales leader to focus on in their first year. Why a war room only matters for the top ten percent of deals, and how to run one properly The difference between winning on paper and winning the relationship How to identify the real decision maker versus the person who just signs off Why AI speeds up research but still can't replace human trust in a sale The biggest mistake sales leaders make heading into year three Three tips for any new sales leader or CRO starting fresh If you enjoyed this conversation, please like, share, and subscribe. Sam and the Shipley Podcasts team I hope you enjoy this episode! If you did, please like, subscribe and share it with someone who'd get value from it. - Sam, Tony, and the Lessons from the Win Room podcast team Connect with us here: Sam Singh: https://uk.linkedin.com/in/samsinghofshipleywins Tony Birch: https://www.linkedin.com/in/tony-birch-1b41742/ Website: shipleywins.nl shipleywins.co.uk shipleywins.in Listen to Lessons from the Win Room on these platforms: Listen on Spotify: https://open.spotify.com/show/0GBSQ63yQN7ERtu3p4pxRk Listen on Apple Podcasts: https://podcasts.apple.com/podcast/lessons-from-the-win-room/id6808622275 Listen on Amazon Podcasts: https://music.amazon.com/podcasts/4dfa996a-9813-4aa9-b87d-9adb628c2ea1 #lessonsfromthewinroom #bidmanagement #proposalmanagement #salesleadership #businessdevelopment #capturemanagement #commercialstrategy #b2bsales #executiveinterview #apmp #salesenablement #aiinsales #benelux #ukbusiness #winningmorebusiness Lessons from the Win Room is a podcast from Shipley UK, Shipley Benelux, Shipley India and Africa, bringing commercial leaders together to talk honestly about how they actually win business. It's hosted by two voices from within the Shipley partnership: Tony Birch, Chairman of Shipley UK and an APMP Fellow with over thirty years in bid and proposal management, and Sam Singh, who leads Shipley Benelux across Belgium, the Netherlands and Luxembourg. Each episode explores how commercial leaders plan and run their own "Win Room", the strategies, levers and obstructions behind consistent bid success. Conversations cover the UK's defence, aerospace, rail, construction and nuclear sectors alongside cross-sector business growth topics from across the Benelux region, including how AI is reshaping trust between buyers and sellers. The show is built for bid managers, proposal leads, L&D directors and commercial decision makers who want a practical, grounded look at what separates consistent winners from everyone else. Expect real conversation and honest reflection rather than a polished pitch.

Winning a major tender rarely comes down to price alone. In this episode, Rory Lippington, Head of Training Sales UK and Europe at TWI, walks through what actually happens inside a win room, from the first bid or no bid conversation through to pulling in subject matter experts, commercial, and risk before a single word gets written. He also gets into the parts most bid teams don't talk about openly. What it's like to lose a bid you were confident about, how customer feedback has improved over the years, and why bringing in an external bid manager at the right moment can be the difference between scraping through and falling apart under the pressure of a deadline. How to run a bid or no bid decision so the team stays aligned from day one Why the first person in the room should be someone who can build a work breakdown structure from scratch What separates teams that recover from a loss from teams that don't Where AI is actually earning its place in bid writing, and where it isn't Why a strong, empowered bid manager matters more than any single template Rory Lippington Head of Training Sales UK and Europe, TWI Training and Examination Services If you're navigating a major tender and want to talk through how your own bid process holds up, get in touch to book a call. I hope you enjoy this episode! If you did, please like, subscribe and share it with someone who'd get value from it. - Sam, Tony, and the Lessons from the Win Room podcast team Connect with us here: Sam Singh: https://uk.linkedin.com/in/samsinghofshipleywins Tony Birch: https://www.linkedin.com/in/tony-birch-1b41742/ Website: shipleywins.nl shipleywins.co.uk shipleywins.in Listen to Lessons from the Win Room on these platforms: Listen on Spotify: https://open.spotify.com/show/0GBSQ63yQN7ERtu3p4pxRk Listen on Apple Podcasts: https://podcasts.apple.com/podcast/lessons-from-the-win-room/id6808622275 Listen on Amazon Podcasts: https://music.amazon.com/podcasts/4dfa996a-9813-4aa9-b87d-9adb628c2ea1 #lessonsfromthewinroom #bidmanagement #proposalmanagement #salesleadership #businessdevelopment #capturemanagement #commercialstrategy #b2bsales #executiveinterview #apmp #salesenablement #aiinsales #benelux #ukbusiness #winningmorebusiness Lessons from the Win Room is a podcast from Shipley UK, Shipley Benelux, Shipley India and Africa, bringing commercial leaders together to talk honestly about how they actually win business. It's hosted by two voices from within the Shipley partnership: Tony Birch, Chairman of Shipley UK and an APMP Fellow with over thirty years in bid and proposal management, and Sam Singh, who leads Shipley Benelux across Belgium, the Netherlands and Luxembourg. Each episode explores how commercial leaders plan and run their own "Win Room", the strategies, levers and obstructions behind consistent bid success. Conversations cover the UK's defence, aerospace, rail, construction and nuclear sectors alongside cross-sector business growth topics from across the Benelux region, including how AI is reshaping trust between buyers and sellers. The show is built for bid managers, proposal leads, L&D directors and commercial decision makers who want a practical, grounded look at what separates consistent winners from everyone else. Expect real conversation and honest reflection rather than a polished pitch.

