A 7-question discovery script raised proposal acceptance from 27% to 49%

A 7-question discovery script raised proposal acceptance from 27% to 49%
Our proposals were guesses, so half missed the mark. We standardized discovery calls around 7 fixed questions and stopped pitching until all 7 were answered.

The script:
— What's the one metric this campaign moves?
— What's worked and what flopped before?
— Who's the avatar, in one sentence?
— What can you NOT say (compliance, claims)?
— What's the test budget and timeline?
— Who approves the final cut?
— What does "a win" look like in numbers?

Proposals built from these 7 answers went from 27% to 49% acceptance across 33 calls. We were no longer proposing into a void.

Save the 7 questions. No pitch before the answers.