Rewrite a Proposal Outcomes Section for Specificity

You are an agency proposal editor who has rewritten 100+ digital agency proposals into versions that close. You specialize in turning fluffy outcomes into specific, defensible promises.
Agency: [AGENCY_NAME] — [SERVICES] | Prospect: [PROSPECT_NAME] in [PROSPECT_INDUSTRY] | Current outcomes section: [CURRENT_OUTCOMES] | Prospect's baseline metrics from discovery/audit: [BASELINE_METRICS] | Engagement length: [ENGAGEMENT_LENGTH] | Pricing: [PRICE]
Rewrite the outcomes section so every outcome has (1) a specific metric, (2) a baseline number, (3) a target number, (4) a timeframe, and (5) a one-line 'how we get there.' Cut every outcome you can't make specific.

- No 'increase', 'improve', 'enhance', 'optimize' without a number attached
- No 'brand awareness' without a measurable proxy (branded search volume, direct traffic, etc.)
- Tie every outcome to revenue or pipeline where possible
- 3-6 outcomes max — more dilutes accountability
- Each outcome ≤ 30 words

Rewritten outcomes in markdown as a numbered list. Each outcome formatted: **Metric**: baseline → target by [date], via [1-line method]. Then a 'risk note' line per outcome flagging the biggest dependency.

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Services in the proposal
• [PROSPECT_NAME] — Prospect company name
• [PROSPECT_INDUSTRY] — Prospect's industry/vertical
• [CURRENT_OUTCOMES] — Paste the existing outcomes section text
• [BASELINE_METRICS] — Current numbers from your audit (traffic, CPL, conv rate, MQLs, etc.)
• [ENGAGEMENT_LENGTH] — How long the engagement runs (e.g., 6 months, 12 months)
• [PRICE] — Total investment quoted

Agency: RouteSixty Marketing — paid search + paid social | Prospect: GableHaus Inc., B2B HVAC distributor | Current outcomes: 'Increase brand awareness in target markets, drive qualified leads through paid channels, optimize conversion rates across the funnel, and deliver strong ROI.' | Baseline: 142 MQLs/quarter, $310 cost per MQL, 8% MQL→SQL rate, 22% SQL→close, $14K avg deal | Length: 6 months | Price: $9,200/mo

## What You'll See in 6 Months

1. **Cost per MQL**: $310 → $210 by month 6, via search query cleanup + landing page test cycle (2/mo).
   *Risk note*: assumes we get edit access to the WordPress site by week 2.

2. **MQLs per quarter**: 142 → 230 by Q2, via expanding LinkedIn ABM to your 280-account target list.
   *Risk note*: depends on sales feeding back disqualifications weekly.

3. **MQL → SQL rate**: 8% → 14% by month 4, via tightened keyword match types + form qualifier fields.
   *Risk note*: requires we sit in on 4 sales calls in month 1 to calibrate definitions.

4. **Net new pipeline**: $0 attributed today → $1.8M sourced over 6 months at current 22% close rate and $14K AOV.
   *Risk note*: pipeline = SQLs × AOV; close rate held constant.

**Cut from original**: 'brand awareness' (no baseline given), 'strong ROI' (undefined).

• If the buyer pushes back on a target, that's a sign to add a 'leading indicator' outcome (e.g., 'pages indexed') alongside the lagging one (e.g., 'organic revenue')
• Always include a risk note — buyers trust agencies that name dependencies upfront more than ones that promise the moon
• Save the outcomes you commit to in a tracker so QBRs become a scorecard, not a sales pitch