As the emphasis switches from cost‐cutting and restructuring to revenue generation and value creation, the winning of business assumes greater importance. Although the skills required to submit successful proposals and win bids, and the critical success factors for winning business in a growing number of sectors have now been identified, and relevant tools and techniques are available, the overwhelming majority of training and development professionals are failing to contribute to the winning of competitive business. An unprecedented opportunity exists for the training and development community to make a strategic contribution.
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