Ask The Expert

Can two companies really win together? The power and pitfalls of partnering on one bid

In today’s increasingly complex landscape, clients expect more than a capable supplier. They want a team that can solve challenges holistically, innovate with confidence, and deliver measurable impact. In many cases, that means two organisations joining forces on a single bid.

Partnering on a proposal is never just about adding capacity. It’s about combining strengths, insights, and creativity to build a solution neither company could fully deliver alone.

Why partnering can deliver more value to the client

At the heart of any bid is the client’s challenge. When two or more organisations join forces strategically, they can bring a broader, deeper solution – one that aligns more closely with what the client really needs.

A strong bid partnership can:

• Broaden expertise and scope – giving the client access to a fuller solution or end-to-end capability.
• Enhance innovation – with diverse perspectives leading to better ideas and smarter approaches.

• Increase delivery confidence – showing scale, stability, and shared accountability.
• Demonstrate client-first intent — signalling that the team is willing to collaborate for the client’s best interest, not just its own.

Done well, partnering makes the client the biggest winner – through a more complete, cohesive, and capable solution.

How to make partnership work in practice

Successful bid partnerships are intentional. They require clear alignment, structure, and disciplined governance from the very beginning.

Here are five essentials for making partnership work:

1. Start with shared intent.
   Align on why you are partnering and what success looks like. This becomes the anchor when pressure rises.
2. Define clear roles and ownership.
   Decide early who leads pricing, who owns which sections, and who communicates with the client. Clarity prevents friction.
3. Align messaging and storytelling.
   The client should see a seamless narrative, not two separate voices. Develop a shared value proposition and unified story that focuses on the client’s needs and desired outcomes.
4. Set up governance and communication.
   Establish regular check-ins, shared templates, version control, and clear decision points. Rhythm creates stability.
5. Agree on commercial and risk principles upfront.
   Discuss pricing, back-to-back liability, IP, and back-to-back commitments early. A turnkey contract activated only upon award can also help avoid complications.

Handled well, these practices turn potential pressure points into enablers of a strong, confident joint submission.

The common Challenges – and how to overcome them

Even strong partnerships encounter difficulties. Some of the most common pitfalls include:

• Competing priorities – when one partner prioritises its own win theme over the joint message.
• Process differences – differing quality standards or processes.
• Control issues – discomfort with shared visibility into pricing or intellectual property.
• Last-minute misalignment – conflicting edits or client messaging late in the process.

These risks can be mitigated through clear leadership, agreed processes, and early alignment. Having a neutral bid leader or partnership facilitator – even fractional or external – can help maintain objectivity and ensure everyone stays focused on what matters most: the client’s success.

Winning Together

Partnering on a bid is not easy – but it’s often where the best ideas are born.

Partnering on a bid is not easy, but it often produces richer solutions and stronger outcomes. When organisations collaborate with clarity and purpose, they demonstrate maturity, capability, and a shared commitment to delivering exceptional value.

Winning together isn’t about dividing tasks – it’s about aligning purpose, combining strengths, and delivering something truly remarkable for the client.