Setting the Scene
In a highly competitive and rapidly evolving Belgian energy market, one of the country’s leading energy suppliers aimed to strengthen its B2B sales operations. Key Account Managers (KAMs) were responsible for managing complex Requests for Proposals (RFPs) while also maintaining strong client relationships.
However, the growing volume and complexity of RFPs placed increasing pressure on internal processes. This reduced the time available for strategic customer engagement and limited overall operational efficiency.
The Challenge
The organization faced several structural challenges in its B2B sales process:
• Time-consuming preparation of large and complex RFPs
• Limited alignment between key departments (pricing, legal, sales, contract handling)
• Risk of missed deadlines and inconsistent responses
• Inefficient lead-to-contract process
• Reduced availability of KAMs for client-facing activities
As a result, not all incoming RFPs could be handled optimally, increasing the risk of missed business opportunities in a highly competitive market.
Our Approach
To address these challenges, a structured and results-driven approach was implemented, focusing on improving operational efficiency and optimizing the RFP process.
Streamlining the RFP Process through the Introduction of a Bid Officer Role
A dedicated Bid Officer role was introduced to streamline the management of incoming RFPs and improve overall efficiency. A standardized way of working was implemented, including:
• Analyzing RFPs and identifying deviations from standard offerings
• Coordinating inputs from pricing, legal, and sales teams
• Ensuring clear ownership and accountability across departments
• Monitoring deadlines to guarantee timely submissions
• Establishing and leading a weekly alignment meeting with KAMs to review the status of all ongoing RFPs, assign ownership, and address challenges by sharing insights and best practices
Enabling Sales Focus
By taking full ownership of RFP preparation and coordination as Bid Officer, the operational workload of KAMs was significantly reduced. This allowed them to:
• Prioritize client relationships
• Increase focus on strategic sales activities
• Strengthen the organization’s market presence
Transitioning into a Sales Role
Following the optimization of internal processes, the role of Bid Officer evolved into a more commercially focused position within the housing segment. As Account Manager, the key responsibilities are:
• Managing the full lead-to-contract process for a dedicated portfolio
• Developing strategies to strengthen market position in Flanders
• Navigating a competitive landscape with strong customer loyalty
• Advising clients in a volatile energy market influenced by geopolitical events
• Designing and executing targeted prospecting campaigns to generate new business
Impact
The implemented improvements delivered clear, measurable results, strengthening both operational and commercial performance. By introducing structure, ownership, and cross-team alignment, the organization handled nearly 100% of incoming RFPs consistently and reliably, while freeing up time for strategic activities.
Building on this operational foundation, the transition into a commercial role translated these improvements into direct business impact. By combining process excellence with a strong market focus, the role contributes actively to growth and long-term value creation for the company.
As a result, the organization benefits from a more structured, scalable, and efficient B2B sales process. Improved internal coordination and a stronger commercial focus enhance its ability to capture new opportunities, respond effectively to evolving market dynamics, and deliver better service to existing clients.
Why Tactical Advisory Group?
Tactical Advisory Group combines operational expertise with a hands-on, execution-driven approach. We do not limit ourselves to advisory work; we actively support organizations in translating strategy into structured, scalable, and measurable improvements.
By optimizing end-to-end processes and reinforcing clear ownership across teams, we improve efficiency while unlocking commercial potential in complex, fast-moving environments.
Our approach is built on long-term partnerships. By embedding our consultants within client organizations, we ensure continuity, strengthen collaboration, and build trust over time. This allows us to deliver sustained impact rather than isolated improvements, adapting alongside evolving business needs and market dynamics.
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