The Proposal Problem
A prospect asks for a proposal. The partner means to get to it. Days pass. By the time the proposal lands, the prospect has moved on.
Law firms lose business not because of price or capability—but because of speed. The firm that responds fastest often wins.
Proposal automation eliminates the bottleneck between "yes, send us a proposal" and "here it is."
What Slows Proposals Down
Partner bottleneck: Only partners can scope work and approve pricing. Partners are busy with clients.
Template chaos: Every proposal starts from scratch or from an outdated template someone finds in email.
Approval loops: Multiple partners need to sign off. Email chains get lost.
Scope creep: Initial conversation becomes elaborate proposal covering things client did not ask for.
Pricing uncertainty: What did we charge last time? What is the market rate? Paralysis.
The Automated Proposal Workflow
Step 1: Intake Trigger
When a proposal request comes in:
- Log opportunity in CRM
- Capture prospect details (company, contact, need)
- Identify practice area and matter type
- Assign responsible partner
Automation: Form submission or CRM entry triggers workflow, creates task for partner.
Step 2: Scope Selection
Partner selects from pre-defined scope options:
- Standard matter types with pre-scoped work
- Modular add-ons for additional services
- Custom scope option (with required description)
Automation: Menu-driven selection, not blank page drafting.
Step 3: Pricing Calculation
Based on scope selection:
- Pull standard pricing for selected services
- Apply client-specific discounts if existing relationship
- Calculate flat fee, hourly estimate, or hybrid
- Generate pricing options (good/better/best)
Automation: Pricing rules applied consistently. No manual calculation.
Step 4: Document Generation
System generates proposal document:
- Professional template with firm branding
- Scope description from selected options
- Pricing as configured
- Team bios for assigned attorneys
- Relevant case studies or credentials
- Terms and engagement letter attachment
Automation: Complete proposal document ready for review.
Step 5: Partner Review
Partner receives draft for review:
- One-click approve
- Quick edit for customization
- Reject with notes (returns to scope selection)
Automation: Mobile-friendly approval. Review in minutes, not hours.
Step 6: Delivery
Upon approval:
- PDF generated and delivered to prospect
- E-signature option for engagement letter
- Follow-up sequence scheduled
- CRM updated with proposal stage
Automation: No manual sending. Immediate delivery.
Building the Scope Library
By Practice Area
Define standard matters for each practice area:
- Employment: Employee handbook review, single termination, policy audit
- Corporate: Entity formation, contract review, compliance assessment
- Litigation: Initial assessment, motion practice, discovery phase, trial prep
- IP: Trademark search, patent application, infringement analysis
Scope Components
For each standard matter:
- Description (client-facing)
- Deliverables (specific outputs)
- Assumptions (what is included/excluded)
- Timeline (typical duration)
- Staffing (which level attorneys)
Pricing Models
Attach pricing to each scope:
- Flat fee (most matters)
- Fee range (variable scope)
- Hourly with estimate (complex matters)
- Hybrid (flat for phases, hourly for variable)
Approval Workflows
Single-Partner Matters
Standard work, established pricing:
- Partner reviews and approves directly
- No additional sign-off needed
- Target: Proposal out same day as request
Non-Standard Pricing
Discounts, custom arrangements:
- Partner proposes pricing
- Managing partner or pricing committee reviews
- Approval required before proposal release
- Target: Proposal out within 48 hours
Large Opportunities
Major matters, new client relationships:
- Full proposal with pitch team input
- Multiple partner review
- Conflict check completion
- Target: Proposal out within one week
Measuring Proposal Performance
Speed Metrics
- Time from request to proposal delivery
- Time in each workflow stage
- Approval cycle time
Targets: Standard proposals < 24 hours, complex < 72 hours
Win Metrics
- Proposal win rate
- Win rate by speed (faster vs. slower proposals)
- Conversion by pricing model
- Lost proposal analysis
Quality Metrics
- Proposals requiring rework
- Client questions/clarifications needed
- Scope accuracy (actuals vs. proposed)
Integration Points
CRM
- Opportunity creation triggers workflow
- Proposal status updates CRM
- Win/loss tracked in pipeline
Document Management
- Proposals saved to matter or prospect file
- Version control for iterations
- Signed engagement letters filed
Practice Management
- Matter created upon engagement signature
- Scope and pricing transferred
- Team assignment initiated
E-Signature
- Engagement letter ready for signature
- Signature status tracked
- Countersigned copy returned automatically
Common Mistakes
Over-Proposing
Elaborate proposals for simple requests. Prospect wants price; firm sends 20-page deck.
Fix: Match proposal complexity to opportunity. Quick quote for simple work.
Pricing Inconsistency
Different partners quote different prices for same work.
Fix: Standard pricing with documented exceptions. Price from the system, not memory.
No Follow-Up
Proposal sent, then silence.
Fix: Automated follow-up sequence. Human call after 3 days. Close the loop.
Template Stagnation
Templates from 2020 still in use in 2026.
Fix: Quarterly template review. Update credentials, pricing, language.
Manual Everything
Each proposal is a custom project.
Fix: Automation is the default. Custom is the exception.
ABA Considerations
Rule 7.1: Proposals are communications about services. No false or misleading statements. Credentials must be accurate.
Rule 1.5: Quoted fees must be reasonable. Document basis for pricing.
Rule 1.18: Proposal process may create prospective client relationship. Handle information accordingly.
The ROI
Direct impact:
- More proposals sent (capacity increase)
- Faster proposals (competitive advantage)
- Consistent pricing (margin protection)
- Better win rates (speed + professionalism)
Time savings:
- Partner time per proposal: 2-3 hours → 15-30 minutes
- Support staff time: 1-2 hours → automated
Revenue impact:
- If 20% more proposals convert due to speed
- And proposal volume increases 50% due to capacity
- Revenue impact is substantial
Getting Started
- Audit current proposal process (where are the delays?)
- Define 5-10 most common matter types
- Create scope and pricing for those types
- Build template with modular components
- Implement simple approval workflow
- Track metrics from day one
- Expand scope library based on demand
The Bottom Line
The fastest proposal usually wins—as long as it is competent. Automation makes fast the default.
Stop losing business to firms that are simply quicker. Systematize proposal generation and compete on speed as well as substance.