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Unlocking Success in Public Sector Bids: A Conversation with Tom Sander-Daniel
From Bid Writer to Managing Director: Tom Sander-Daniel onGrowing Thornton & Lowe and Winning Public Sector Work
Tom discusses his career journey from studyinggeography to joining Thornton & Lowe as a bid writer eight years ago and becoming managing director last year, supported by leadership training (including ILM) and experience gained as the company grew from around 10–15people to about 65, including an acquisition. He explains Thornton & Lowe's core focus on helping organizations win public sector work through bid writing, advisory support, training, recruitment, and software: Tender Pipeline (opportunity searching with free and licensed options) and Tender Library (finding and reusing past bid content). The conversation covers bid/no-bid strategy, evidence-led responses, supplier engagement, frameworks and dynamic purchasing systems, challenges for SMEs versus incumbents, and how marketing and relationship-building before tenders drop can improve win chances. Tom shares three SME tips: build a targeted pipeline, plan engagement, and usestrong evidence.
00:00 Welcome and Intro
00:18 From Geography to Bids
02:15 Growing Into Leadership
03:59 Training and Accidental Managers
05:35 Becoming Managing Director
07:42 Team Growth and Remote Work
08:42 What Thornton and Lowe Does
10:03 Bid Support Levels Explained
11:51 Finding Tenders With Software
14:36 Tender Library Content Search
15:49 Training and Recruitment Services
18:24 SME Advice for Public Tenders
20:38 Winning Without ISO
21:41 Procurement Act Flexibility
22:25 Incumbent Myth Busting
23:22 Spotting Unfair Tenders
24:59 Shape Requirements Early
27:58 Framework Strategy Matters
28:17 Tender Types Explained
31:04 Frameworks Need Marketing
34:10 Bid Mentor and Outsourced Marketing
35:56 Three Tips for SMEs
38:01 Career Growth Advice
40:11 Where to Find Them
LINKS
Website: https://thorntonandlowe.com/
Tom’s LinkedIn: https://www.linkedin.com/in/thomasdaniel94/
Tender Pipeline: https://bidsoftware.thorntonandlowe.com/tenderpipeline/
ActionCOACH: https://business.actioncoach.co.uk/coaches/bolton
Paul Limb: https://www.linkedin.com/in/paul-limb/
View all episodes
By Paul LimbFrom Bid Writer to Managing Director: Tom Sander-Daniel onGrowing Thornton & Lowe and Winning Public Sector Work
Tom discusses his career journey from studyinggeography to joining Thornton & Lowe as a bid writer eight years ago and becoming managing director last year, supported by leadership training (including ILM) and experience gained as the company grew from around 10–15people to about 65, including an acquisition. He explains Thornton & Lowe's core focus on helping organizations win public sector work through bid writing, advisory support, training, recruitment, and software: Tender Pipeline (opportunity searching with free and licensed options) and Tender Library (finding and reusing past bid content). The conversation covers bid/no-bid strategy, evidence-led responses, supplier engagement, frameworks and dynamic purchasing systems, challenges for SMEs versus incumbents, and how marketing and relationship-building before tenders drop can improve win chances. Tom shares three SME tips: build a targeted pipeline, plan engagement, and usestrong evidence.
00:00 Welcome and Intro
00:18 From Geography to Bids
02:15 Growing Into Leadership
03:59 Training and Accidental Managers
05:35 Becoming Managing Director
07:42 Team Growth and Remote Work
08:42 What Thornton and Lowe Does
10:03 Bid Support Levels Explained
11:51 Finding Tenders With Software
14:36 Tender Library Content Search
15:49 Training and Recruitment Services
18:24 SME Advice for Public Tenders
20:38 Winning Without ISO
21:41 Procurement Act Flexibility
22:25 Incumbent Myth Busting
23:22 Spotting Unfair Tenders
24:59 Shape Requirements Early
27:58 Framework Strategy Matters
28:17 Tender Types Explained
31:04 Frameworks Need Marketing
34:10 Bid Mentor and Outsourced Marketing
35:56 Three Tips for SMEs
38:01 Career Growth Advice
40:11 Where to Find Them
LINKS
Website: https://thorntonandlowe.com/
Tom’s LinkedIn: https://www.linkedin.com/in/thomasdaniel94/
Tender Pipeline: https://bidsoftware.thorntonandlowe.com/tenderpipeline/
ActionCOACH: https://business.actioncoach.co.uk/coaches/bolton
Paul Limb: https://www.linkedin.com/in/paul-limb/