# Proposal Builder > Generate customized sales proposals, business cases, and executive summaries tailored to the prospect's situation. Use this skill whenever a rep needs to create a proposal, write a business case, build an executive summary for a deal, draft a commercial proposal, or says "write a proposal for [company]", "help me build a business case", "I need a proposal document", or "create an executive summary for this deal". Also trigger when building SOW outlines, investment justifications, or mutual action plans. Use when this capability is needed. - Skill: `tomevault-io/proposal-builder-2` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add tomevault-io/proposal-builder-2` - Raw SKILL.md: https://api.skillmd.com/api/skills/tomevault-io/proposal-builder-2/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: tomevault-io (https://skillmd.com/u/tomevault-io) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/tomevault-io/proposal-builder-2 --- # Proposal Builder Create compelling, customized proposals that speak directly to the prospect's situation, pain points, and desired outcomes. A great proposal isn't a product brochure — it's a mirror that shows the prospect their own problems and a clear path to solving them. ## Philosophy The best proposals follow this structure: "Here's what you told us is broken → Here's what it's costing you → Here's how we fix it → Here's what success looks like → Here's the investment." Every section connects back to what the prospect said during discovery. --- ## How It Works ``` ┌─────────────────────────────────────────────────────────────────┐ │ PROPOSAL BUILDER │ ├─────────────────────────────────────────────────────────────────┤ │ DOCUMENT TYPES │ │ 1. Full Proposal — Comprehensive document for formal evaluation │ │ 2. Executive Summary — 1-2 page overview for senior stakeholders│ │ 3. Business Case — ROI-focused justification document │ │ 4. Mutual Action Plan — Shared timeline to close │ │ 5. SOW Outline — Statement of work framework │ ├─────────────────────────────────────────────────────────────────┤ │ DELIVERY │ │ • Markdown for quick review and iteration │ │ • Word document (.docx) for formal delivery │ │ • PDF for polished final version │ ├─────────────────────────────────────────────────────────────────┤ │ SUPERCHARGED (when you connect your tools) │ │ + ~~CRM: Deal data, pricing, stage, and timeline │ │ + ~~CRM: Contact roles and stakeholder mapping │ │ + ~~CRM: Company profile and industry context │ │ + ~~conversation intelligence (Gong): Discovery transcripts │ │ + ~~conversation intelligence (Gong): Prospect's own words │ │ + ~~data enrichment (ZoomInfo): Company research and tech stack │ │ + ~~data enrichment (Clay): Company enrichment and signals │ │ + ~~data enrichment (LinkedIn): Prospect profiles and activity │ │ + ~~chat: Internal deal discussions and context │ │ + ~~calendar/email: Prior correspondence with prospect │ └─────────────────────────────────────────────────────────────────┘ ``` --- ## Getting Started - "Write a proposal for [Company] — here's what I know..." - "Build a business case for the VP of Finance at [Company]" - "Create an executive summary for this deal" - "Help me outline a mutual action plan" - "Draft an SOW for our [product] implementation" --- ## Execution Flow ### Step 0: Automatic Data Pull (Before Asking the User Anything) **CRITICAL:** Before asking for deal context, pull everything from connected tools. The best proposals are grounded in real deal data and the prospect's own words from discovery. #### CRM Data Pull Check if you have access to CRM tools (look for tools containing `search_crm_objects`, `get_crm_objects`, or similar). If CRM tools ARE available: 1. **Find the deal.** Search `deals` for the company/deal name the user mentioned. - Properties: `dealname`, `amount`, `dealstage`, `closedate`, `createdate`, `pipeline`, `hubspot_owner_id`, `dealtype`, `description`, `notes_last_contacted`, `num_notes` 2. **Pull contacts.** Get associated contacts for the deal. - Properties: `firstname`, `lastname`, `jobtitle`, `email`, `phone`, `company`, `lifecyclestage` - Map roles: Who is the champion? Economic buyer? Technical evaluator? Who will read this proposal? 3. **Pull company.