TL;DR
A client closed a $1.4M deal by doing one thing different: they didn't ask ChatGPT for "a proposal." They fed AI a Context Stack - their brand story, positioning, messaging, tone, buyer persona data, and a library of success stories.
With that context, AI helped draft a sharp project approach, aligned case studies, and a cohesive, on-brand proposal - fast.
Context turns AI from a ghost intern into a strategic partner. Here's how:
The high-stakes RFP (and the blank-page problem)
Seven figures on the line. A short runway.
Small team, big competition.
We skipped the "start from scratch" dance and gave AI the same intelligence the team would use - just organized, portable, and ready to go.
What we fed AI (aka the Context Stack)
- Brand story + positioning so every line reinforced why they win
- Messaging + tone so it sounded like them (and only them)
- Buyer persona details so pain points and goals were crystal clear
- Success-story library so AI could assemble case studies with real proof
- Product and service notes so the approach matched how they actually execute
What changed about this proposal??
- Project approach: Drafted around their edge - not generic boilerplate
- Case studies: Pulled the right wins and shaped them to the buyer's needs
- Consistency: Multiple contributors, one voice
- Speed: Iterations in minutes, not days - without losing strategy
Result: A strong proposal that felt inevitable.
Outcome: $1.4M in new revenue booked
Why context?
When AI has strategy-grade inputs, it doesn't just write - it reasons within your constraints:
→ Which angles fit your positioning
→ Which proof points matter to this buyer
→ How to frame trade-offs
That's where the lift comes from.
Let's zoom out for a sec:
McKinsey estimates that marketing & sales capture a large share of genAI's value, not just in content speed but in smarter commercialization and personalization.
And with B2B buying groups averaging ~10-11 stakeholders, clarity and cohesion across materials isn't optional - it's the game.
Meanwhile, ~80% of B2B sales interactions are shifting to digital channels, so how you show up in writing matters more every quarter.
Steal this workflow
If you have a master brand doc, break it into "snackable" inputs AI can actually use:
- Story & Positioning
- Messaging & Tone
- Persona(s)
- Proof Library
- Product & Service notes
Load them into a ChatGPT project so context persists. Then ask for outputs that apply that context (proposal sections, case studies, outreach emails), not just "write this email."
Yes, it takes time to organize.
No, you won't miss drafting a proposal from a blank doc at 11:47 pm.
Our client didn't win a 7-figure deal because they "used AI."
They won because they invested the time to get crystal clear on their brand strategy, positioning, messaging, story, and personas - and then used that clarity as fuel for AI.
High-value input created high-value output. (...and helped land a huge win for their team!)
That's all,
Dani
P.S. Been helping a few teams build their context stack lately - it's become some of my favorite work. If you're stuck on yours, just reply. I'd love to hear what you're working with.