Welcome to the first episode of the Lessons from the Win Room podcast!

Forbes McKay has spent over thirty years in business development, starting out writing proposals on paper before eventually leading a multi-year transformation of how CGI UK approaches bidding and client work. In this episode, he talks through what that journey actually looked like in practice, from getting buy-in without making anything mandatory to building an internal pool of coaches who could keep the momentum going long after the initial push.

The conversation also covers where AI fits into all of this. Forbes shares how CGI has been experimenting cautiously, always keeping a human in the loop, and why he compares AI generated proposal text to artificial flavouring. Good enough to seem convincing, but not quite the same as the real thing when a client is trying to work out whether they can trust you.

Why the "knowing doing gap" is the hardest part of any transformation, not the theory
How CGI got buy in without making anything mandatory at first
The reason bottom up approaches only get you so far in business development
Where AI genuinely helps with proposals, and where Forbes is more cautious
What "client proximity" means in practice at CGI

Guest contact details:
Forbes McKay, VP Consulting Services at CGI
linkedin.com/in/forbes-mckay-586307

If you're thinking about your own business development transformation, this episode is worth a listen before you start. Subscribe so you don't miss the next one.

I hope you enjoy this episode!
If you did, please like, subscribe and share it with someone who'd get value from it.
Tony, Sam and the Lessons from the Win Room podcast team

Connect with us here:
Tony Birch: LinkedIn: tony-birch-1b41742
Sam Singh: LinkedIn: samsinghofshipleywins

Website:
shipleywins.nl
shipleywins.co.uk
shipleywins.in


Listen to Lessons from the Win Room on these platforms:
Listen on Spotify: https://open.spotify.com/show/0GBSQ63...
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#lessonsfromthewinroom #bidmanagement #proposalmanagement #salesleadership #businessdevelopment #capturemanagement #commercialstrategy #b2bsales #executiveinterview #apmp #salesenablement #aiinsales #benelux #ukbusiness #winningmorebusiness
Lessons from the Win Room is a podcast from Shipley UK, Shipley Benelux, Shipley India and Africa, bringing commercial leaders together to talk honestly about how they actually win business. It's hosted by two voices from within the Shipley partnership: Tony Birch, Chairman of Shipley UK and an APMP Fellow with over thirty years in bid and proposal management, and Sam Singh, who leads Shipley Benelux across Belgium, the Netherlands and Luxembourg.
Each episode explores how commercial leaders plan and run their own "Win Room", the strategies, levers and obstructions behind consistent bid success. Conversations cover the UK's defence, aerospace, rail, construction and nuclear sectors alongside cross-sector business growth topics from across the Benelux region, including how AI is reshaping trust between buyers and sellers.
The show is built for bid managers, proposal leads, L&D directors and commercial decision makers who want a practical, grounded look at what separates consistent winners from everyone else. Expect real conversation and honest reflection rather than a polished pitch.