Proposal strategy & AI-native content systems

Calm in the tempest.

RFP due Friday? I help busy sales teams win the bid in front of them and build a proposal function that lasts, without the cost of a full-time hire.

Book a 20-minute call → See services

20+ years in proposals · Based in Minnesota · Working with teams in the US and worldwide

The RFP lands Monday.

It's due Friday, and nobody owns it. Sales, a solutions engineer, and a founder all take a piece.

The answers are scattered.

Five people's heads, three shared drives, and a proposal someone wrote two years ago.

Your experts are tired.

They've answered the same forty questions this quarter. Their real work is waiting.

Services

Start with one bid. Stay for the system.

Each engagement stands on its own, and each one leaves your team with content and process you can reuse.

Win the bid in front of you

Per pursuit

First 48

From $1,500 · next morning

Send an RFP. Get a bespoke toolkit: bid summary, key dates, requirements checklist, draft win themes, and a go/no-go read.

A fast, low-risk way to see how I work.

What’s included

Bid summary: buyer, scope, evaluation criteria, and submission requirements
Key dates calendar and requirements checklist
Draft win themes based on the RFP and your inputs
Go/no-go read with risks and open questions

You provide: The complete RFP, plus a 15-minute intake call or questionnaire.

Not included: Writing responses.

Win Map

From $3,500 · per bid

Buyer research, competitive intel, and a Traps & Gaps analysis, plus win themes and messaging for the bids that matter most.

Traps: where competitors are weak. Gaps: your weak spots, handled first.

What’s included

Buyer research summary
Competitive intel on likely bidders
Traps & Gaps analysis, with how to address each
Win themes and messaging guidance

You provide: The RFP, known competitors, and a 45-minute interview with the account owner.

Not included: Drafting the response.

Pursuit Playbook

From $6,500 · per RFP

A pursuit your sales team can take and run with: strategy recommendations, response calendar, SME plan, and a first-pass draft.

For teams with capable people and no time to plan.

What’s included

Strategy recommendations and win themes
Response calendar with owners and deadlines
Expert plan and question list
First-pass draft from your approved content

You provide: The RFP, past proposals or your content library, and named experts.

Not included: Final editing, design, and submission (available as an add-on).

Get your content in shape

Projects

Library Checkup

From $2,500 · 1–2 weeks

A third-party ROT audit that finds what’s redundant, outdated, or trivial in your library, plus a step-by-step playbook your team can follow. You get a clear, scannable ROT Report.

Hire me for Library Rescue within 30 days and the fee counts toward it.

What’s included

Audit for redundant, outdated, and trivial content, errors, and tagging gaps
Library health score
ROT Report with a prioritized, step-by-step playbook
Readout call to walk through findings

You provide: An export of or read access to your library.

Not included: Rewriting or retagging (that’s Library Rescue).

Library Rescue

From $7,500 · 3–4 weeks

Zombie content, retired. I audit, dedupe, and rewrite your library, then retag it and set review cycles so it stays fresh.

For anyone who inherited a pile of “proposal content” and has no idea what’s in it.

What’s included

Audit and deduplication
Rewrites of priority answers and retirement of obsolete content
Updated taxonomy and tags
Review schedule with named content owners

You provide: Library access, expert fact checks, and one approver.

Spellbook

From $6,500 · 2–3 weeks

Custom AI assistants and prompt libraries for your proposal workflow, built inside the tools you already pay for, with guardrails and team training.

Just curious? Start with a 2-hour Spellbook Workshop, from $1,500.

What’s included

Audit of your current AI and proposal tools
3–5 custom AI assistants or prompt libraries in your own accounts
Guardrails for what AI drafts and what people decide
Live team training and a short “how we use AI” guide

You provide: A technical contact for your tools, plus sample RFPs and approved content.

Not included: Buying or licensing AI tools.

Build it and keep winning

Builds, retainers & debriefs

Proposal Engine

From $18,500 · about 6 weeks

Your proposal function, built: content library, AI workflows, go/no-go scorecard, process guide, and sales enablement.

What you'd get from a full-time hire, in six-ish weeks.

What’s included

Content library build or rebuild
AI-enabled drafting workflows
Go/no-go scorecard
Process guide from intake to submission
Sales enablement: training and quick-reference materials

You provide: An executive sponsor, expert time, and access to your RFP platform.

Not included: Platform license fees.

Fractional Lead

From $4,500 · per month

Ongoing strategy on call, Win Maps, library upkeep, and quarterly library-health reporting, sized to your RFP volume.

Three-month minimum, then month to month.

What’s included

Monthly pursuit credits for First 48s, Win Maps, and Pursuit Playbooks
Library upkeep and strategy on call
Quarterly library-health reporting
Tiers sized to your RFP volume

You provide: A primary contact and timely access to pursuits and experts.

Not included: Full response writing beyond first drafts, unless added.

Win/Loss Debrief

From $2,500 · per bid

A prep call with you, a candid interview with the buyer (live or async), and a results session. You get a beautifully formatted report that’s simple to scan.

Buyers often tell a neutral third party what they won’t tell your sales team.

What’s included

Prep call on goals, questions, and who to interview
A candid buyer interview, live or async
Results session with your team
A formatted report that’s easy to scan

You provide: Buyer contact details and permission to reach out.

Not included: Guaranteed buyer participation.

Commercial RFPs and pursuits for SaaS, health tech and global teams. Prices are starting points; every engagement is scoped on a short call.

Harbor client portal

Proposal work, made simple.

One calm place for everything we do together.

Send a new RFP in about a minute
See every pursuit, deadline, and expert task at a glance
Request library updates and see when they're live
Track win rates and what buyers tell us in debriefs

Take the tour →

A preview with sample data. Harbor is coming soon for clients.

Harbor client portal home screen showing active pursuits, library health, and win rate

How it works

Three steps, no chaos.

Onboard

A live Zoom kickoff or an async questionnaire, whichever suits your team and your calendar.

Deliver

Work lands in your RFP platform or a dedicated client hub, with your experts reviewing, never rewriting from scratch.

Stay healthy

Retainer clients get quarterly reports on library health and results, so the system keeps getting better.

Kathleen Herzog, founder of Equilibrium Pursuits — I woke up like this.

About

Hi, I'm Kathleen.

I've spent more than 20 years in proposals, starting on the floor of a Baltimore office tower with fourteen white binders due at 9 a.m. Since then I've built proposal content programs for a global professional services firm, a regional health plan and a fast-growing mental health company.

Most recently, at Lyra Health, I built the proposal content program from the ground up, rebuilt our RFP platform into a trusted single source of truth, and designed AI tools that gave every new bid a researched, strategized head start. Equilibrium Pursuits brings that same work to teams who need it without a full proposal department.

Great proposal content blooms when you build systems so smart that speed and quality stop being a trade-off.

AI is a tool, not a shortcut. The judgment underneath has to come from a human. Ideally a human English major (I’m biased).

Find your equilibrium.

Tell me what's going on, and we'll figure out the calmest way through it.

Book a 20-minute call →

kathleen@equilibriumpursuits.com