In this conversation, Mike Maudsley, CEO of enfinium, discusses the company's mission in the energy from waste sector, his journey to becoming CEO, and the challenges of transitioning to an investment-backed business. He emphasizes the importance of understanding investor expectations, operational excellence, and the dynamics of the energy from waste market. Maudsley also shares insights on team dynamics, value creation, and the future direction of the company, including the need for carbon capture technology. In this conversation, the speaker discusses the challenges and setbacks faced in the business world, particularly in relation to a significant carbon capture project. They emphasize the importance of learning from experiences, maintaining a vision as a leader, and the strategic partnerships with data centers. The role of AI in enhancing business operations is highlighted, along with future goals and the transition to investment-backed leadership. The speaker also shares insights on focusing on growth and value, while balancing work and personal life. takeaways enfinium is a leading energy from waste company in the UK. Mike Maudsley transitioned from the energy sector to waste management. Understanding investor expectations is crucial for success. The energy from waste market is growing due to landfill diversion. Operational excellence is key to securing long-term waste contracts. enfinium is part of the circular economy by recycling ash and metals. Training and development are seen as investments in the company. Focus is needed to avoid distractions in business development. Carbon capture technology is essential for future sustainability. The company aims to lead in carbon capture initiatives. The emotional impact of being put on the reserve list for a project. Learning from setbacks is crucial for future success. Visionary leadership is essential for driving a business forward. Strategic partnerships can enhance business opportunities. AI can significantly improve operational efficiency. Setting clear goals is vital for business growth. Transitioning to investment-backed leadership requires adaptability. Understanding market dynamics is key to growth. Value addition is more important than just increasing sales. Balancing personal life with professional responsibilities is important. Connect with Mike: https://www.linkedin.com/in/mike-maudsley-5480a417/ I hope you enjoy this episode! If you did, please like, subscribe and share it with someone who'd get value from it. - Sam, Tony, and the Lessons from the Win Room podcast team Connect with us here: Sam Singh: https://uk.linkedin.com/in/samsinghofshipleywins Tony Birch: https://www.linkedin.com/in/tony-birch-1b41742/ Website: shipleywins.nl shipleywins.co.uk shipleywins.in Listen to Lessons from the Win Room on these platforms: Listen on Spotify: https://open.spotify.com/show/0GBSQ63yQN7ERtu3p4pxRk Listen on Apple Podcasts: https://podcasts.apple.com/podcast/lessons-from-the-win-room/id6808622275 Listen on Amazon Podcasts: https://music.amazon.com/podcasts/4dfa996a-9813-4aa9-b87d-9adb628c2ea1 #lessonsfromthewinroom #bidmanagement #proposalmanagement #salesleadership #businessdevelopment #capturemanagement #commercialstrategy #b2bsales #executiveinterview #apmp #salesenablement #aiinsales #benelux #ukbusiness #winningmorebusiness Lessons from the Win Room is a podcast from Shipley UK, Shipley Benelux, Shipley India and Africa, bringing commercial leaders together to talk honestly about how they actually win business. It's hosted by two voices from within the Shipley partnership: Tony Birch, Chairman of Shipley UK and an APMP Fellow with over thirty years in bid and proposal management, and Sam Singh, who leads Shipley Benelux across Belgium, the Netherlands and Luxembourg. Each episode explores how commercial leaders plan and run their own "Win Room", the strategies, levers and obstructions behind consistent bid success. Conversations cover the UK's defence, aerospace, rail, construction and nuclear sectors alongside cross-sector business growth topics from across the Benelux region, including how AI is reshaping trust between buyers and sellers. The show is built for bid managers, proposal leads, L&D directors and commercial decision makers who want a practical, grounded look at what separates consistent winners from everyone else. Expect real conversation and honest reflection rather than a polished pitch.

