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Procurement Go-to-Market Process: How to Maximise Value and Stop Leaving Money on the Table

Procurement Go-to-Market Process: How to Maximise Value and Stop Leaving Money on the Table
Procurement Go-to-Market Process: How to Maximise Value and Stop Leaving Money on the Table
Written by:
Joe Bryant
Written by:
Trace Insights
Publish Date:
Feb 2026
Topic Tag:
Procurement

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There's a pattern that plays out in procurement teams across Australia with depressing regularity. A contract is approaching expiry. Someone raises the flag — usually later than ideal. A decision is made to "go to market." Templates are pulled from the last process. Requirements are gathered in a rush, often by copying the existing scope of work with a few tweaks. The RFx goes out. Responses come back. An evaluation panel scores them against criteria that may or may not reflect what the organisation actually needs. A preferred supplier is selected. Terms are negotiated — usually under time pressure because the existing contract is about to lapse. A new agreement is signed.

Joe Bryant, Senior Consultant

Everyone breathes a sigh of relief. The procurement team moves on to the next fire.

And somewhere in that process — usually in several places — the organisation left a significant amount of commercial value on the table. Not because anyone did anything wrong, exactly, but because the process was designed around compliance rather than value creation.

This is the fundamental challenge with procurement go-to-market processes in most Australian organisations, whether government or private sector. The mechanics of tendering — the RFx documents, the evaluation matrices, the probity frameworks — are well understood and generally well executed. What's far less consistent is the strategic thinking that should sit around those mechanics: the choices about when to go to market, how to structure the approach, what to test with suppliers before formalising requirements, how to design evaluation criteria that surface genuine capability differences, how to negotiate beyond price, and how to transition from procurement process to contract performance without losing the commitments that were made during the tender.

Each of those choices — made well or poorly — has a material impact on the commercial outcome. And collectively, they're where the difference sits between a GTM process that delivers 5% savings on the incumbent's rates and one that delivers 15-25% total cost improvement through a combination of scope redesign, service model innovation, better commercial structures and genuine competitive tension.

Why go-to-market processes underperform

Before getting into what good looks like, it's worth understanding why so many GTM processes deliver underwhelming results. In our experience working across procurement programs in both government and commercial organisations, the same failure patterns come up repeatedly.

Starting too late

The single biggest driver of value leakage in procurement is compressed timelines. When an organisation starts its GTM process six months before contract expiry, it's already behind. Complex service categories — facilities management, logistics, IT managed services, labour hire, professional services — need 12 to 18 months of lead time to do properly. That includes time for spend analysis, requirements definition, market sounding, document preparation, response period, evaluation, negotiation, contract execution and transition.

When timelines are compressed, the first things to get squeezed are the activities that create the most value: market research, requirements challenge, commercial baseline development, and negotiation. The process defaults to "get compliant responses and pick the best one" rather than "shape the market to deliver the outcome we actually need."

The Australian National Audit Office has repeatedly identified this as a systemic issue in Commonwealth procurement, noting that procurements need to be well planned and with sufficient time to give decision-makers a genuine choice. The same dynamic plays out in state government and the private sector.

Copying the existing scope instead of challenging it

Most go-to-market processes start by documenting what the organisation currently buys — the existing scope, volumes, service levels and specifications. This feels like a sensible starting point. The problem is that it anchors the entire process to the status quo.

If the organisation has been buying a service the same way for five years, there's a reasonable chance the scope has drifted, service levels have become misaligned with actual need, specifications include requirements that made sense when they were written but no longer do, and the commercial model reflects the last negotiation rather than what the market can actually deliver.

A well-run GTM process challenges the scope before going to market. It asks: are we buying the right things? Are the service levels calibrated to business value, or have they become an untouched artefact of the last contract? Could a different service model — different bundling, different risk allocation, different technology — deliver a better outcome? These are the questions that unlock genuine value, and they need to be answered before the RFx documents are drafted, not discovered during evaluation when it's too late to restructure.

This is fundamentally a strategy exercise, not an administrative one. It requires understanding what the organisation actually needs, what the market is capable of delivering, and where the gap between the two creates an opportunity for a different commercial conversation.

Treating evaluation as a scoring exercise

The evaluation stage of most GTM processes is built around weighted criteria and scoring matrices. Panel members read responses, assign scores against predetermined criteria, and the highest-scoring respondent is identified as the preferred supplier.