** Get associated company data. - Properties: `name`, `domain`, `industry`, `numberofemployees`, `annualrevenue`, `description`, `about_us`, `founded_year`, `country` - Use this for the "Understanding Your Situation" section 4. **Pull deal notes.** If notes exist, extract discovery context, pain points, and decision criteria. #### Sales Intelligence Data Pull **ZoomInfo** (if available): 1. **Research the company.** Use `zoominfo_search_company` with the prospect company name/domain. - Revenue, funding, employee count, industry — feeds the "Understanding Your Situation" section 2. **Get tech stack.** Use `zoominfo_get_tech_stack` for the prospect company. - Current tools → feeds competitive positioning and integration sections **Clay** (if available): 1. **Enrich the company.** Use `clay_enrich_company` with the prospect company domain. - Additional company context, signals, and enrichment data **LinkedIn** (if available): 1. **Get prospect profiles.** Use `linkedin_get_profile` for key stakeholders who will read the proposal. - Titles, tenure, background — personalize the proposal for each reader 2. **Search company updates.** Use `linkedin_search_companies` for recent company news. - Recent events, initiatives, and strategic moves to reference in the proposal #### Gong Data Pull Check if you have access to Gong tools (look for tools prefixed with `gong_`). If Gong tools ARE available: 1. **Find discovery calls.** Use `gong_search_calls` with the company name and deal date range. 2. **Pull transcripts.** Use `gong_get_transcript` on discovery and demo calls. - Extract: prospect's own words about pain points, goals, and desired outcomes - Extract: specific metrics, costs, and numbers the prospect mentioned - Extract: decision criteria discussed - Extract: objections or concerns raised 3. **Use prospect quotes directly** in the proposal — nothing is more powerful than their own words reflected back. #### Calendar/Email Data Pull If calendar/email tools are available (`outlook_calendar_search`, `outlook_email_search`): 1. Search email history with the prospect for shared materials, requirements, or follow-up notes 2. Check for any RFP or evaluation criteria documents exchanged #### Chat Data Pull If chat tools are available (`slack_search_public`, `slack_search_public_and_private`): 1. Search for the deal/company name in sales channels 2. Surface internal insights about competitive situation, pricing discussions, or stakeholder dynamics #### Present What You Found > "I pulled deal context for **[Company]**: a **$[X] deal** in **[Stage]** stage. Per CRM, the key contacts are **[Name, Title]** and **[Name, Title]**. Per ZoomInfo, they're a **[industry]** company with **[N] employees** and **$[X]M revenue**. [If Gong:] I found **[N] call transcripts** — key pain points include [topics]. Building your proposal now..." ### Step 1: Gather Remaining Context After the auto-pull, ask ONLY for what the tools couldn't provide: - **Pricing structure** — If not in CRM deal data - **Specific solution components** — What exactly are you proposing? - **Document type preference** — Full proposal, executive summary, business case, or MAP? - **Qualitative context** — Anything not captured in CRM/Gong (personal dynamics, unofficial concerns) ### Step 2: Generate the Proposal Build using ALL evidence. Cite sources when referencing data: "Per CRM:", "Per Gong:", "Per ZoomInfo:", "Per LinkedIn:". Use prospect quotes from Gong transcripts throughout. ### Step 3: Store Insights - Update `memory/deal-patterns.md` with proposal themes that resonate - Log the proposal in `memory/changelog.md` --- ## What I Need From You (When Tools Aren't Connected) The quality of the proposal is directly proportional to the discovery context you provide: **Must have:** 1. **Company name and context** — Who they are and what they do 2. **The problem** — What's broken, in their words if possible 3. **Your solution** — What you're proposing and why it fits 4. **Key stakeholders** — Who will read this, what they care about 5. **Pricing** — Investment amount and structure **Makes it much better:** - Discovery call notes or transcript - Their stated decision criteria - Competitor they're evaluating - Timeline and urgency drivers - Specific ROI metrics or goals they mentioned - Their current solution/process and its shortcomings --- ## Output Format: Full Proposal ```markdown # Proposal: [Your Solution] for [Company Name] **Prepared for:** [Primary Contact, Title] **Prepared by:** [Your Name, Title, Your Company] **Date:** [Date] **Valid through:** [Expiry date] --- ## Executive Summary [2-3 paragraphs that summarize: their challenge, the proposed solution, expected outcomes, and the investment. A busy executive should be able to read just this page and understand the entire proposal.] --- ## Understanding Your Situation [Reflect back what you learned in discovery. Use their language. Show you listened.] ### Current Challenges [Describe their pain points as they described them] ### Impact on Your Business [Quantify the cost of inaction — time, money, opportunity cost, risk] ### What Success Looks Like [Their stated goals and desired outcomes] --- ## Proposed Solution ### Overview [High-level description of what you're proposing — focused on outcomes, not features] ### How It Works [Concise explanation of the solution approach] ### Why This Approach [Connect your solution directly to their stated challenges] ### Key Capabilities | Their Need | Our Solution | Expected Outcome | |------------|-------------|------------------| | [Need 1] | [Capability] | [Result] | | [Need 2] | [Capability] | [Result] | | [Need 3] | [Capability] | [Result] | --- ## Implementation Plan | Phase | Timeline | Activities | Milestone | |-------|----------|------------|-----------| | Phase 1: [Name] | [Weeks] | [Key activities] | [Deliverable] | | Phase 2: [Name] | [Weeks] | [Key activities] | [Deliverable] | | Phase 3: [Name] | [Weeks] | [Key activities] | [Deliverable] | --- ## Expected Outcomes ### Quantified Benefits [ROI projections, efficiency gains, cost savings — tied to their metrics] ### Qualitative Benefits [Team impact, strategic positioning, risk reduction] ### Timeline to Value [When they can expect to see results] --- ## Investment | Component | Details | Investment | |-----------|---------|------------| | [Line item 1] | [Description] | [$ amount] | | [Line item 2] | [Description] | [$ amount] | | **Total** | | **[$ total]** | **Payment Terms:** [Structure] **Contract Term:** [Duration] --- ## Why [Your Company] [Brief — 3-4 points on why you're the right partner. Social proof, relevant experience, differentiators. Not a corporate brochure.] ### Relevant Customer Success [One or two short examples of similar customers and their results] --- ## Next Steps 1. [Specific action with date] 2. [Second action] 3. [Third action] --- ## Appendix (if needed) - Detailed technical specifications - Full ROI model - Customer references - Team bios ``` --- ## Document Variations ### Executive Summary (1-2 pages) For senior stakeholders who won't read the full proposal. Hits: problem, solution, outcomes, investment, next steps. Everything in one or two pages. ### Business Case ROI-focused document for financial stakeholders. Heavy on metrics, cost analysis, payback period, and risk mitigation. Less about the product, more about the investment thesis. ### Mutual Action Plan Shared document between you and the prospect outlining every step from now to close. Includes owners, dates, and dependencies. Creates accountability on both sides. ### SOW Outline Implementation-focused document with scope, deliverables, timeline, responsibilities, and acceptance criteria. Used when the prospect is ready to move forward and needs the "how." --- ## Personalization Rules The proposal should feel like it was written specifically for this prospect because it was: 1. **Use their company name** throughout — not generic "the customer" 2. **Quote their words** — reference specific things they said in discovery 3. **Match their priorities** — lead with what matters most to them 4. **Address their concerns** — proactively respond to known objections 5. **Speak their language** — match industry terminology and tone --- ## Related Skills - **roi-calculator** — Generate the ROI analysis for the business case section - **discovery-guide** — Better discovery leads to better proposals - **deal-qualification** — Ensure the deal is qualified before investing in a proposal - **battle-cards** — Incorporate competitive positioning if needed --- > Converted and distributed by [TomeVault](https://tomevault.io/claim/jbalbu01) — claim your Tome and manage your conversions.