Do You Need A Credentials Deck Or A Capabilities Deck?
Credentials decks and capabilities decks are often part of the pitching process. They are very similar and therefore often confused. They could also be required in a different order depending on who wants them and when. As a professional pitch deck designer, I often see mistakes being made. Get the right deck and you’re showing you understand the process and the requirements. Get it wrong and you risk wasting an opportunity.
If you already know you need advice on whether you need a credentials or capabilities deck – or need them designed - please get in touch. Read on for more information on the difference between the two and which one you’ll need for which circumstances.
Credentials decks vs capabilities decks
Both decks are short, branded, and required during the pitching stage. However, if you send the wrong one, you’re not only sending the wrong information, you’re sending a signal that you don’t understand the process.
A credentials deck is about proof
These are made up of around 10-20 slides and essentially say why people should trust you as a company.
A capabilities deck is about what you can do
They are around 10-15 slides and are about your offering and relevance to your potential client.
What goes in a credentials deck?
Credentials tend to be quite stylistic, heavy on design and lighter on content. They promote your company. They cover:
Who you are - foundations, when you were created, how many founders, how many people currently make up the company
Who you’ve worked with – avoid adding numerous logos but add some to show you’ve worked with other relevant companies
What you’ve delivered - what you do every day and that falls into results and case studies
Results, testimonials, case studies – what you’ve done and the results you’ve achieved
Awards, experience, and other credibility markers - if you don’t have any awards, use other social proof to show your work is good
What goes in a capabilities deck?
Capabilities decks are more of a sales tool. They include:
Your services – a very clear, simple explanation of what you do that can be easily understood by someone with no idea
Your process or approach – how you do what you do, the tools you use, and why your approach differs
The problems you solve – this can be a case study
Your areas of expertise - how long you've been working in that area, and levels of expertise
How you work – what working with you entails
As you can see, there are common areas and some slides would be the same or similar for both decks. However, capabilities decks lead with the client's problem and credentials decks lead with your story.
The common mistakes people make with credentials and capabilities decks
The recurring mistakes I see and have to correct for my clients include:
Sending capabilities when credentials were requested
You’re sending a sales pitch when your prospect wants proof you’re a legitimate option.
Treating them as one document
A large ‘hybrid’ deck won’t do either job properly.
Designing capabilities decks like credentials decks
Credentials decks look good and are brand-led. Capabilities decks should be sharper and more thought-provoking.
Too many logos on credentials decks
Loads of client logos squashed onto one slide suggests you’ll work with anyone, not just the right people.
A credentials deck with no recent updates
Failing to add new information that could make all the difference, like an important award or new hire.
A capabilities deck front cover that say nothing
This is a wasted opportunity to make a great first impression.
If you don't understand which deck does which job, or at what point to use them in the process, you’ll risk getting it wrong.
The important design differences between credentials and capabilities decks
As a PowerPoint designer, I know how important it is to get the structure and design of slide decks right:
Credentials decks need to look amazing
They show off your company. There’s more white space, more thought towards art and graphic design, and they feel more visually confident.
Capabilities are more intense and thought-provoking
While they are still branded, the slides in a capabilities deck have to offer clarity and show the problem, impact, solution, and process.
Case studies have different emphases
In credentials decks case studies are there for proof. In capabilities decks they are more demonstrations of problem-solving. This means the same project can be presented in two different ways and needs to be shown in the right way.
Client logos need curation
They should match the requirements, not just be used without any thought.
Which deck do you need first?
Logic suggests that you should first show what you can do with a capabilities deck, then prove you can do it with your credentials deck. However, this is not always the case.
With agencies and large companies it’s credentials first
With agencies and larger companies, you’ll normally lead with credentials first. They are the social proof that auditors and procurement teams need to see before deciding whether to invite you further into the process.
Once you get to the pitch stage you’ll need your capabilities deck to show how you are answering the brief.
With smaller companies, it’s capabilities first
The smaller or more niche the company, the more capabilities lead. Startups and small companies of five people or fewer will need to show they can do what’s being asked, how they do it, and who the team are first. Credentials are secondary, partly because you may not have many at this stage.
Do you need a short-form or long-form credentials deck?
Most established companies have two versions of their credentials deck. Knowing which to send when matters as much as which document.
Long-form tends to be a PDF, and your audience, auditor, or procurement lead will sit down and read it as part of the shortlisting process.
Short-form is more a recap, for when they've already seen the long version and it maybe needed a refresh because something has changed since you last spoke.
A lot of designers will create one and consider it done. The short-form is where most decks fall down because it gets treated as a cut-down version. It really needs to be approached as a re-pitched recap.
Get the right advice and the right deck for what you need
These days I am a freelance PowerPoint designer, but I have also worked in agencies and large corporates so I know presentation design from both sides. I always advise my clients on what they need and why – and it’s often not what they think they need. Do you need advice or new credentials or capabilities decks? Why not get in touch?