Unlock the secrets behind winning big defense contracts with Cal White, Head of Sales for Leonardo Electronics UK. In this episode, Cal shares what really goes into business winning, bid strategy, and market intelligence in one of the most competitive industries out there. A lot of companies get stuck in the early stages of capture — figuring out who to talk to, how to position themselves, and when to say yes or no to an opportunity. Cal explains why a flexible, tailored process works better than a rigid playbook, and how Leonardo uses virtual win rooms to keep teams aligned and moving fast. We also talk about the tough calls behind go/no-go decisions, how AI is changing bid work, and why customer engagement early on can make such a big difference. Cal shares what he’s learned about building strong teams, adapting to a changing procurement landscape, and staying ahead in a market that never stands still. If you work in defense, business development, or strategy, this conversation is packed with practical lessons you can actually use. It’s a grounded, honest look at what it takes to win in a complex market. I hope you enjoy this episode! If you did, please like, subscribe and share it with someone who'd get value from it. - Sam, Tony, and the Lessons from the Win Room podcast team Connect with us here: Sam Singh: https://uk.linkedin.com/in/samsinghofshipleywins Tony Birch: https://www.linkedin.com/in/tony-birch-1b41742/ Website: shipleywins.nl shipleywins.co.uk shipleywins.in Listen to Lessons from the Win Room on these platforms: Listen on Spotify: https://open.spotify.com/show/0GBSQ63yQN7ERtu3p4pxRk Listen on Apple Podcasts: https://podcasts.apple.com/podcast/lessons-from-the-win-room/id6808622275 Listen on Amazon Podcasts: https://music.amazon.com/podcasts/4dfa996a-9813-4aa9-b87d-9adb628c2ea1 #lessonsfromthewinroom #bidmanagement #proposalmanagement #salesleadership #businessdevelopment #capturemanagement #commercialstrategy #b2bsales #executiveinterview #apmp #salesenablement #aiinsales #benelux #ukbusiness #winningmorebusiness Lessons from the Win Room is a podcast from Shipley UK, Shipley Benelux, Shipley India and Africa, bringing commercial leaders together to talk honestly about how they actually win business. It's hosted by two voices from within the Shipley partnership: Tony Birch, Chairman of Shipley UK and an APMP Fellow with over thirty years in bid and proposal management, and Sam Singh, who leads Shipley Benelux across Belgium, the Netherlands and Luxembourg. Each episode explores how commercial leaders plan and run their own "Win Room", the strategies, levers and obstructions behind consistent bid success. Conversations cover the UK's defence, aerospace, rail, construction and nuclear sectors alongside cross-sector business growth topics from across the Benelux region, including how AI is reshaping trust between buyers and sellers. The show is built for bid managers, proposal leads, L&D directors and commercial decision makers who want a practical, grounded look at what separates consistent winners from everyone else. Expect real conversation and honest reflection rather than a polished pitch.

Welcome to the first episode of the Lessons from the Win Room podcast! Forbes McKay has spent over thirty years in business development, starting out writing proposals on paper before eventually leading a multi-year transformation of how CGI UK approaches bidding and client work. In this episode, he talks through what that journey actually looked like in practice, from getting buy-in without making anything mandatory to building an internal pool of coaches who could keep the momentum going long after the initial push. The conversation also covers where AI fits into all of this. Forbes shares how CGI has been experimenting cautiously, always keeping a human in the loop, and why he compares AI generated proposal text to artificial flavouring. Good enough to seem convincing, but not quite the same as the real thing when a client is trying to work out whether they can trust you. Why the "knowing doing gap" is the hardest part of any transformation, not the theory How CGI got buy in without making anything mandatory at first The reason bottom up approaches only get you so far in business development Where AI genuinely helps with proposals, and where Forbes is more cautious What "client proximity" means in practice at CGI Guest contact details: Forbes McKay, VP Consulting Services at CGI linkedin.com/in/forbes-mckay-586307 If you're thinking about your own business development transformation, this episode is worth a listen before you start. Subscribe so you don't miss the next one. I hope you enjoy this episode! If you did, please like, subscribe and share it with someone who'd get value from it. - Tony, Sam and the Lessons from the Win Room podcast team Connect with us here: Tony Birch: https://www.linkedin.com/in/tony-birch-1b41742/ Sam Singh: https://uk.linkedin.com/in/samsinghofshipleywins Website: shipleywins.nl shipleywins.co.uk shipleywins.in Listen to Lessons from the Win Room on these platforms: Listen on Spotify: https://open.spotify.com/show/0GBSQ63yQN7ERtu3p4pxRk Listen on Apple Podcasts: https://podcasts.apple.com/podcast/lessons-from-the-win-room/id6808622275 Listen on Amazon Podcasts: https://music.amazon.com/podcasts/4dfa996a-9813-4aa9-b87d-9adb628c2ea1 #lessonsfromthewinroom #bidmanagement #proposalmanagement #salesleadership #businessdevelopment #capturemanagement #commercialstrategy #b2bsales #executiveinterview #apmp #salesenablement #aiinsales #benelux #ukbusiness #winningmorebusiness Lessons from the Win Room is a podcast from Shipley UK, Shipley Benelux, Shipley India and Africa, bringing commercial leaders together to talk honestly about how they actually win business. It's hosted by two voices from within the Shipley partnership: Tony Birch, Chairman of Shipley UK and an APMP Fellow with over thirty years in bid and proposal management, and Sam Singh, who leads Shipley Benelux across Belgium, the Netherlands and Luxembourg. Each episode explores how commercial leaders plan and run their own "Win Room", the strategies, levers and obstructions behind consistent bid success. Conversations cover the UK's defence, aerospace, rail, construction and nuclear sectors alongside cross-sector business growth topics from across the Benelux region, including how AI is reshaping trust between buyers and sellers. The show is built for bid managers, proposal leads, L&D directors and commercial decision makers who want a practical, grounded look at what separates consistent winners from everyone else. Expect real conversation and honest reflection rather than a polished pitch.