Proposal mechanics: The playbook for modern software agencies

High-performing bid teams aren’t winning more work by working longer hours. They’ve built systems that make it easier to respond quickly, tailor proposals to the opportunity, and align delivery from the start.

The advantage comes down to three factors:
Efficiency: how little time and cost each proposal consumes
Lead time: how quickly the team can respond to an opportunity
Quality: how relevant and convincing the final proposal is

Mikko Virtanen from Agileday and Michael Grubka from Apropo, who are in daily conversations with software agencies across Europe and the United States, share what the most forward-looking teams are doing differently, and what’s actually working on the ground.

Here are eight capabilities they see driving better results in real bid teams today.

Set your foundation: faster responses, sharper proposals

1. A full picture of your capabilities, all in one place

For most bid teams, the first few hours of developing a proposal are spent chasing information. Who has worked on similar projects? Is that person even available? Do we have a relevant case study? Too often, this information lives in separate systems, folders, or people’s heads.

With contextual AI, that data is not only available to be accessed, but can be enriched automatically; CVs update based on recent project work, case studies are generated from real delivery data, and team availability is surfaced instantly.

This turns the discovery phase of a proposal into a selection process, not a wild goose chase.

2. Tailored assets, not generic ones

Clients can spot a copy-paste job instantly. Still, many teams send out the same bios, the same slides, the same bullet points - simply because tailoring takes too long.

With structured data and contextual AI in place, firms are building asset libraries that adapt easily. CVs emphasise skills based on the opportunity. Case studies flex by industry or solution. Bios are rewritten automatically to focus on the client’s priorities.

The result isn’t just faster customization. It’s material that reads like it was built for them - because it was.

3. Pre-sales teams align with delivery from day one

One of the biggest risks in any proposal is a disconnect between what’s promised and what can actually be delivered. This misalignment often becomes visible too late - after the deal is signed, when delivery teams flag staffing issues, skill gaps, or unclear assumptions that weren’t surfaced during the sale.

High-performing firms solve this upstream. They simulate delivery scenarios during the bidding process, using live data on availability, skills, and even margin targets. This makes it possible to propose teams that are not only technically sound but fully viable, with the right roles, right timing, and right economics already tested.

Critically, they also involve future delivery leads and subject matter experts in the sales process itself. These are the people clients want to meet. Their participation increases credibility, speeds up sales cycles, and reduces the risk of post-signature surprises. And when the deal closes, there’s no handover needed. The team is already aligned.

“When delivery data powers pre-sales decisions, the proposal becomes more than a document. It becomes a plan that’s ready to execute as soon as you get the green light.”
— Mikko Virtanen, Co-Founder and Co-CEO, Agileday

This tighter collaboration turns proposals from a sales asset into a delivery-ready plan - one the whole team stands behind.

Build with clarity: pricing, packaging, and client collaboration

4. Need for Speed

The time it takes to get a complete offer to the client is becoming more critical by the day. The first company to respond usually gets the most attention, and every follow-up gets a little less.

Submitting early doesn’t just help you stand out. It gives your team more control over the sales process. While others are still working on their proposal, you’re already in the next conversation.

The firms with the highest conversion rates set up repeatable steps, smart templates, and lean processes that let them roll out proposals quickly, without compromising on quality.

5. Reusable components based on data

Most proposals feel rushed because everything starts from scratch. But the truth is, 80% of the structure stays the same. It just hasn’t been built to be reused or adapted.

Top teams now work with modular building blocks. Phases, team setups, base functionalities - they’re prebuilt, pre-estimated, and backed by data from previous work.

You can reuse them, adapt them, or extend them per deal. That means better accuracy, less assembly, and more time spent on the parts that actually need tailoring.

6. Proposals your client can work on with you

What the most efficient sales teams do is involve the client into crafting the proposal.

That starts with how the estimate is presented. Even a technically sound proposal will fall flat if the client can’t understand what’s included or how it connects to their goals.

Top-performing teams build proposals that make collaboration easy:

• Every feature or service is priced clearly
• Multiple scope and pricing options are included
• Clients can see exactly how scope changes will affect the price

This approach invites the client into the process. Instead of reviewing a static document, they’re actively shaping the final version with you.

“Quoting is no longer just about getting the numbers right. It’s about presenting them in a way that helps clients to understand them and that helps them make decisions.”
— Michael Grubka, Founder and CEO, Apropo

This shifts the proposal from a pricing document into a decision-making tool.

Deliver with confidence: aligned offers, seamless handovers

7. A proposal that matches the client’s actual needs

Not every client speaks the same language. But proposals often do - relying on generic messaging or overused templates that don’t speak to the client’s business drivers.

Top firms are building responses that map clearly to:

• The outcomes the client wants
• The pain points they’ve shared
• The business case behind the investment

This approach doesn’t just improve win rates. It sets up stronger client relationships from day one.

8. Methods and materials that support real conversations

Great proposals don’t win on paper. They win in conversation.

The best teams bring supporting materials that help steer the conversation - from visualised pricing summaries to simple, aligned slides. They work from playbooks that match the company size, sector, or sales stage. They present proposals directly, turning a one-way document into a two-way conversation - not just an attachment that is skimmed or overlooked.

Nothing is overbuilt. Nothing is overengineered. Everything exists to help the buyer move forward with less friction and more clarity.
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About the contributing authors

Michael Grubka
Founder and CEO of Apropo, a project estimation tool built for software agencies. Apropo helps teams quote faster, reuse data, and craft estimates that are easy to understand by the clients.

Mikko Virtanen
Co-Founder and Co-CEO of Agileday, the AI-powered operating platform built for modern professional services firms. It connects people, projects, and performance - eliminating silos, surfacing smarter decisions, and turning talent into your biggest growth driver.