This approach has strengths — it's transparent, defensible and consistent. But it has a significant weakness: it tends to reward well-written responses rather than genuinely differentiated capability. A supplier with an excellent bid writer can score well on methodology, resourcing, innovation and risk management criteria without any of it translating into superior delivery. Meanwhile, a supplier with genuinely different capability but a less polished response may score lower.

The best GTM processes supplement scoring with structured evaluation activities that test capability more directly: reference checks that go beyond the names provided by the respondent, site visits to see operations first-hand, scenario-based sessions where shortlisted suppliers work through realistic problems, and commercial modelling that stress-tests pricing structures against volume variations, scope changes and escalation mechanisms.

These activities take more time. They also produce dramatically better information for making what is often a multi-million dollar decision.

Negotiating too narrowly

Perhaps the most common point of value leakage in procurement is the negotiation phase. In many organisations, "negotiation" effectively means pressing the preferred supplier on rates — asking them to sharpen their pricing, remove margins, or match the lowest price from the competitive field.

This is the least valuable form of negotiation. Suppliers know it's coming, and they price accordingly — building headroom into their initial offer specifically to accommodate the expected rate discussion. The result is a predictable dance where the supplier concedes 3-5% on rates, the procurement team claims a saving, and the actual commercial structure remains largely unchanged.

Genuine value in negotiation comes from a different set of levers entirely: scope definition (what's in, what's out, what's optional), risk allocation (who bears volume risk, who absorbs cost escalation, who owns transition), commercial mechanism design (fixed fee versus cost-plus versus gain-share versus outcome-based), indexation and escalation (CPI, WPI, bespoke indices, cap and collar structures), performance and remedies (KPIs that actually drive behaviour, meaningful service credits, improvement mechanisms), change control (how scope changes are priced, who initiates, what the governance looks like), and exit and transition (how the contract ends, what the obligations are, how IP and data are handled).

Each of these levers typically represents more commercial value than the rate negotiation that gets all the attention. A well-structured negotiation strategy identifies which levers matter most for the specific category and pursues them systematically.

Losing value at contract transition

The final failure pattern is the handover between procurement and contract management. In many organisations, these are different teams with different priorities and limited overlap. The procurement team manages the GTM process, negotiates the contract, gets it signed, and moves on. The contract management team inherits an agreement they weren't closely involved in shaping, with commitments they may not fully understand and performance expectations they may not have the tools or authority to enforce.

The ANAO has documented cases where Commonwealth contracts were managed by 19 different people over a 14-year period, with few having experience managing large-scale contracts or formal contract management training, and none involved in the original tender or negotiation. It's an extreme example, but the underlying dynamic — disconnection between procurement and contract management — is extremely common.

This is where the value negotiated during the GTM process either gets realised or evaporates. Without deliberate transition planning, performance baselines, and contract governance structures, the gap between what was agreed and what gets delivered can widen quickly.

What a high-performing GTM process looks like

The organisations that consistently maximise value from their go-to-market processes share a set of common practices. None of them are revolutionary — but the discipline of executing all of them, consistently, for every significant procurement, is what separates good outcomes from mediocre ones.

Phase one: strategic preparation

The GTM process should begin with a clear commercial hypothesis, not a set of tender documents. This means understanding the current state comprehensively: what are we spending, with whom, on what scope, at what service levels, under what commercial terms? It means analysing that baseline against market benchmarks and identifying where the gaps, inefficiencies and opportunities sit. And it means developing a go-to-market strategy that's tailored to the specific category — not a generic "run an RFT" decision, but a deliberate choice about the right approach for this market, this scope, this set of objectives.

For a mature, competitive market with clear specifications, a single-stage open tender may be appropriate. For a complex, evolving category where innovation matters, a multi-stage process starting with an expression of interest or request for proposal may deliver better results. For a category with limited competition or high switching costs, a structured negotiation with the incumbent — backed by genuine market intelligence — may be more effective than a full tender that attracts marginal competitors.

This strategic preparation phase should also include market sounding — structured conversations with potential suppliers (conducted within appropriate probity boundaries) to test assumptions about scope, pricing, capability and appetite. Market sounding is one of the most underutilised tools in Australian procurement. It costs relatively little time, and the intelligence it provides can fundamentally reshape the GTM strategy.

The Victorian Government's procurement guidance explicitly encourages market sounding as a means to "seek feedback from the market and encourage market interest in contesting the project." NSW Government's procurement framework positions open requests for proposal as particularly useful "when you're unsure of pricing or don't know which supplier can best satisfy your agency's procurement needs." Both recognise that preparation and market intelligence are prerequisites for value, not optional extras.

