EQUILIBRIUM PURSUITS

Proposal strategy & AI-native content systems

Calm in the tempest.

I help busy sales teams build a proposal function that lasts: a library people trust, AI that drafts from approved answers, and lessons from every bid. No full-time hire required.

Tell me what’s going on → See services

20+ years in proposals · Based in Minnesota · A small roster, on purpose

Nobody trusts the library.

Half the answers are out of date, and nobody's sure which half.

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

Build it once. Win with it for years.

Each engagement stands on its own and leaves your team with content and process you can reuse. I keep a small roster on purpose, and every project is paced so your experts can review without dropping their real work.

Get your content in shape

Libraries & debriefs

Library Checkup

From $2,500 · 4–6 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A third-party ROT audit that finds what’s redundant, outdated, or trivial in your library, plus a step-by-step playbook your team can follow.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  • Audit for redundant, outdated, and trivial content, errors, and tagging gaps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 · about a quarter

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.

Paced in phases: highest-traffic answers first, so your team feels the difference early.

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.

Bring AI into your workflow

Assessments, workshops & builds

Spell Check

From $750 · about 2 weeks

Need help making the leap to AI-automated workflows? Every team is different. I learn how yours works, then name the two or three changes that would help most and where to start.

Book Spellbook within 30 days and the fee counts toward it.

What’s included
  • Short questionnaire on how your team handles RFPs today
  • A 45-minute working session
  • Recommendations memo with priorities and rough scope
  • A clear next step, whether that’s DIY, a Workshop, or Spellbook

You provide: Questionnaire answers and a recent RFP.

Not included: Building anything (that’s Spellbook).

Spellbook Workshop

From $1,500 · 2-hour live session

A hands-on session for your proposal and sales team: where AI helps, where it hurts, and starter spells you can use the next morning.

For teams ready to learn by doing.

What’s included
  • Quick questionnaire on your tools and workflow
  • Live 2-hour virtual workshop
  • Starter prompts built around your real RFP questions
  • A one-page “how we use AI” guide to keep

You provide: A sample RFP and your team’s burning questions.

Not included: Building custom assistants (that’s Spellbook).

Spellbook

From $6,500 · about a quarter

Custom AI assistants for your proposal workflow, built in whatever AI tools your team already uses, with guardrails and team training.

Want your own First 48? I’ll build a kickoff assistant made for your team.

What’s included
  • Review of your current AI and proposal tools
  • 3–5 custom assistants, such as your own First 48 kickoff toolkit
  • 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.

Waitlist

First 48, Win Map, and Pursuit Playbook run on tight deadlines, so they’re waitlist-only for now. Join the list, and you’ll be the first to know when mornings open up again.

Join the waitlist →

For commercial teams in SaaS, professional services, and other B2B industries. Prices are starting points, and every engagement is scoped before we begin. Something else in mind? Custom work gets a fixed fee or a capped estimate.

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.

1

Onboard

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

2

Deliver

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

3

Stay healthy

Every project ends with named owners and a review schedule, so the system keeps getting better after I hand it off.

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. I keep a small roster on purpose, read every note myself, and reply within two business days.

If a call would help, I'll send you a time.