Allison Ritz is an experienced leader in the technology sector, with a strong background supporting some of the world’s largest government contracting organizations. A certified APMP member, Allison is a recognized thought leader and frequent speaker at GovCon events, sharing insights on the power of strategic connections. Her passions lie in driving success by helping organizations realize the value of meaningful relationships. With a firm belief in the importance of planning, process, and thoughtful execution, Allison excels at making SaaS solutions personal, fostering long-lasting, profitable client relationships.
Free Virtual Event
Mastering the RFP Lifecycle
Optimize Your RFP Process – Expert Tips, Winning Strategies, and Success
May 1st & 2nd, 2025
About The Event
For 17 years, VisibleThread has invested in understanding all aspects of the proposal process to create platforms that work for you. Through that journey, we have cultivated our expertise, leveraged relationships, and collaborated with the industry’s most important voices. That experience has consistently shown us the importance of the big picture. The RFP lifecycle is more than the sum of its parts. Execution, collaboration, and evaluation through all stages is crucial to developing a winning proposal.
With that in mind, we invite you to join us for Optimize25.
This free virtual event will bring together bid, proposal and contract professionals, thought leaders, and industry influencers to discuss best practices at all stages of the RFP Lifecycle. From opportunity and market assessment to proposal production and post-award, we will share valuable insights on the keys to success at each stage.
Bonus: Win AC/DC Tickets During APMP BPC!
We’re turning up the volume this May in Nashville! If you are planning on attending APMP BPC, we’re giving Optimize25 signups the chance to win 2 tickets to see AC/DC live at Nissan Stadium on May 20th—right in the heart of the conference buzz. Just tick ‘Yes’ when registering if you’d like to be entered into the draw. Rock on!
Register Now
Why Register?
- Join 1,500+ bid and proposal professionals for Optimize25, a free, full-day virtual event on May 1st and 2nd.
- Gain exclusive insights from industry leaders on every stage of the RFP lifecycle, from opportunity assessment to post-award success.
- Access from anywhere – participate remotely from the comfort of your home or office.
- Receive recordings after the event to revisit key takeaways at your convenience.
- Don’t miss this chance to learn, connect, and optimize your proposal process!
- Heading to APMP BPC in Nashville this May? Register today for your chance to win 2 tickets to see AC/DC live at Nissan Stadium on May 20th!
Our Agenda – Eastern Timezone (ET)
The sessions will cover key phases of the RFP cycle:
- Opportunity Assessment – Identifying and evaluating potential opportunities to determine business fit and ROI.
- Capture – Developing a strategic approach, assembling the right team, and structuring a plan for success.
- Proposal Planning – Creating compelling, compliant content and refining the proposal strategy for maximum impact.
- Proposal Preparation – Reviewing for compliance, addressing gaps, and ensuring a polished final submission.
- Post-Submission – Managing contract execution, analyzing past proposals, and improving processes for future success.
1st of May: Introduction
9:00 AM
Proposal Playbook 2025: Mastering Every Move in the RFP Lifecycle
Kick off Optimize25 with a strategic overview of the RFP lifecycle and how to win at every stage. In this opening session, Allison Ritz, Director of Product Marketing at VisibleThread, breaks down the key phases of the RFP process—from capture to contract—and highlights where AI and automation can deliver real value. You’ll gain a clear understanding of the journey ahead and how to align your team, tools, and tactics for success. This session sets the stage for the themes explored throughout the day and provides a roadmap for navigating today’s increasingly complex procurement landscape.
Allison Ritz, Director of Product Marketing, VisibleThread
1st of May: Opportunity Assessment
10:00 AM
Panel: What Makes a Good Opportunity?
In a shifting federal landscape, choosing the right opportunity can make or break your success. This expert panel dives into the key factors that define a high-value pursuit—helping you focus your efforts, reduce costs, and improve win rates. From early-stage indicators to red flags, panelists will share real-world insights and decision-making frameworks that separate strong opportunities from costly distractions.
