EPDs To Spec Wins With Basis-of-Design
Most teams treat EPDs like a compliance checkbox, then hope specs magically follow. The smarter play links environmental data to Basis-of-Design (BOD) visibility and to the only metric that matters in commercial terms: how often a BOD spec becomes an installed win. This post turns EPD work into a revenue engine by tracking spec-to-win conversion and wiring EPD-backed SKUs into bids, RFQs, and project databases.
Basis-of-Design is the hinge between intent and revenue
A Basis-of-Design callout sets the technical anchor for a product in drawings and specs. It does not guarantee the sale, but it moves your product from consideration to default. Treat BOD like a lead source you can influence with environmental proof, not a lucky mention you discover after the bid.
Define the KPI that keeps everyone honest
Spec-to-win conversion is simple. Among opportunities where your product appears as Basis-of-Design, what share ends as an installed award for that same SKU or family. Use this base formula and split results by market, channel, and competitor set.
Spec-to-win conversion = BOD wins divided by BOD specs
Map environmental data to where decisions get made
EPDs only help if they show up where evaluators look. Tag every product-specific EPD to the exact SKU and manufacturing location used in takeoffs and submittals. Make sure the program operator link and declaration number live alongside your tech sheets so a reviewer can verify in seconds.
Wire projects, not just marketing pages
Push EPD attributes into systems that handle deals, not only the website. The BOD breadcrumb trail should exist in your CRM, your bid board, and your project database. If a spec says Basis-of-Design and the RFQ asks for a product-specific EPD, you want that trigger to flag the opportunity automatically.
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Capture the evidence at four checkpoints
Here is the minimum viable instrumentation to make BOD measurable.
- Inbound: capture whether the opportunity cites BOD or equal, plus the exact spec section.
- Midstream: record EPD presence by SKU in each submittal and any reviewer feedback.
- Award: mark whether the installed product matches the BOD callout or a substitution won.
Prioritize which EPD to create next
Not every SKU deserves the same speed. Rank candidates by a simple score that blends projected spec volume, margin, and BOD likelihood in current pipelines. Add a competitiveness factor based on whether alternatives already have product-specific EPDs. The output is a clear queue of models that unlock real revenue, not just brochure updates.
Prove sustainability positioning changes win rates
Do controlled tests. In territories with similar pipelines, ship two spec packages for the same product. One includes a crisp EPD summary page with the verification details and the precise declared unit. The other omits that page. Track BOD spec-to-win over a quarter. If the story does not move the number, tighten the message or the placement rather than declaring victory too early.
Keep renewals in sync with sales sprints
EPDs generally renew on predictable cycles tied to the governing rules of the chosen program operator. Align refresh timing with bid seasons and major account pursuits so reviewers are never staring at a declaration that is close to expiry. Near-expiry documents increase the risk of substitution during value engineering, which no one wants.
What to ask EPD platforms and partners
A credible partner should make data collection feel white‑glove and fast for busy plant and product teams. Look for three things. First, ruthless support on pulling utility, material, and waste data from ERPs and meters so engineers stay focused on the line. Second, clear mapping of each declaration to the exact SKUs sales actually quote. Third, operator agnosticism, since US teams often choose Smart EPD and many European teams prefer IBU, yet the sales goal remains the same.
Avoid the quiet killers of BOD conversion
Treating EPDs as a defensive move creates a reporting island that never touches specs. Not tagging BOD in CRM erases the ability to measure improvement. Ignoring substitutions hides the last mile problem where a competitor swaps in at purchasing. Fix the plumbing and the pictures follow.
Bring it together without the hand‑waving
Environmental data becomes commercial leverage when it is tied to Basis-of-Design mentions and tracked to the award. Define the spec-to-win KPI, wire EPD-backed SKUs into every project system, proritize modeling by sales impact, and test the message. We believe this is the simplest path to turn a declaration into a dependable spec advantage, not just a PDF in a folder.
Frequently Asked Questions
What is Basis-of-Design and why does it matter for EPDs?
Basis-of-Design is a spec callout that sets the reference product. When your product is the BOD and it carries a product-specific, third-party verified EPD, reviewers can approve faster and are less likely to penalize your submittal with generic or worst‑case carbon assumptions.
How do I calculate spec-to-win conversion tied to BOD?
Count all opportunities where your product is listed as Basis-of-Design. Divide the number of installed wins by that set. Segment by market, competitor, and whether the EPD was present in the submittal.
Which data fields should live in our CRM for BOD tracking?
Add fields for BOD present, spec section, EPD present by SKU and plant, program operator link, and substitution outcome at award.
When should we renew an EPD relative to selling seasons?
Time renewals so declarations are comfortably valid during peak bid windows and key account pushes. This reduces review friction and protects against last‑minute substitutions.
About the Author
Eric works at the intersection of sustainability, regulation, and business strategy, helping manufacturers navigate the evolving landscape of EPDs and LCAs. Having spoken with hundreds of teams across North America, brings a deep understanding of what drives ROI, what regulators are asking for, and how companies can stay ahead with smart, scalable approaches to environmental reporting.
