There’s a problem with sending compelling proposals.
You're forced to choose. Send something quickly, and it's generic and forgettable. Or take the time to tailor it properly, but waste hours doing so. Most reps opt for speed, and buyers can tell.
We’ve launched a new way to build proposals: the AI-powered Smart Proposal Engine.
The goal? Help sellers create impressive proposals, in minutes, that are accurate, specific to their deal and stick to your sales rules.
Why proposal creation doesn't scale
For most sales teams, proposal creation looks something like this: find last quarter's template, swap out the company name, update the pricing (hopefully), delete the bits that don't apply, and hit send. It's manual, it's messy, and it doesn't scale.
The bigger the team, the worse it gets. Reps copy and paste from old proposals, introduce pricing errors, include content that's irrelevant to the buyer, or skip personalisation altogether because there simply isn't time. Meanwhile, RevOps and sales leaders have no visibility into what's going out the door. The engine now closes that last gap too, personalizing proposals down to the smallest detail.
This is the proposal problem that automation was built to solve.
What is proposal automation software?
Proposal automation software streamlines and accelerates the creation of sales proposals, reducing or eliminating the manual work involved in building, personalizing, and sending documents to buyers.
Rather than starting from scratch, these tools use rules, templates, CRM data and AI to generate tailored proposals automatically - reflecting the specific deal, buyer and context, without a rep having to build it manually each time.
The result: consistent output, fewer errors, and confidence that every proposal leaving the team reflects your process and positioning.
Here’s how it works
The Smart Proposal Engine helps your reps create the right proposal for every buyer, without them needing to edit the proposal themselves or think about what content to include.
What used to take hours of manual work now takes just a few minutes.
When a seller wants to build a proposal, they go through a guided proposal creation flow.
First, they select the deal from your CRM and add other, less structured, sources of deal info, like call transcripts or meeting notes.
Deal data from the CRM flows straight into the proposal, while AI extracts relevant details from these unstructured sources and uses them to tailor the content to every buyer's pain points, priorities, and goals.
For example, your team could set up the Smart Proposal Engine's built-in AI with a prompt like: "Based on the connected call transcript, write a 3-line executive summary that pulls out the specific pain points my buyer mentioned and covers how we solve them."
Reps fill any gaps in a quick guided form, and every proposal dynamically adapts to the deal.
Behind the scenes, a RevOps manager, sales leader, or someone else from your team, has set this workflow. They define which data sources reps can connect, where they can use AI and which content changes based on the deal.
This last part uses simple "if this, then that" rules. For example, if a call transcript shows the buyer is in real estate, the proposal automatically surfaces case studies from your other real estate clients.
This is easy to configure and builds your process directly into the proposal creation flow, so all your sellers are following the same repeatable approach.
Connected to your CRM, built for your workflow
One of the biggest sources of proposal inefficiency is the gap between your CRM and your documents. Deal data lives in one place; proposals get built in another.
The result is manual re-entry, outdated information and the kind of avoidable errors that erode buyer trust.
The Smart Proposal Engine closes that gap. By connecting directly to your CRM, it pulls deal-specific data into your proposal automatically.
For teams using Salesforce, HubSpot, Dynamics, Pipedrive or Zoho CRM, that connection is available today.
Why it matters
Buyers expect an offer that’s specific to them and their needs but, when you’re working at scale, reps simply don’t have the time to spend hours tailoring each proposal to every buyer.
In fact, a survey from Pipedrive found that 27% of sellers said that adoption of proposal and quote automation would have the biggest positive impact on their work.
Personalisation at scale has always been the hard part, and this is how the Smart Proposal Engine solves that…
- Sellers spend less time on each proposal and more time selling
- Buyers only see what's relevant to them, making purchase decisions easier
- Reps can't accidentally send the wrong pricing or content to the buyer
- Deal intelligence captured in your sales cycle actually makes it into the proposal
- Guardrails are built into the process and reps can't go off-book
- You have fewer templates to manage as one adaptable template replaces many
| Typical Processes | Qwilr's Smart Proposal Engine | |
|---|---|---|
Creation time | Hours of manual work | Minutes via guided flow |
Personalisation | Manual copy/paste | Automated from CRM + deal data |
Pricing accuracy | Prone to human error | Rules-based, enforced by system |
Content governance | Inconsistent across reps | Controlled by RevOps/sales leaders |
CRM integration | Manual re-entry | Direct connection to Salesforce, HubSpot, Dynamics, Pipedrive and Zoho |
Buyer experience | Generic, templated feel | Tailored to each deal and buyer |
Post-send visibility | None | Real-time tracking and engagement analytics |
A few things to note
The Smart Proposal Engine is available on our new Scale plan and automating the creation of proposals may require the use of paid credits.
Learn more about how credits work in Qwilr.
About the author
Guy Hall|Head of Product Marketing at Qwilr
Guy leads product marketing at Qwilr – tackling things like positioning, messaging, sales enablement and more. Guy has a background in content and communications, and has worked across a variety of industries including tourism, telecoms and tech.
Frequently asked questions
Reps complete a guided creation flow with deal-specific inputs. Predefined rules and connected data sources configure the proposal automatically, populating the right content, pricing and structure for each buyer.
Yes. Qwilr connects directly to Salesforce , Pipedrive, Dynamics, HubSpot and Zoho today.Deal data populates the proposal automatically.
Faster creation, fewer errors, consistent messaging, better buyer personalisation and improved post-send visibility. Reps spend less time on documents and more time selling.
By using a rules-based proposal engine that adapts content, pricing and structure based on deal-specific inputs, so every proposal feels tailored without hours of manual work.
AI proposal software uses artificial intelligence to extract relevant details from unstructured data like call transcripts and meeting notes, helping reps complete proposals faster.
Qwilr's Smart Proposal Engine uses AI alongside CRM data and predefined rules to make the whole process faster and more accurate.