Tan Wilson, President, Entellect
11:00 AM
The Go/No-Go Reboot: Reduce Bias, Save Time, Win More
Cognitive bias often derails proposal decisions before a response is even written. This session explores how to modernize your Go/No-Go process by reducing subjectivity and leveraging AI, automation, and structured thinking. You’ll learn how to spot common biases like confirmation bias and the sunk cost fallacy, use past bid data for predictive insights, and apply tools like Microsoft Copilot, Power BI, and Power Automate to make faster, bias-resistant decisions. Whether you’re a proposal manager seeking clarity, a director driving strategy, or a capture leader aligning efforts to business goals, you’ll walk away with a practical playbook to boost focus, cut waste, and improve win rates.
Ceri Mescall, Managing Director, Strategic Proposals Canada
12:00 PM
Exploring Market Shifts & Local/SLED Trends
The State, Local, and Education (SLED) market is evolving rapidly—and staying ahead means understanding what’s changing and why. In this session, Krystn Macomber, CEO of Summit Strategy, unpacks emerging trends across the public sector and how shifting budgets, priorities, and buying behaviors are impacting how vendors position and win.
Learn how to navigate the complexities of SLED procurement, adapt to local government dynamics, and align your go-to-market strategies with new realities. Whether you’re expanding into SLED or refining your existing approach, this session offers timely, actionable insight.
Krystn Macomber, CEO, Summit Strategy
1st of May: Capture Planning
1:00 PM
From Good to Great: Expanding Capacity through Team Development
As proposal and capture demands grow, so must your team’s ability to deliver—without burning out. In this session, Steve Skeldon, Capture Director at Chickasaw Nation Industries, shares strategies to scale capacity by investing in the people behind the process. Learn how to develop talent, build cross-functional strength, and foster a culture of continuous improvement that drives performance.
Whether you’re leading a small team or a large operation, this session will help you move from reactive to resilient—transforming your team’s potential into a competitive advantage.
Steve Skeldon, Capture Director, Chickasaw Nation Industries
2:00 PM
Lessons Learned? Or Lessons Applied: Closing the Loop with VisibleThread
Many teams capture lessons learned—but few successfully apply them. In this session, Kyle Peterson, VP of Customer Success & Account Strategy at VisibleThread, explores how to turn post-mortems into powerful feedback loops that actually drive change. You’ll see how customers are using VisibleThread to analyze past bids, improve content reuse, and standardize processes for better outcomes.
Discover how to shift from reactive fixes to proactive improvements, using real data to inform future decisions and continuously sharpen your proposal strategy.
Kyle Peterson, VP of Customer Success & Account Strategy, VisibleThread
1st of May: Proposal Planning
3:00 PM
The Power of Four: From Reactive Proposals to Proactive Strategy
If your team is tired of last-minute proposals, unclear messaging, or that constant scramble to “make it sound good,” you’re not alone.
Most pursuit problems stem from one root issue: marketing gets brought in too late—and even when they’re involved, there’s often a disconnect with technical teams who haven’t been trained to work together as a pursuit team.
This session reframes the pursuit process through four key phases—understand the client, gather and share intel, position and test, and tell a story—and shows how moving marketing upstream can create more aligned, efficient, and compelling pursuit strategies. We’ll explore what it looks like when technical staff and marketers collaborate early and often, and how that shift leads to stronger positioning, less rework, and ultimately, better win outcomes.
Whether you’re a firm leader, seller-doer, or marketing professional, you’ll leave with a clear framework for proactive pursuit strategy—and practical ways to help your teams work better together at every stage.
Rachel Charton, Owner, Sticky Communications
4:00 PM
Panel Discussion: Driving Efficiency and Innovation with Technology
In today’s fast-paced proposal environment, technology isn’t just a support tool—it’s a strategic advantage. This panel brings together VisibleThread customers to share how they’re using technology to streamline workflows, improve compliance, and spark innovation across the RFP lifecycle.
This discussion will highlight real-world examples of how teams are adopting AI, automation, and data-driven insights to do more with less—without sacrificing quality. Learn what’s working, what’s next, and how to turn tech investments into tangible results.
