---
name: proposal-personalization-brief
description: Creates a proposal personalization brief by connecting a prospect's objectives, language, industry context, stakeholders, requirements, and proof points to an existing proposal structure. Use for account-specific proposal planning, executive summaries, and bid response tailoring.
license: Apache-2.0
metadata:
  adlass.categories: "sales-crm/quotes-proposals"
  adlass.industries: ""
  adlass.tags: "proposal,personalization,prospect,requirements,messaging,proof-points"
  adlass.adaptation: "reference-doc"
  adlass.source: "original"
  adlass.version: "1"
---

# Proposal personalization brief

## Purpose

Give a proposal team an evidence-backed map of what to emphasize for one prospect. It translates discovery evidence into audience-specific themes, proof points, terminology, and safe personalization opportunities.

## Scope

Use the prospect account record, discovery notes, RFP, stakeholder map, existing proposal or solution template, approved case studies, and brand or messaging guidance.

**Excluded:** writing unsupported claims, changing approved pricing, sending the proposal, or researching private facts outside the supplied corpus.

## Data basis

- Account and opportunity record with industry, segment, stage, value, stakeholders, and stated objectives.
- Discovery notes, RFP requirements, evaluation criteria, objections, competitor references, and customer language.
- Approved proposal template, capability descriptions, case studies, brand guide, and reference metrics.

## Result

A personalization brief with audience map, requirement priorities, message pillars, section-level edits, proof-point matches, terminology guidance, do-not-claim items, and open questions.

## Quality criteria

- Every personalization recommendation cites prospect evidence and an approved source for the proposed claim.
- Mandatory requirements and evaluation criteria are represented in section mapping.
- Case studies are selected by documented problem, industry, or outcome relevance.
- Unsupported personal, company, or performance claims are explicitly blocked.

## Instructions

Mirror the prospect's terminology only when it is clear and non-conflicting with approved product language. Separate quoted customer priorities from inferred themes. Map each proposed change to a proposal section and audience. Use approved case-study wording and preserve metric qualifiers. Do not invent a stakeholder preference, competitor weakness, implementation result, or named executive concern. Flag contradictions between the RFP and discovery notes.

## Adapt before use

- Add the approved proposal template, messaging guide, case-study library, and reference metrics.
- Map CRM, RFP, stakeholder, and proposal-section fields.
- Define audience labels, forbidden claims, language, and the evidence standard for personalization.

## Process detail

### Profile the prospect and audiences

Capture account context, buying stage, evaluation criteria, stakeholder roles, stated objectives, and decision milestones.

**Data basis:** CRM account/opportunity fields, stakeholder map, RFP cover page, and discovery notes.

**Result:** Audience profile with fact, source, and confidence fields.

**Acceptance criterion:** Every audience fact has a citation and inferred items are labelled.

**Exception:** Do not infer authority or preference from an unverified title or meeting attendance.

### Extract requirements and customer language

List requirements, success measures, objections, repeated phrases, and evaluation weights.

**Data basis:** RFP requirements, discovery transcript, and evaluation matrix.

**Result:** Prioritized requirement and language table.

**Acceptance criterion:** Every mandatory criterion and explicit objection appears once with location.

**Exception:** Preserve conflicting wording as separate evidence and flag it for resolution.

### Map themes to proposal sections

Assign message pillars, section emphasis, and audience angle to the approved proposal structure.

**Data basis:** Proposal template, requirement table, account objectives, and messaging guide.

**Result:** Section personalization map.

**Acceptance criterion:** Every mandatory requirement maps to a section or an open question.

**Exception:** Keep a proposed message distinct from a confirmed customer statement.

### Match approved proof points

Select case studies, capabilities, references, and metrics based on documented relevance.

**Data basis:** Case-study library, capability catalogue, reference metrics, and requirement rows.

**Result:** Proof-point table with relevance reason and citation.

**Acceptance criterion:** Each selected proof point has a source and a direct relevance match.

**Exception:** Exclude a case study when its outcome, industry, or metric qualifier does not support the prospect need.

### Record wording and claim guardrails

List preferred terms, avoid terms, claims requiring approval, unsupported claims, and section-level do-not-say items.

**Data basis:** Brand guide, approved messaging, prospect language, and proof-point table.

**Result:** Editorial guardrail section for the proposal team.

**Acceptance criterion:** Every blocked claim names the missing evidence or approval source.

**Exception:** Do not convert an open question into a suggested fact.

### Document what could not be assessed

List missing evaluation criteria, incomplete stakeholder evidence, absent case-study fit, and unresolved contradictions.

**Data basis:** Source inventory, requirement map, and guardrail log.

**Result:** Open-questions section with affected proposal section.

**Acceptance criterion:** Every gap cites the missing document or exact conflicting passage.

**Exception:** State no open questions only after audience, requirements, proof, and language checks.