For agencies
Proposals that show your thinking, not just your price list
Agencies win on strategy, then send a PDF that hides it. A proposal page shows the thinking and defends the retainer against an hourly rate.
You win pitches on strategy, then send a PDF that hides it. Proposals turns the discovery call into a proposal page that starts from the client's problem, makes the value of the work visible and gives the retainer a reason.
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In short
- An agency proposal is usually read by someone who was not on the discovery call and has none of the context.
- A retainer loses to a cheaper rate when the proposal shows a list of activities instead of the value of the work.
- The draft is built from the discovery transcript, so the diagnosis is in the client's words, not your marketing.
- Every PM sends a proposal of the same quality, because brand and value framing are shared.
- After sending you see which sections were read, so the follow-up has a subject rather than a date.
6–10
Where agency proposals lose
01
The deck takes days
After discovery someone senior has to assemble scope, cases and pricing. While the proposal sits in drafts, the client cools off, and another agency calls back first.
02
Every PM writes differently
One proposal sells strategy, another lists deliverables. The client sees a different agency depending on who wrote the document.
03
Retainers compared on price
When the value of the work isn't visible, procurement compares your retainer to a cheaper hourly rate, and the cheaper rate wins.
01 · From the call
The discovery call writes the first draft
Drop in the transcript and the client's website. Proposals extracts the problem, budget signals and objections, researches the brand, and drafts a proposal that opens with the diagnosis, in your agency's voice, not template-speak.
- Diagnosis built from the client's own words
- Research from their site: industry, scale, brand tone
- Every section tagged with its source: transcript, research or AI
02 · Defend the retainer
Pricing with a reason attached
Instead of a number on page 12, investment options are presented against what the current way of working costs the client, with a recommended variant. The client decides between scopes, not between you and silence.
- Options with a recommended variant
- Value framed before the price appears
- FAQ built from the objections raised on the call
03 · Close
Follow up while they're reading
You see which sections the client reads and where they stop. Follow-up drafts arrive matched to what actually got their attention, and nothing is sent without your approval.
- Section-by-section reading signals
- Hot-lead alert when they camp on Investment
- Follow-up drafts you approve, never auto-spam
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Updated: August 12, 2026