4 hours, down to 6 minutes.
Proposal generation went from a half-day task to a six-minute one — giving every partner 30+ hours back a month.
Industry tag: Professional Services
Service tag: Workflow Automation
Saved per partner, monthly
sec
Average proposal generation time
3
3
X
More proposals sent per month
Weeks
From kickoff to live
Ashford Whitmore is a 22-partner management consulting firm. Every new engagement started with a custom proposal — and every proposal started from a blank document.
The Problem
Proposals ate the week.
Partners spent 3–4 hours per proposal, pulling case studies, formatting pricing, and rewriting boilerplate that barely changed engagement to engagement. Slow turnaround meant lost deals to faster-moving competitors — and partners resented the time it stole from billable work.
A Senior Partner told us: "We were losing deals not on price or fit, but on speed. Somebody else got their proposal in first."
The Approach
A 6-week build.
Phase 01 — Weeks 1–2: Audit & Design
Reviewed 40+ past proposals to identify reusable structure and language
Mapped which sections varied by client vs. stayed constant
Designed a template system with AI-generated custom sections
Phase 02 — Weeks 3–4: Build
Built a proposal generator trained on the firm's best-performing past proposals
Integrated with their CRM to auto-pull client and engagement details
Built a case study matching engine to auto-select relevant past work
Phase 03 — Weeks 5–6: Deploy & Refine
Piloted with 3 partners on live proposals
Refined tone and formatting based on partner feedback
Rolled out firm-wide with a short training session
The Solution
A draft, not a form.
The system now generates a client-ready first draft in minutes:
Partner enters basic engagement details in the CRM
AI pulls relevant case studies and past proposal language automatically
AI drafts the full proposal — scope, pricing, timeline, case studies
Partner reviews, adjusts tone or specifics, and sends
Every sent proposal feeds back into the system to improve future drafts
The Results
90 days of results.
6 minutes average proposal generation time, down from 4 hours
30+ hours saved per partner, per month
3x more proposals sent monthly across the firm
Win rate up 18% — attributed largely to faster turnaround
"
"We're not writing proposals anymore. We're reviewing them. That's a completely different job."
Popia
Senior Partner, Ashford Whitmore
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