Leadership in motion: Coaching, staying close to the work, and augmenting with AI

Samantha Kalmar, Head of Major Proposals, Pursuits & Solutions for MinterEllison in Sydney, shares her journey reinstating pursuits as part of their proposal process

My recent transition into the role of Head of Major Proposals, Pursuits and Solutions comes at a time of meaningful change at the large legal and consulting firm I work for. This new role reintroduces pursuits. This is a strategic move that reflects a clear recognition: to win more, we must prepare better. It responds to a growing need for integrated leadership across the full opportunity lifecycle and the implementation of an AI-augmented proposal process.

Engage early, win more

Pursuits are now established for critical opportunities, enabling us to engage with clients early, shift perceptions before RFPs land, and align our efforts with what clients truly need. The time we gain back through AI augmentation is being re-deployed to targeted pursuits and proactive client engagement, areas where we can make the biggest impact.

Coaching through strengths and purpose

My leadership style remains rooted in coaching. Some readers may recall this theme from the APMP ANZ Conference in Brisbane in 2024. I focus on helping team members identify their strengths and connect deeply with the purpose behind their work. When people understand the “why,” they bring more energy, creativity, and ownership to the “how.”

Over the years, I’ve helped my team recognise that proposals are not just a stepping stone—it’s a career path in its own right. By helping people see long-term opportunities in this space, they grow in confidence, capability, and ambition. Coaching in this context means listening, guiding, and creating space for others to lead and be recognised.

I remain committed to helping everyone feel comfortable bringing their whole self to work. I’m transparent with the team, and they’re the same with me. It’s a relationship built on mutual respect and shared accountability.

Staying on the tools

One way I stay connected to the team and the work is by remaining hands-on. I continue to run my own end-to-end proposals, particularly for strategic pursuits we’ve been preparing for over time. This isn’t just about staying sharp, it’s about staying relevant.

Our messaging, branding and content are constantly evolving. If I’m not close to the work, I can’t help guide these elements effectively. Staying on the tools allows me to lead with insight, support the team with credibility and spot opportunities for innovation that might otherwise go unnoticed.

Add design thinking

I recently completed an Introduction to Design Thinking course with Stanford. One key concept I’ve brought back to the team is how to navigate the balance between divergent and convergent thinking. Early in a process, we diverge (exploring ideas, challenging assumptions, and bringing diverse perspectives to the table). We get the best of our diverse perspectives when everyone feels psychologically safe. As we move toward delivery, we converge (aligning on strategy, sharpening messaging, and executing with precision). This rhythm helps us stay creative while producing focused, high-impact work.

Building an AI-augmented process

Another key element of change in our environment is a push toward AI adoption. My team is deeply involved in this evolution - from pricing AI tools and exploring new delivery models to developing our own internal AI-augmented proposal process.

We’ve adopted a framework that clearly defines where human and AI skills should be leveraged. This ensures AI supports, rather than replaces, the judgment and creativity that define great proposals.

So far, we’ve implemented AI to augment value proposition development, win strategy, executive summaries, RFP compliance checks, research, and CV/bio generation. Next, we’re tackling client-centric drafting, editorial, capability statements, and value-adds.

Looking ahead

The culture we are building is one of innovation, accountability, and high performance. We challenge each other to think differently, take ownership, and collaborate at a high level. Twelve months from now, success, to me, will look like a fully embedded AI-augmented process (available firm-wide) and a stronger pre-RFP engagement model that connects deeply with clients.

Leadership, for me, is about creating the conditions for others to succeed, while staying close enough to the work to lead with authenticity. I’m excited for what’s ahead and am proud to be part of a team that’s evolving how we pursue and win opportunities.