Providers frequently ask ISG which success factors can be defined for winning bids. While one might be inclined to say that the best solution or the cheapest offer has highest winning chances, we increasingly observe that clients perceive solutions as comparable and non-differentiating. Winning bids typically differentiate on how provider sell. Soft factors such as co-creation or revealing insights might make the difference. Based on observations from multiple ISG-advised tenders, this session provides insights into patterns of successful bids and how providers can increase their chances to win a bid with successful differentiation.