APMP Foundation Level Glossary of
Terms
Account Plan - answer a sales plan that is specific to one particular customer and will
cover multiple opportunities with that customer. The time span is typically two to five
years
Action Caption - answer a short informative statement against a graphic which provides
additional information about the content of the graphic that will help the reader draw the
right conclusion
Advantage - answer the opinion of the seller, a benefit or possible benefit to the
customer. They may arise when the customer's issues are unclear to the seller and the
seller makes assumptions about customer issues
Benefit - answerwill resolve a customer issue; there must be feature of the offer that will
clearly allow it to be realized
Bid Center - answersupport organization dedicated to generating proposal and other
response documents for customers during the business acquisition cycle. Also called
proposal center
Bidder Comparison Matrix - answertool used to compare a potential offer against
possible competitor offers as judged. by the customer
Best and Final Offer (BAFO) - answercustomer request for a document that describes
your organizations final price; customer will request after proposal has been submitted
and to select final companies to negotiation with. There may be more than one request.
Black Hat Reviews - answerreview of competitors likely strategies and solutions by
people who are independent of the pursuit team and are experts on the customer and
competitors
Boilerplate - answertext and graphics stored so that they are available for repeated use
in multiple proposals
Business Case - answermay be used to describe an internal documented argument for
bidding a particular opportunity and will typically focus on the commercial aspects of the
bid. The same term may also be applied to a proposal section that is aimed at giving the
customer commercial justification for making the purchase
Terms
Account Plan - answer a sales plan that is specific to one particular customer and will
cover multiple opportunities with that customer. The time span is typically two to five
years
Action Caption - answer a short informative statement against a graphic which provides
additional information about the content of the graphic that will help the reader draw the
right conclusion
Advantage - answer the opinion of the seller, a benefit or possible benefit to the
customer. They may arise when the customer's issues are unclear to the seller and the
seller makes assumptions about customer issues
Benefit - answerwill resolve a customer issue; there must be feature of the offer that will
clearly allow it to be realized
Bid Center - answersupport organization dedicated to generating proposal and other
response documents for customers during the business acquisition cycle. Also called
proposal center
Bidder Comparison Matrix - answertool used to compare a potential offer against
possible competitor offers as judged. by the customer
Best and Final Offer (BAFO) - answercustomer request for a document that describes
your organizations final price; customer will request after proposal has been submitted
and to select final companies to negotiation with. There may be more than one request.
Black Hat Reviews - answerreview of competitors likely strategies and solutions by
people who are independent of the pursuit team and are experts on the customer and
competitors
Boilerplate - answertext and graphics stored so that they are available for repeated use
in multiple proposals
Business Case - answermay be used to describe an internal documented argument for
bidding a particular opportunity and will typically focus on the commercial aspects of the
bid. The same term may also be applied to a proposal section that is aimed at giving the
customer commercial justification for making the purchase
