The agent pulls from the CRM record: company name, deal size, contact names and titles, deal stage, key pain points logged in the opportunity notes, products or modules in scope, and commercial terms discussed. It cross-references this with the buying committee map to ensure the proposal addresses the right stakeholders and the right decision criteria for each. Discovery call notes and rep observations from the opportunity record are incorporated into the executive summary and problem framing sections — so the proposal sounds like it was written by someone who was on the calls.

Generic case studies in proposals are worse than no case studies — they signal the vendor didn't think about fit. The agent selects proof assets matched to the prospect's industry, company size, and primary pain: if the prospect is a financial services company with a data accuracy problem, it inserts the financial services case study with the data accuracy metric, not a SaaS e-commerce case study about speed. It also pulls relevant G2 reviews, ROI statistics, and third-party data points that speak to the specific deal scenario. Proof sections are specific by default.

The section of a proposal that drives the purchase decision most often is the ROI or business case section — and it's the section most frequently built with placeholder numbers or omitted entirely. The agent calculates a deal-specific ROI estimate using inputs from the CRM (deal size, company size, product scope) and the discovery notes (rep research time, enrichment pass rate, SDR headcount). The ROI model uses conservative assumptions and shows the calculation transparently — so the CFO can see the math, not just the output. A defensible ROI estimate built from the prospect's actual situation converts better than a generic 'average customer sees 3× ROI' claim.

A proposal that requires a designer to format before it can be sent doesn't get sent on time. The agent generates proposals in a ready-to-send format: a structured PDF or Google Slides deck with your brand applied, cover page with company name and deal date, sections in the right order (executive summary, problem statement, solution overview, proof, ROI, commercial terms, next steps), and all variable fields filled from the deal data. The rep receives the document link, reviews for accuracy, and sends — without opening PowerPoint or reformatting a template.