Tyra Danyelle Fruge, Proposal Management Lead, Verizon
2nd of May: Proposal Preparation
9:00 AM
How and When to Use Technology, AI and Automation in the RFP Lifecycle
With so many tools and technologies available, knowing when and how to leverage them across the RFP lifecycle is critical. In this session, Chris Bassila, Founder of Hovester Advisory Group Ltd, shares a practical framework for integrating AI, automation, and digital solutions where they deliver the most impact.
From capture planning to post-award analysis, discover how to identify high-leverage moments for tech adoption, avoid common pitfalls, and align solutions with real business outcomes. This session is ideal for teams looking to modernize without overcomplicating the process.
Chris Bassila, Founder, Hovester Advisory Group Ltd
10:00 AM
The Golden Page: Executive Summaries that Turn Your Strengths into a Winning Story
An executive summary isn’t just a formality—it’s the most strategic page in your proposal. In this session, Kel Raleigh, Proposal Manager at K2, will show you how to craft executive summaries that clearly articulate your value, connect with evaluators, and set the tone for the win.
Learn proven techniques to transform your strengths into a compelling narrative, avoid common pitfalls, and ensure your executive summary becomes a persuasive asset rather than a missed opportunity. Whether you’re writing it yourself or guiding others, this session will help you elevate your storytelling and impact.
Kel Raleigh, Proposal Manager, K2
11:00 AM
VT Writer: Proposal Preparation achieving quality
Proposal quality isn’t just about checking boxes—it’s about clarity, consistency, and confidence. In this session, Allison Ritz, Director of Product Marketing at VisibleThread, will showcase how VT Writer helps teams elevate their content by simplifying language, aligning tone, and improving readability at scale.
Learn how to embed quality checks directly into your workflow, reduce review cycles, and ensure every section of your proposal communicates value clearly and professionally. Whether you’re refining drafts or supporting large teams, this session offers practical tips to boost proposal quality and efficiency with VT Writer.
Allison Ritz, Director of Product Marketing, VisibleThread
12:00 PM
Pitch Perfect: Proposal Prep and the Art of the Oral Presentation
Winning the proposal is only half the battle—delivering a standout oral presentation can seal the deal. In this session, Meredith Roedel, Win Strategist and Founder of Spire Proposals, explores how to seamlessly bridge the gap between written proposals and live presentations.
Discover how to align messaging, prepare your team, and structure compelling narratives that resonate with evaluators. From visuals to delivery techniques, you’ll learn how to make every moment count and turn your prep into persuasive performance.
Meredith Roedel, Win Strategist & Founder, Spire Proposals
2nd of May: Post-Submission & Post-Award
1:00 PM
Using Past Performance to Restructure and Optimize Future Bids
Your past performance holds the key to winning future work—if you know how to use it. In this session, Marcia Watson, President of BTW & Co, will show you how to analyze, restructure, and leverage past performance data to strengthen your bids.
Learn how to identify patterns in wins and losses, highlight relevant success stories, and tailor your narratives to align with what evaluators want to see. Whether you’re building a library or rethinking your strategy, this session will help you transform historical insights into a competitive advantage.
Marcia Watson, President, BTW & Co
Theresa Thomas, Co-Founder BTW & Co
Maggie Bullard, Co-Founder, BTW & Co
2:00 PM
Post-Award Contracts: Lessons from Industry
Winning the contract is just the beginning—execution is where real success is measured. In this session, Kyle Peterson, VP of Customer Success & Account Strategy at VisibleThread, shares key lessons learned from industry leaders on navigating the post-award phase.
From compliance and communication to performance tracking and relationship management, discover the best practices that help teams avoid pitfalls, meet obligations, and position themselves for re-compete success. This session is ideal for those looking to strengthen their post-award process and turn contract wins into long-term value.
Kyle Peterson, VP of Customer Success & Account Strategy
2nd of May: Insights from the UK & Australia
4:00 PM AEST Timezone | 2PM AWST Timezone
Australian Landscape: Insights for Bid and Tender Managers
The Australian bidding environment presents unique challenges—and opportunities—for those who know where to look. In this region-specific session, Nigel Dennis, CEO of Bid Write, unpacks the current trends shaping public and private sector procurement across Australia.
