Twenty-four reps. The proposal stopped being the bottleneck.
Loom & Anvil moved proposals out of Google Docs and DocuSign into branded portals their reps draft from call notes, and shortened the gap between final demo and signed order form by nine days on average.
Loom & AnvilProposal + order form
Prepared for the boardProposal + order form
Demo → signature21d → 12d
Win rate+18 pts
Order-form errors~1/wk → 0
Demo → signature21d → 12dmid-market deals
Win rate+18 ptsmid-market, vs trailing year
Order-form errors~1/wk → 0first full quarter
The challenge
Five tools per proposal. No signal on any of them.
Loom & Anvil sells field-service software into mid-market operations leaders. Twenty-four reps, deal cycles measured in weeks, ACVs in the high five and low six figures. Every proposal moved through five tools on its way to a signature: notes in Gong, a draft in Google Docs, pricing in a separate Excel, a PDF emailed from the rep's inbox, and a DocuSign envelope sent the next day if the buyer engaged. Half the time the buyer never opened the envelope, and the rep had no way of knowing whether the deal had quietly died at the procurement step.
Order-form errors were the daily papercut. A misnamed entity, a wrong tier, a missing pricing footnote that revenue ops would catch on Friday and the rep would scramble to re-sign on Monday. Roughly one a week, never the same kind twice.
“We used to chase a deal for three weeks after the demo and never really know whether the buyer had read the proposal or just forwarded the PDF to procurement. Now I can see the procurement lead opened the security page at 11pm on a Tuesday. That changes the next call.”
Renata ChoVP of revenue, Loom & Anvil
The approach
Discovery to signature, in one branded portal.
The revenue team set up a Docsiv workspace per deal, with Loom & Anvil at the top and the buyer's logo on every cover. Reps paste their Gong notes into Studio, which drafts a proposal in the team's voice, grounded in past wins in the same vertical. Pricing tables live inside the proposal, not in a separate quote tool, so a buyer scrolling on their phone sees the number where they expect it.
Signature happens inside the portal. No DocuSign round-trip, no PDF attachment that breaks on mobile, no envelope that sits unopened for a week. Reps watch a live timeline of who on the buyer side opened what, how long they spent on the pricing page, and whether the procurement lead joined as an anonymous viewer forwarded from the champion.
The outcome
Nine days off the cycle.
Average time from final demo to signed order form dropped from twenty-one days to twelve across mid-market deals. Two thirds of the recovered days came out of the signature step, where deals used to lose momentum in the gap between proposal send and DocuSign envelope. The other third came from reps moving faster after seeing live signal on which sections buyers actually read.
Mid-market win rate climbed eighteen points against the prior year on the same lead mix. Order-form errors fell from about one a week to none in the first full quarter, because the pricing block lives inside the document the buyer signs, not in a parallel Excel that revenue ops has to reconcile by hand.
AI proposals from call notesStructured pricing tablesBranded buyer portalsIn-portal signature & analytics
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