Education

Marketers are often asked to pursue opportunities where their firm may not be the obvious choice—or to weigh in on the critical go/no-go decision that determines whether the pursuit is worth the investment. This interactive workshop explores the art of strategic pursuit decision-making, helping attendees recognize when they are the underdog, assess the risks and opportunities, and guide their teams with clarity and confidence. Participants will learn practical frameworks for evaluating pursuits, strategies for positioning their firm competitively when they choose to move forward, and real-world examples of unconventional approaches that led to big wins. Through discussion and shared experiences, this session encourages marketers to approach every “long shot” with intention, insight, and a clear game plan.