From shifting compliance requirements to evolving buyer expectations, you’ll gain insights to better position your proposals, improve your win rates, and stay competitive in a dynamic market. This is a must-attend session for bid and tender professionals working in or targeting the Australian landscape.
Nigel Dennis, CEO, Bid Write
Tania Field, Tender and Bid Manager, Tender Plus
Marnie Payne, Founder, BitFit
2:00 PM UK Timezone
Embedding Social Value into Bid Strategy – UK Panel Discussion
In the UK, social value is no longer a nice-to-have—it’s a critical component of winning bids. This panel discussion, led by Quincey Katie Ankrett, Director at e50k Strategic Advisory, explores how organisations are successfully embedding social value into their bid strategies to meet buyer expectations and stand out in competitive tenders.
Hear from UK-based experts as they share practical approaches, compliance insights, and examples of initiatives that deliver measurable impact. Whether you’re responding to government or private sector tenders, this session will help you align your proposals with purpose, policy, and performance.
Quincey Katie Ankrett, Director, e50k Strategic Advisory
Meet our incredible speakers
Allison Ritz
Director of Product Marketing
VisibleThread
Allison Ritz
Director of Product Marketing
VisibleThread
Tan Wilson
President
Entellect, LLC
Tan Wilson
President
Entellect, LLC
Tan Wilson is the President of Entellect LLC. She provides full-lifecycle business support to primarily small businesses. Tan is an experienced and successful entrepreneur with over 20 years of experience in business development and program management across federal and commercial IT business sectors. She supports the small business community, aiding businesses in their strategic planning, business development, capture management, proposal management, partnership development, operations support, and leadership coaching.
Ceri Mescall
Managing Director
Strategic Proposals Canada
Ceri Mescall
Managing Director
Strategic Proposals Canada
With over 15 years of experience and $1B+ in client wins, Ceri supports clients across industries through must-win proposal management and writing (B2B and B2G), expert reviews to elevate scoring, high-impact oral presentation coaching, benchmarking and process improvement, and training and APMP exam preparation to build team capability. An APMP Fellow and 40 Under 40 honoree, Ceri holds all four signature APMP certifications and is an approved trainer for the APMP Foundation, Practitioner, and Capture Practitioner levels. As a seasoned conference speaker, webinar presenter, and article author, Ceri brings hands-on support and strategic insight exactly when teams need it most.
Krystn Macomber
CEO
Summit Strategy
Krystn Macomber
CEO
Summit Strategy
For over 20 years, Krystn has helped businesses transform their marketing, business development, and proposal teams into revenue-driving powerhouses by finding gaps, fixing problems, and delivering results that matter. She has worked with organizations of all sizes — from ambitious startups to global enterprises — developing clear strategies, sales processes, and brand identities that win work and build lasting relationships. As founder and CEO of Summit Strategy, Krystn leads a firm focused on driving bold growth through strategic planning, proposal expertise, and marketing that works. A passionate mentor, speaker, and industry leader, she actively shares her knowledge through organizations like the SBA, VA, National 8(a) Association, APMP, EO, and more.
Steve Skeldon
Capture and Proposal Industry Leader | APMP International Board Director
Chickasaw Nation Industries, Inc.
Steve Skeldon
Capture and Proposal Industry Leader | APMP International Board Director
Chickasaw Nation Industries, Inc.
Steve, currently serving as the Capture Manager at Chickasaw Nation Industries, embodies the qualities of an energetic and dedicated business development professional. With a remarkable ability to quickly grasp new concepts and a relentless pursuit of knowledge, he has successfully led virtual proposal teams operating across diverse international locations, ranging from South West Asia to Korea, as well as multiple CONUS teams situated across various time zones. Notably, Steve has recently assumed a prestigious role as a Member of the Board of Directors at APMP, showcasing his commitment to professional growth and leadership within the industry.