Phase two: requirements and document design

With a clear strategy and market intelligence in hand, the requirements definition and RFx document design phase can begin. The key principle here is that the documents should be designed to generate the information you need to make a good decision — not just to satisfy a compliance checklist.

This means writing requirements that describe outcomes rather than prescribing methods wherever possible. It means designing evaluation criteria that weight the factors that actually differentiate value — capability, approach, risk, innovation, total cost — rather than defaulting to a standard 60/40 or 70/30 split between technical and commercial scores. It means structuring the commercial response format so that pricing is comparable across respondents, transparent in its assumptions, and amenable to modelling under different scenarios.

Poorly designed documents are one of the most common causes of value leakage — not because they fail to attract responses, but because they attract responses that are difficult to compare, hard to evaluate meaningfully, and don't surface the information needed for effective negotiation.

For government organisations in particular, where probity constraints limit the ability to iterate with suppliers during evaluation, the quality of the documents issued at the start of the process has an outsized impact on the quality of the outcome.

Phase three: market engagement and response management

How an organisation engages with the market during the GTM process matters as much as what's in the documents. Pre-tender briefings, Q&A processes, site visits and industry engagement events all serve to improve the quality of responses by ensuring suppliers understand the context, the priorities and the genuine areas of flexibility.

Organisations that treat the response period as a black box — issue documents, answer formal questions, wait for submissions — typically receive less innovative and less commercially compelling responses than those that invest in genuine engagement. Suppliers respond to signals. When they see an organisation that's invested in understanding the market, has clear priorities, and is open to creative commercial structures, they invest more effort in their response.

Managing the response period effectively also means being responsive to questions, providing consistent information to all participants, and maintaining competitive tension. The goal is to create an environment where every shortlisted supplier believes they can win — because when suppliers believe the outcome is predetermined, the quality of their offer reflects it.

Phase four: evaluation and shortlisting

Evaluation should be multi-dimensional, combining scored assessment of written responses with practical verification activities for shortlisted suppliers. The evaluation plan should be designed before the process starts — not retrofitted once responses are in — and should align directly with the strategic objectives identified during preparation.

For complex categories, interactive evaluation sessions with shortlisted suppliers can be enormously valuable. These sessions — sometimes called "competitive dialogue" or "interactive tender process" — allow the evaluation panel to probe claims made in written responses, test capability through realistic scenarios, and identify genuine differentiators that don't emerge from scored documents.

The Victorian Government's procurement framework explicitly supports interactive tender processes and structured negotiations as tools for resolving issues "under competitive tension." These mechanisms are particularly valuable for service categories where the way a supplier approaches problems, manages exceptions and adapts to changing requirements is as important as their baseline capability.

Phase five: negotiation

Negotiation should be treated as a distinct phase with its own strategy, preparation and skilled execution — not as an afterthought bolted onto the end of evaluation.

A strong negotiation strategy identifies the key commercial levers for the specific category, establishes a clear BATNA (best alternative to negotiated agreement), sets target and walkaway positions for each lever, and sequences the negotiation to build toward agreement on the most valuable terms.

In our experience, the levers that create the most value are rarely the ones that get the most attention. Rate reductions are visible and easy to measure, but scope optimisation, risk reallocation, indexation design, and performance mechanism calibration typically deliver 2-3 times more commercial value over the life of a contract. The challenge is that these levers require deeper category knowledge and more sophisticated commercial modelling to pursue effectively.

This is one of the areas where external procurement expertise makes the most tangible difference — bringing category benchmarks, negotiation experience across comparable deals, and the commercial modelling capability to quantify the value of different structural options.

Phase six: contract transition and governance

The final phase — and the one most often neglected — is the transition from signed contract to operational performance. This requires a deliberate handover from the procurement team to the contract management or operational team, including detailed briefing on the commitments made, the rationale behind key commercial terms, the performance framework and how it's intended to work, and the escalation and governance mechanisms.

It also requires establishing the operational rhythm for contract governance: regular performance reviews, supplier relationship meetings, commercial reviews, and mechanisms for managing scope changes and continuous improvement. Without these structures, the commercial value negotiated during the GTM process erodes over the first 12-18 months as scope creeps, service levels blur, and the relationship defaults to informal arrangements that may not reflect the contract.

