APMP EXAM QUESTIONS AND VERIFIED DETAILED
ANSWERS 2025-2026
Business Development Lifecycle
Opportunity > Market Identification > Account Planning> Opportunity Assessment >
Opportunity Planning (Capture/ Win) > Proposal Planning > Proposal Development >
Submittal> Negotiation> Delivery (Ongoing Customer Relationship
Market Identification (Business Development Life Cycle)
Deciding factor for the markets that organizations intend to penetrate or pursue. It
helps organizations ensure that they are spending their budgets on resources on most
profitable business opportunities.
Market Risk Assessment
Tool for organisations to assess rick and investment tolerance for selling to new or
existing markets with new or existing products or services.
Figure: Market Risk Assessment
Highest Market Risk
Opportunities with new customers and new products
Lowest Market Risk
Opportunities with existing customers and products
Accounting Planning and Positioning Business Development Life Cycle
An account may be a potential customer, a current customer, an entire organization or
one buying unit of a larger company. In the strategy phase, BD will assess both the
present and future business opportunities with accounts to make unbiased decisions to
bid or not to bid. This can be tracked within a CRM system.
CRM System
Organizations maintain account planning information in the CRM and update data
,regularly
Opportunity Evaluation (Business Development Life Cycle)
Able to evaluate the content structure of opportunities with clarity regarding
determination of bid/no bid decision
Questions to Consider in the Opportunity Evaluation Phase (Business Development Life
Cycle)
• Is there an incumbent on this opportunity?
• What is the performance of the incumbent?
• Who are known competitors?
• Are there hidden competitors?
• Can we win? Can we deliver profitably?
• Do we need to team with another organization?
• What will it cost us to bid?
• Will bidding this opportunity better position us for future opportunities?
• Does this opportunity fit within our strategic plan and vision?
What is the consequence of poor slow decisions on qualifying the opportunities in the
Opportunity Assessment Phase, Business Development Life Cycle
Over spending of marketing and sales budget
Low win rate; qualifying too many opportunities
Opportunity Planning (Capture/ Win) Business Development Life Cycle
The planning involves customer interaction along with appropriate sales for
understanding the needs and issues of the customers. The critical aspects of
opportunity planning comprise of knowledge regarding portfolio management and 4Cs;
4C's +P Opportunity Planning Capture/Win Business Development Life Cycle
Customer, Competition, Cost, Company and Solution, and Portfolio Management
, Customer 4Cs+P
Organizations should have a preliminary understanding of the customer's situation,
needs hot buttons issues and biases. This will be an understanding that continues to
unfold as the opportunity matures
Competitor 4Cs + P
Organization should identify who incumbents are known competitors or unknown that
may enter the fray. They should know whether they have a competitive advantage or a
disadvantage in pursuing this opportunity.
Cost 4Cs + P
Is there any history of pricing on this opportunity? A price-to-win analysis, at some level,
should be part of opportunity planning. As the opportunity advances and more
information becomes available this price target should be adjusted.
Company and Solution 4Cs +P
Opportunity planning requires that an organization assess, from a customer
perspective, its own solution, past performance, reputation, and risk.
Portfolio Management 4Cs +P
Weight opportunities against each other and view resources to develop and pursue
opportunities as an investment. Only pursue opportunities with an ROI versus
probability of win that supports the overall portfolio
Opportunity Planning Process (Business Development Life Cycle)
(Input) Pursuit Decision:
Build Relationships> Gather and Analyze Data> Develop and Implement Strategies >
Transition to Proposal Planning
(Outputs): Approved Opportunity Plan, Interim Bid/ No-Bid Decision
ANSWERS 2025-2026
Business Development Lifecycle
Opportunity > Market Identification > Account Planning> Opportunity Assessment >
Opportunity Planning (Capture/ Win) > Proposal Planning > Proposal Development >
Submittal> Negotiation> Delivery (Ongoing Customer Relationship
Market Identification (Business Development Life Cycle)
Deciding factor for the markets that organizations intend to penetrate or pursue. It
helps organizations ensure that they are spending their budgets on resources on most
profitable business opportunities.
Market Risk Assessment
Tool for organisations to assess rick and investment tolerance for selling to new or
existing markets with new or existing products or services.
Figure: Market Risk Assessment
Highest Market Risk
Opportunities with new customers and new products
Lowest Market Risk
Opportunities with existing customers and products
Accounting Planning and Positioning Business Development Life Cycle
An account may be a potential customer, a current customer, an entire organization or
one buying unit of a larger company. In the strategy phase, BD will assess both the
present and future business opportunities with accounts to make unbiased decisions to
bid or not to bid. This can be tracked within a CRM system.
CRM System
Organizations maintain account planning information in the CRM and update data
,regularly
Opportunity Evaluation (Business Development Life Cycle)
Able to evaluate the content structure of opportunities with clarity regarding
determination of bid/no bid decision
Questions to Consider in the Opportunity Evaluation Phase (Business Development Life
Cycle)
• Is there an incumbent on this opportunity?
• What is the performance of the incumbent?
• Who are known competitors?
• Are there hidden competitors?
• Can we win? Can we deliver profitably?
• Do we need to team with another organization?
• What will it cost us to bid?
• Will bidding this opportunity better position us for future opportunities?
• Does this opportunity fit within our strategic plan and vision?
What is the consequence of poor slow decisions on qualifying the opportunities in the
Opportunity Assessment Phase, Business Development Life Cycle
Over spending of marketing and sales budget
Low win rate; qualifying too many opportunities
Opportunity Planning (Capture/ Win) Business Development Life Cycle
The planning involves customer interaction along with appropriate sales for
understanding the needs and issues of the customers. The critical aspects of
opportunity planning comprise of knowledge regarding portfolio management and 4Cs;
4C's +P Opportunity Planning Capture/Win Business Development Life Cycle
Customer, Competition, Cost, Company and Solution, and Portfolio Management
, Customer 4Cs+P
Organizations should have a preliminary understanding of the customer's situation,
needs hot buttons issues and biases. This will be an understanding that continues to
unfold as the opportunity matures
Competitor 4Cs + P
Organization should identify who incumbents are known competitors or unknown that
may enter the fray. They should know whether they have a competitive advantage or a
disadvantage in pursuing this opportunity.
Cost 4Cs + P
Is there any history of pricing on this opportunity? A price-to-win analysis, at some level,
should be part of opportunity planning. As the opportunity advances and more
information becomes available this price target should be adjusted.
Company and Solution 4Cs +P
Opportunity planning requires that an organization assess, from a customer
perspective, its own solution, past performance, reputation, and risk.
Portfolio Management 4Cs +P
Weight opportunities against each other and view resources to develop and pursue
opportunities as an investment. Only pursue opportunities with an ROI versus
probability of win that supports the overall portfolio
Opportunity Planning Process (Business Development Life Cycle)
(Input) Pursuit Decision:
Build Relationships> Gather and Analyze Data> Develop and Implement Strategies >
Transition to Proposal Planning
(Outputs): Approved Opportunity Plan, Interim Bid/ No-Bid Decision
