In an era of rapid technological change and AI-driven automation, it’s easy to get lost in the “how” of bidding. But for David Gray, the secret to high-performance teams isn’t just a better process, it’s better leadership.
As we look forward to Optimize26, we caught up with David to discuss his “soundtrack to youth”, the defining moment that led to the creation of the APMP Leadership Academy, and why “human-centric leadership” is more critical now than ever before.
From the Pitch to the Proposal
David’s competitive streak didn’t start in a boardroom; it started on the football pitch. While his dreams of playing professional football eventually gave way to a career in business, that same drive for the “euphoria of winning” drew him to the world of bids and proposals.
“I’ve always been very competitive”, David says. “There’s not many professions outside of competitive sport where you can experience such a tangible feeling of winning. I find the euphoria of winning incredibly addictive.”
Combined with a natural talent for storytelling and problem-solving, David began his journey as a Business Development Manager, eventually moving into senior leadership roles where he could shape the culture of the teams he led.
A Defining Moment: The Birth of a Leadership Academy
In 2022, while presenting at APMP’s BPC Amsterdam, David decided to stray from “traditional” bid topics to speak about building high-performance teams. The reaction was immediate and overwhelming.
“The audience engagement made me realize that our profession had a yearning for more leadership education and coaching”, he shares. That spark of an idea grew into the APMP Leadership Academy, which David launched in 2024 to help bid professionals transition from managers to true leaders.
Leading Through the Storm
David’s leadership philosophy was forged in the fire of the COVID-19 pandemic, during which he served as the Managing Director of a small consultancy. Overnight, he had to navigate extreme uncertainty, supporting clients while making difficult decisions about his own people.
His strategy? Transparency and trust. “I got through it by communicating with our people regularly, openly, and honestly, and by prioritizing their wellbeing”, David reflects.
"Even when sharing bad news, explaining the 'why' helped build a culture of resilience and loyalty."
Three Pillars of Bid Success
When asked about the most critical skills for today’s bid managers, David highlights three essential traits:
- Collaboration: Work-winning is a team sport. Disjointed teams deliver disjointed bids.
- Adaptability: The ability to pivot when specs or deadlines change without losing momentum.
- Customer Commitment: Moving beyond generic templates to provide evidence-backed narratives that align with the buyer’s unique pain points.
- The Golden Rule: Don’t rush the pen.
One of David’s most valuable lessons comes from the bids that weren’t successful: the danger of starting to write too soon.
“Rushing to write typically results in abortive work and rushed re-writes at the 11th hour”, he warns. “Before writing, we need to understand the customer’s hot buttons, agree on our win strategy, and define our USPs. Then we can start storyboarding.”
Advice for the Next Generation: Focus on People
For those entering the profession, David’s advice is to look beyond the page. While writing and project management are core skills, your career growth depends on your “interpersonal skills”.
“Invest time in developing your interpersonal and communication skills”, David suggests.
"Managing stakeholder relationships and adapting to different personality types is what will set you up for future management and leadership positions."
Catch David at Optimize26: The Global Bid Conference
David is excited to bring his insights on Human-centric Leadership to day three of Optimize26, live in London, UK. He’ll be sharing how prioritizing people drives creativity, innovation, and organizational resilience.
Best of all? It’s completely free.
- When: 16th April | 8:30 AM – 4:00 PM GMT
- Where: 10 St Bride ST, London EC4A 4AD, United Kingdom
And if you see him between sessions, feel free to chat about his favourite band, Oasis. As a lifelong fan who saw them live at Loch Lomond in ’96, he’s always happy to talk about the soundtrack to his youth.
