The Modern Proposal Manager: What the Job is Really Like Today
The role of a proposal manager isn’t the same as it once was.
With the rise of new technology like AI, proposal managers are having to adapt their processes to stay competitive. Meanwhile, organizations are seeing them more as strategic advisors, not just RFP responders, recognizing the real value in their work.
This is great news for the field. 🎉 Change fuels professional growth, but change also brings about new challenges and skill requirements in your day-to-day job.
Read on to learn what it’s really like to be a proposal manager and how you can thrive in this career today—straight from professionals who are paving the way forward.
What Does a Proposal Manager Do? Comparing Then vs. Now
Traditionally, a proposal manager focuses on crafting high-quality responses to a request for proposal (RFP) with the goal of winning business for a company. They either work as a team of one, juggling the responsibilities of a proposal coordinator and proposal writer, or they lead a dedicated proposal team.
In the past, a proposal manager was responsible for:
- Delegating RFP questions to subject matter experts
- Writing compelling narratives for proposals
- Ensuring a response meets all RFP requirements
- Aligning proposals with brand guidelines
- Managing the internal review and approval process
- Tracking progress to meet submission deadlines
Now, a proposal manager is also responsible for:
- Facilitating knowledge-sharing across departments
- Identifying the most promising RFP opportunities
- Shaping win strategies through their wealth of insights
- Analyzing data to increase win rates and other metrics
- Improving efficiency in the proposal management process
- Working closely with sales to win more business
As you can see, proposal managers are expanding their impact, bridging the gap between operations and strategy. But with greater influence comes new challenges.
A Day in the Life of a Proposal Manager
💰 Average salary: $88,815 USD
📅 Typical experience: 5+ years
👥 Average RFP team size: 9 members
💼 Most common reporting line: Sales
⏳ Time spent writing: 30 hours per RFP
🏷️ Other job titles: RFP Manager or Tender Manager
🤖 AI usage: 68% use AI at least weekly
😁 Job satisfaction: 75% are excited to grow in their careers
(For more insights on what it’s like to be a proposal manager today, download the full RFP Careers and Salaries Report.)
The Biggest Challenges Proposal Managers Face Today (And How to Overcome Them)
Being a proposal manager comes with its fair share of challenges, especially in our rapidly changing world. It’s no small feat to navigate a complex economic and technological landscape while maintaining efficiency and strategic focus.
Here are the biggest challenges you might face:
Challenge #1: Navigating Rapidly Evolving Technology
AI tools offer new efficiencies in the proposal process, from crafting speedy first drafts to conducting competitive research quickly, but proposal managers have to tread carefully. These new efficiencies bring about new challenges, like learning how to use them responsibly and maintaining quality control.
Whether or not your team is already using AI, it’s your responsibility as a proposal manager to provide guidance and oversight. This includes keeping your content library accurate and up-to-date while ensuring compliance with AI regulations and ethical standards. If not carefully managed, AI-generated errors—such as outdated or incorrect information—can disqualify you from winning an RFP.
How do you overcome this challenge? Danica Nelson recommends harnessing AI with the human touch. 👇
“The human touch—crafting compelling narratives, building relationships, and understanding nuanced client needs—will remain irreplaceable, but it will be enhanced by AI’s capabilities. Embrace your curiosity and get ready to learn. The future of RFPs is a blend of human ingenuity, meticulous knowledge management, and AI efficiency. This is something worth being excited about!”
How to Harness AI With the Human Touch
Think about where AI excels and where you can add your unique expertise:
- AI analyzes an RFP ➡️ You interpret what the client really wants
- AI gathers competitive intel ➡️ You identify a competitive advantage
- AI suggests a strong win theme ➡️ You bolster it with proof
- AI drafts proposal sections ➡️ You review it for accuracy
- AI polishes an RFP answer ➡️ You personalize it for the client
- AI automates repetitive tasks ➡️ You focus on high-level decisions
Challenge #2: Aligning Strategic Decisions Across Teams
Proposal managers often sit at the crossroads of multiple departments, including sales, business development, product, and finance. Each team has its own goals, and without alignment, proposal efforts can become reactive rather than strategic.
Take sales, for example. They may push to chase every RFP, even those with low win potential, stretching resources thin and shifting focus away from high-value opportunities. As a proposal manager today, it’s up to you to challenge go/no-go decisions and advocate for a more unified approach in pursuing RFPs.
How do you overcome this challenge? Larissa Cornelius recommends expanding your influence beyond the proposal team. 👇
“Don’t limit yourself to the proposal team. Get involved in sales discussions, procurement conversations, and strategic planning. The ability to align proposals with overarching business development strategies sets you apart.”
How to Expand Your Influence Beyond the Proposal Team
Proactively engage with other teams by:
- Regularly meeting with sales, technical, financial, and business development teams to align on priorities.
- Sharing insights on buyer behaviors and RFP trends to help sales teams target the right opportunities.
- Presenting data on customer needs and specifications to guide leadership in shaping strategy and product direction.
By stepping into a more active advisory role, you not only strengthen cross-functional relationships but also secure greater support and resources for your team’s core work.