For organisations with complex, multi-site operations — whether in FMCG and manufacturing, resources and energy, or health and human services — this transition is particularly critical because the gap between head office contract terms and operational site-level behaviour can be substantial.

Common categories where GTM value gets lost

While these principles apply across all procurement categories, certain categories are particularly prone to value leakage during the GTM process.

Facilities management and property services. Complex scope, multiple service lines, significant site variation, and long contract terms create enormous potential for scope ambiguity and cost drift. The difference between a well-structured FM contract and a poorly scoped one can be 20-30% of total spend over the contract life.

Logistics, transport and warehousing. Categories where volume variability, geographic complexity and operational interdependencies mean that headline rates tell a small fraction of the commercial story. Understanding total cost — including indirect costs like inventory impact, service failures and administrative overhead — is essential for meaningful evaluation. Trace's warehousing and distribution and BOH logistics expertise is particularly relevant here.

IT managed services and technology. Categories characterised by rapid change, high switching costs, and commercial models that can range from input-based (people and hours) to outcome-based (service levels and availability). The scope and commercial structure choices in technology procurement often lock in more value — or destroy more — than the rate negotiation.

Labour hire and contingent workforce. Categories where margin transparency, markup structures, and the interplay between procurement terms and workforce planning and operations create significant complexity. A well-designed GTM process considers not just the rates paid but the workforce model that drives demand.

Professional and consulting services. Categories where the evaluation challenge is acute — distinguishing between suppliers who write well about capability and suppliers who actually deliver. Panel arrangements in particular can become stale, with work flowing to incumbents regardless of the competitive framework.

How Trace Consultants can help

At Trace Consultants, we help Australian organisations design and execute procurement go-to-market processes that deliver genuine commercial outcomes — not just compliant processes.

Our approach starts with the strategic preparation that most GTM processes skip: spend analysis, baseline development, market intelligence, requirements challenge and commercial hypothesis development. We do this work before a single tender document is drafted, because it's where the largest opportunities are identified and the GTM strategy is shaped.

Go-to-market strategy and design. We help organisations determine the right approach for each category — single or multi-stage, open or selective, competitive or negotiated — based on market conditions, organisational objectives and risk appetite. Our strategy and network design capability ensures the GTM approach reflects the broader supply chain and operational context.

Requirements definition and scope challenge. We work with stakeholders to define requirements that reflect actual business need rather than inherited scope, and structure them in ways that encourage innovative responses and enable meaningful comparison.

RFx document development and market engagement. We draft tender documentation that's clear, commercially intelligent and designed to generate the information needed for effective evaluation and negotiation. We support market sounding, pre-tender briefings and supplier engagement activities.

Evaluation design and support. We design evaluation frameworks that surface genuine capability differences, and support evaluation panels with commercial analysis, reference checking and scenario-based assessment activities.

Negotiation strategy and execution. We develop and execute negotiation strategies that go beyond rate reduction to address the full range of commercial levers — scope, risk, indexation, performance, change control and exit. Our procurement team brings benchmarks and deal experience across the categories where Australian organisations spend the most.

Contract transition and governance. We help organisations bridge the gap between procurement and contract management — establishing performance baselines, governance rhythms and management frameworks that protect the value negotiated during the GTM process. Our project and change management capability supports smooth transition from procurement to operational delivery.

Capability uplift. We help procurement functions build the internal capability to run effective GTM processes independently — through training, playbooks, templates and coaching that embed better practices into the organisation's standard way of working. Our organisational design expertise ensures procurement capability sits within a structure that supports sustainable performance.

Getting it right matters more than ever

Australian organisations — in both the public and private sectors — are operating in an environment where cost pressures are intensifying, supply markets are tightening in several critical categories, compliance and transparency expectations are increasing, and the consequences of getting procurement wrong are more visible than ever.

In that context, the go-to-market process is one of the highest-leverage activities any procurement function undertakes. The difference between a mediocre GTM process and an excellent one is measured in millions of dollars for large organisations — not over many years, but on each significant contract.

The organisations that invest in doing it properly — that give themselves enough time, challenge their own assumptions, engage the market intelligently, evaluate with rigour, negotiate with skill and transition with discipline — consistently outperform those that treat procurement as a transactional compliance exercise.

If your organisation is preparing to go to market on a significant contract and you want to make sure the process delivers its full commercial potential, we'd welcome the conversation.

Ready to turn insight into action?

We help organisations transform ideas into measurable results with strategies that work in the real world. Let’s talk about how we can solve your most complex supply chain challenges.

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