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Psychology + Content = A winning Equation on your Proposal Virtual Workshop

March 23, 2023 @ 3:00 pm - 5:00 pm

 Online Meeting (Live)
Government Contracting

Psychology + Content = A winning Equation on your Proposal

Psychology + Content = A Winning Equation

What motivates us to click on a link – even if we know it’s probably click bait? Why do you open some emails but ignore others? And why on earth do we spend our greatest commodity – our time – painstakingly reading reviews in order to choose the best restaurant, car, vacuum, or coffee brand?

On the flip side, business development is largely about persuading potential clients to choose your business over the competition. To do that, you gotta know what your clients are thinking and feeling. That’s why content + psychology is vital to your business success. In this webinar, you’ll discover practical ways to increase audience appeal and, ultimately, to win more business – through content that gets to the heart of your clients.


Hayley Watkins, CP APMP, CCMP

Co-Founder + Chief Operating Officer | Summit Strategy

Hayley brings more than 12 years of experience helping organizations elevate their brand by developing forward-thinking marketing and pursuit teams. She is experienced throughout the sales and marketing lifecycle, including partnering with sales professionals to identify target markets and clients, developing marketing campaigns to promote thought leadership, leading capture planning and strategy development to win new business, and managing all aspects of proposal development. As a leader, she serves as an advocate, coach, and mentor to enhance team abilities and is an active member in industry organizations and advocate for the implementation of best practices.

Krystn Macomber CP APMP Fellow, LEED AP

Co-Founder + Chief Executive Officer | Summit Strategy

Krystn brings more than 19 years of experience helping small and large organizations improve performance and operations to create high-performing marketing, pursuit, and business development teams. Often commended for the ability to strategically make an impact in a short period, Krystn successfully cultivates powerful relationships to break down silos and align goals. She brings a unique client-centric focus to branding and marketing strategies, resulting in significant sales growth and improved win rates. Krystn has a passion for driving teams to develop innovative and unique win strategies and value propositions. She is an industry leader, speaker, mentor, and coach through various professional associations and organizations. Krystn is currently the past board chair for the Association of Proposal Management Professionals (APMP), a 10,300-member, $2.5M global professional association.

Hayley and Krystn are co-founders of Summit Strategy, an integrated marketing + proposal consulting firm to help you win more business through strategic planning, proposal development, branding, and training. We support B2G/B2B service companies, professional services firms, and individuals who need to elevate their brand.

 Summit Strategy


The Catalyst has obtained Subject Matter Experts (SME) to share their knowledge during two-hour classes as part of our Government Contracting Credentials (GCC) series which is a series of classes for Government Contractors and their employees. For more information on the GCC Series visit: https://catalystcenter.org/services/our-services/item/gcc

This is an online workshop using Zoom Video Communications. You will receive a reminder email the day of the event with the link to access the meeting.

Registration Policies:

Registration and Fees: Payment of seminar fees may be made by check, money order or credit card. Payment must be received to guarantee your space in an event.

Refund Policy: If you wish to request a refund, please contact the conference organizer listed above to discuss. You may also elect to send a substitute in your place. If the event is cancelled, all fees will be returned.

Special Accommodations: In accordance with the American Disabilities Act and state law, you may request accommodations due to a disability by contacting the event organizer listed above. Advance notice may be necessary for some accommodations. Registration must be paid prior to accommodation requests.


March 23, 2023
3:00 pm - 5:00 pm


The Catalyst


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