Challenge #3: Earning Fair Compensation for Your Growing Impact
As proposal managers take on more responsibility and drive more impact across their organizations, their compensation should reflect that growth. The good news? The latest RFP Trends and Benchmarks Report shows that many teams are gaining additional resources. With more budget available, now is the ideal time to negotiate a well-earned promotion—before the opportunity passes you by.
However, for many proposal managers who are often focused on the day-to-day demands of RFPs (and looming deadlines), self-advocacy can be a challenge. Much like building a business case for new software or additional headcount, advocating for yourself requires demonstrating the value you bring to your organization.
How do you overcome this challenge? Yolande Kerr recommends speaking up about your wins.👇
“For those looking to get promoted in the next year, my biggest advice is to do your research and take a strategic approach. Make sure your direct manager sees your processes in action and can recognize the value you bring. Prove your case with tangible examples—whether it’s improving efficiencies, mentoring others, or taking on responsibilities beyond your current role.”
How to Speak Up About Your Proposal Wins
Tell an engaging story about your impact by using RFP metrics, such as:
- If there is improved team engagement ➡️ You have strong leadership skills
- If there are higher win rates ➡️ You help drive more revenue for the company
- If there are reduced hours per RFP ➡️ You have increased operational efficiency
Challenge #4: Managing Stress Amidst Rising Workloads
The life of a proposal manager is fast-paced and high-pressure, with tight deadlines, last-minute requests, and a growing workload. And it’s only getting more intense as 60% of proposal teams expect to respond to more RFPs this year.
At the same time, expectations are rising. Clients want more tailored responses and faster turnaround times, while organizations push for higher win rates. Balancing efficiency with excellence isn’t easy, and without the right tools and support, proposal managers risk being stretched too thin—which could lead to burnout.
How do you overcome this challenge? Frank Marzari recommends setting boundaries for a work-life balance.
“When you’ve hit the ‘Send’ button, sit back and reflect. Take a moment to think about what went well and what did not, and make note of how to improve the process for next time. Then, take time for yourself. Work-life balance is important to your mental well-being and physical health. Get outside, unplug, and do something fun!”
How to Set Boundaries for Work-Life Balance
🧑💻 On a professional level, prevent burnout by:
- Having a structured proposal process … so you’re not scrambling wondering what to do next.
- Sticking to your go/no-go criteria … so you’re not working overtime chasing every RFP opportunity.
- Giving visibility into proposal timelines … so everyone knows what’s due and when.
- Facilitating collaboration through automated reviews … so you’re not always following up with SMEs.
- Blocking time for uninterrupted proposal tasks … so you can focus on getting your work done.
💆On a personal level, prevent burnout by:
- Prioritizing self-care outside of work … so you feel refreshed, even in the middle of a hectic week.
- Shutting down your laptop or leaving it at work … so you aren’t tempted to work on a proposal late at night.
- Finding hobbies that you enjoy … so your identity isn’t solely tied to your career success.
While these challenges can feel overwhelming, recognizing them is the first step toward finding solutions. In the next section, we’ll uncover what new skills will help you overcome these challenges and grow your career.
The New Must-Have Skills for a Modern Proposal Manager
Today’s proposal managers need to be expert communicators and project managers, as well as data-driven strategists and technology adopters. To stay ahead, you must master these new proposal manager skills:
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1. Leveraging AI-driven Technologies to Increase Productivity
AI can transform your proposal process, but only if used responsibly. Understand how AI tools function and stay informed on shifting regulations, so you can establish best practices for responsible AI use. Set clear policies to ensure your team can still craft compelling proposals without making costly mistakes.
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2. Transforming Data Into Higher Win Rates
With firsthand exposure to every RFP, you’re uniquely positioned to spot industry trends, shifting client priorities, and key factors influencing win/loss outcomes. Analyze these patterns to refine your company’s positioning, strengthen service offerings, optimize pricing, and improve proposal storytelling.
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3. Collaborating More Closely with Cross-functional Teams
Stronger collaboration leads to better bids. Show you’re a proactive team player by integrating go/no-go decisions into CRM systems for efficient opportunity qualification. Make your content library easily accessible through Slack or Microsoft Teams so sellers can confidently respond to prospects. And most importantly, act as the bridge between sales, SMEs, and leadership to keep messaging aligned.
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4. Advocating for Your Proposal Team’s Wins
Executives back teams that drive results. Track and showcase key metrics—win rates, deal sizes, cost per bid, and proposal ROI—to prove your team’s value. By telling a numbers-driven success story, you can make a strong case for additional tools and staffing that’ll drive even greater efficiency and higher win rates.
By combining these must-have skills with an open mind and positive attitude, you’ll be sure to flourish in the proposal management field today.
Today’s Proposal Managers Are Leading the Charge in Innovation and Influence
The role of a proposal manager is more multifaceted than ever. Beyond responding to RFPs, today’s professionals are implementing tech solutions, turning data into stories, breaking down barriers, and shaping business strategies to drive revenue.
Success in this evolving environment demands a diverse skill set and a willingness to embrace change. And according to voices from the field, proposal managers are more than ready to elevate response management to new heights.