Kyle Peterson
Vice President of Account Strategy & Customer Success
VisibleThread
Kyle Peterson
Vice President of Account Strategy & Customer Success
VisibleThread
Kyle Peterson is a seasoned leader in Customer Success and Contracts Management. As Vice President of Account Strategy & Customer Success at VisibleThread, he drives initiatives to enhance RFP and contract clarity and compliance, ensuring maximum customer value. Previously, he managed $500M+ contracts at Sierra Nevada Corporation, ensuring FAR/DFARS compliance and leading key negotiations. With a strong background in operations and contracts analysis, Kyle excels at optimizing processes and delivering exceptional customer outcomes.
Rachel Charlton
Founder
Sticky Communications
Rachel Charlton
Founder
Sticky Communications
Founder of Sticky Communications, LLC, Rachel is a marketing expert, combining creative and strategic brilliance. With a decade of AEC industry experience, she helps clients unlock the power of storytelling for their businesses, making her a compelling speaker on marketing and creativity.
Chris Bassila
CEO & Managing Director
Hovester Advisory Group
Chris Bassila
CEO & Managing Director
Hovester Advisory Group
Chris is a Bids and Proposals consultant helping companies secure contracts through competitive bidding. His consulting work builds on two decades of industry experience, including roles at the world’s largest training and simulation company and a top-three aircraft OEM manufacturer. With expertise spanning both commercial and government bids, he has developed invaluable insight into the challenges of crafting complex proposals under tight deadlines and with limited resources. Combining his extensive industry background with his consulting expertise, he helps organizations transform their bidding operations to achieve greater efficiency and success.
Kel Raleigh
Proposal Manager
K2
Kel Raleigh
Proposal Manager
K2
Experienced proposal manager and writer specializing in federal and state-level technology solutions and adept at project and team management. Skilled in developing white papers for high-ranking military officials. Proficient in brand management and technical writing, with extensive expertise in crafting solutions for the aviation security, military, construction, cyber, healthcare, and biotech sectors. Former Graduate Student Professor and M.F.A. graduate in Creative Writing & Publishing Arts from the University of Baltimore. Proud alumnus of Mansfield University of Pennsylvania (now part of the Commonwealth University). Author of The Skin and Bones of It (poetry), published in May 2019.
Meredith Roedel
Win Strategist & Founder
Spire Proposals
Meredith Roedel
Win Strategist & Founder
Spire Proposals
With nearly two decades of winning proposal experience and two years as Procurement Specialist for a $500 million SPLOST Capital Improvement Program outside of Atlanta, Meredith is founder and principal of Spire Creative Solutions. She brings a unique perspective. Not only has she responded to RFPs on behalf of prospective vendors, she has also sat on the other side of the table and developed RFP documents, conducted pre-proposal conferences, facilitated the selection committees, moderated short-list interviews, and provided proposal debrief meetings.
Marcia Watson
President
BTW & Co
Marcia Watson
President
BTW & Co
I am a proven leader in the field of proposal operations. I formerly led the Proposal Operation Group of a large tribally-owned company, where I collaborated with executive stakeholders and business development teams to ensure pipeline opportunities reflected strategic growth objectives and incorporated strategies focused toward winning. During my tenure, the organization grew from $600M in contract wins to well over $2B in FY23.
Theresa Thomas
Co-Founder
BTW & Co
Theresa Thomas
Co-Founder
BTW & Co
Ms. Thomas is a proposal operations, management, and strategist with deep experience building and leading high performing growth teams for business ranging from small services firms to large international software Fortune 500 businesses. She has specialized skills in the management of complex business development activities and cross-functional project teams on enterprise-wide initiatives. Ms. Thomas is passionate about improving proposal operations and efficiency, while providing leadership through professional development, coaching, and mentoring of her colleagues.
Maggie Bullard
Co-Founder
BTW & Co
Maggie Bullard
Co-Founder
BTW & Co
With 20+ years of management experience, including 16 years in the Federal sector, Maggie has provided leadership across the capture lifecycle for hundreds of opportunities spanning Health, Civilian, Defense, and National Intelligence agencies, contributing to $2B+ in contract wins and the acquisition of dozens of contract vehicles.
