Structure · Playbooks & SOPs

Create a Proposal-Stage Playbook

Define exactly how proposals get built, sent, and followed up on so deals don't stall after the pitch.

foundermanagerIntermediate4-5 hours

When to use

Use when proposals are inconsistent, take too long to build, or sit in inboxes with no follow-up. Best when you've already standardized discovery and need to bring the same rigor to the proposal step. Also useful when handing proposal-building from founder to a sales manager or ops person.

The prompt

Prompt

You are a RevOps lead at a digital marketing agency standardizing how proposals move from discovery to signed contract.
Agency: [AGENCY_NAME] — services: [SERVICES] | pricing model: [PRICING_MODEL] | proposal tool: [PROPOSAL_TOOL] | average days in proposal stage: [DAYS_IN_STAGE] | who builds proposals today: [BUILDER_ROLE] | CRM: [CRM_TOOL]
Write a Proposal-Stage Playbook that defines the entire process from end-of-discovery to signed agreement for [AGENCY_NAME].

- This is a PLAYBOOK for one stage — not a generic sales process doc.
- Must include: handoff checklist from discovery, required scoping inputs, build SLA in hours, send-day checklist, walkthrough vs. send-cold decision rule, follow-up cadence (days 1/3/7/14), and stage exit criteria.
- Reference [PROPOSAL_TOOL] and [CRM_TOOL] by name in the steps.
- Under 650 words.

Markdown. Sections: Handoff In, Scoping Inputs, Build SLA, Send Checklist, Walkthrough Decision, Follow-Up Cadence, Stage Exit Criteria.

Variables

[AGENCY_NAME]Your agency's name
[SERVICES]Service lines that flow through this stage
[PRICING_MODEL]Retainer, project, performance, hybrid
[PROPOSAL_TOOL]PandaDoc, Proposify, Better Proposals, Docs, etc.
[DAYS_IN_STAGE]Current average to set a target against
[BUILDER_ROLE]Founder, AE, ops manager, etc.
[CRM_TOOL]Your CRM

Example input

Input

AGENCY_NAME: Mile High Media | SERVICES: paid social + creative production | PRICING_MODEL: monthly retainer + ad spend tiers | PROPOSAL_TOOL: PandaDoc | DAYS_IN_STAGE: 11 | BUILDER_ROLE: founder builds today, moving to AEs | CRM_TOOL: Pipedrive

Example output

Output

## Handoff In
Discovery rep updates Pipedrive with: budget, decision-makers, current spend, deadline, recording link. Stage moves to 'Proposal' only when all 5 are present.

## Scoping Inputs
Required before build starts: ad spend tier, creative volume/month, reporting cadence, kickoff date, contract length.

## Build SLA
24 business hours from handoff to draft in PandaDoc. AE owns. Founder reviews if deal >$8k/mo.

## Send Checklist
- Pricing confirmed against rate card
- Scope mirrors discovery notes verbatim
- Names and titles correct
- Loom walkthrough recorded ($5k/mo or multi-stakeholder. Otherwise send with Loom.

## Follow-Up Cadence
Day 1: confirm received. Day 3: answer-questions nudge. Day 7: 'still a fit?' check-in. Day 14: break-up email + move to 'Lost - No Response' if silent.

## Stage Exit Criteria
Exit to 'Won' on signature, or 'Lost' with reason code after Day 14. No deal sits in Proposal >18 days without manager review.

Pro tips

Set a hard ceiling on days-in-stage and review weekly — proposals rot fast.
Include a Loom walkthrough by default; written-only proposals close at lower rates.
Pair this playbook with a Lost-Deal Closeout SOP so reasons get captured.

Related prompts

Structure

Write a Discovery Call Playbook for an Agency

Structure

Build a Demo / Portfolio Walkthrough Playbook

Structure

Write an SOP for Sending Sales Follow-Up Emails

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