Nigel Dennis CPP APMP
Chief Executive Officer
Bid Write Pty Ltd
Nigel Dennis CPP APMP
Chief Executive Officer
Bid Write Pty Ltd
Nigel has been called a proposal pioneer in Australia for his work in shaping the professional bidding landscape in the region. He has three decades of proposal consulting experience and has trained thousands of people. Nigel started the APMP Australia New Zealand Chapter, runs Australia’s largest specialist bid consultancy, and is a strong advocate for the development of the profession.
Tania Field
Tender and Bid Manager
Tender Plus
Tania Field
Tender and Bid Manager
Tender Plus
Tania is a strategic communications and project management professional specializing in bid management and proposal development across sectors including renewables, construction, infrastructure, health, property development, and professional services. She has led major projects like a $2.5 billion unsolicited proposal in Sydney, unifying joint venture teams and stakeholders to drive engagement, government liaison, and bid strategy. A strong communicator with sharp commercial acumen, Tania shapes opportunity themes, manages end-to-end bid submissions, and navigates complex, matrixed environments with resilience, critical thinking, and a focus on results.
Marnie Payne
Founder
BitFit
Marnie Payne
Founder
BitFit
Marnie is a business development leader who helps professionals grow their practices, build stronger client relationships, and win profitable new business — effectively and sustainably. She has delivered major results, including increasing bid win rates by up to 74%, improving bids and tenders functions, leading key account and pursuit programs, and driving revenue growth through strategic sales, marketing, and thought leadership campaigns. With experience across professional services, financial services, and government, Marnie brings a practical, results-focused approach to every opportunity.
Quincey Katie Ankrett
Director
e50k Strategic Advisory
Quincey Katie Ankrett
Director
e50k Strategic Advisory
Quincey is an expert in organisational growth and development, with specialisms in commercial return on social investment (SROI), bid writing, values-based community development, co-design, and impact measurement. Quincey works with a wide range of clients — from incorporations and private businesses to SMEs — helping management teams maximise their social value through recognised national frameworks, measurable initiatives, and strategic reporting. For companies without a developed Value Policy or Statement, Quincey collaborates with stakeholders to distil their ethos into formalised documents, driving long-term social value programs and embedding change within strategic planning.
Our Customer Awards:
Optimize25 is proud to showcase success stories from VisibleThread customers throughout the day. This is an opportunity to see firsthand the impact and growth achieved by our users. As part of this celebration, we will take time to recognize some of our top users through special awards:
ROI Champion
Recognizing customers who have achieved exceptional measurable results, such as significant time savings or improved win rates in RFP responses.
Innovation Excellence
Celebrating creative and advanced implementations of VisibleThread beyond standard use cases.
Process Transformation
Honoring organizations that have revolutionized their RFP response process using VisibleThread.
RFP Rising Star
Spotlighting individuals new to their company or field who have already made a significant impact.
Team Excellence
Recognizing teams that have built exceptional internal processes and achieved high VisibleThread adoption.
Global Excellence
Honoring international customers who have successfully implemented VisibleThread across multiple regions.
Your Awards Questions Answered
Is There a Fee to Enter?
Absolutely not! Submitting your game-changing story is 100% free. Just complete our simple submission form and you’re in the running to showcase your RFP excellence.
How Are Winners Chosen?
Our expert panel of VisibleThread judges will meticulously evaluate each submission. We’re looking for entries that don’t just meet criteria—they exceed expectations and demonstrate transformative impact.
What Happens When You Win?
Winning is about recognition, opportunity and visibility:
- Exclusive VisibleThread Swag:
- Receive a curated selection of our premium branded goodies
- Spotlight Opportunities:
- Featured on our website
- Amplified through social media channels
- Highlighted in press releases
- Networking Goldmine:
- Join an exclusive roundtable with fellow award winners
- Forge valuable connections
- Exchange cutting-edge strategies in an intimate, executive setting
Still Have Questions? Reach out to our dedicated team at info@visiblethread.com. We’re excited to hear your story!
Register to attend this virtual event today