CRM customization proposal: Free template

Customize this free CRM customization proposal with Cobrief

Open this free CRM customization proposal in Cobrief and start editing it instantly using AI. You can adjust the tone, structure, and content based on the client’s team size, sales workflow, or chosen platform. You can also use AI to review your draft — spot gaps, tighten language, and improve clarity before sending.

Once you're done, send, download, or save the proposal in one click — no formatting or setup required.

This template is fully customizable and built for real-world use — ideal for pitching CRM optimization work to sales teams, RevOps leaders, or growth-focused founders. Whether you’re working in HubSpot, Salesforce, Pipedrive, or another platform, this version gives you a structured head start and removes the guesswork.

What is a CRM customization proposal?

A CRM customization proposal outlines your plan to tailor a customer relationship management system to fit a company’s workflows, roles, and reporting needs. It typically includes discovery, configuration, automation, data structure design, and user training.

This type of proposal is commonly used:

• When companies outgrow their CRM’s default setup
• To align the CRM with sales, marketing, or customer success processes
• Ahead of scaling a sales team or launching a new GTM motion
• As part of a broader RevOps, enablement, or systems audit

It helps clients get more out of their CRM — improving visibility, adoption, and team performance.

A strong proposal helps you:

• Map CRM structure to the client’s funnel, roles, and goals
• Simplify cluttered fields, views, and pipelines
• Automate repetitive tasks and improve data hygiene
• Build reporting that leadership actually uses

Why use Cobrief to edit your proposal

Cobrief helps you write structured, clean proposals faster — with smart formatting and AI editing built in.

• Edit the proposal directly in your browser: Skip doc juggling — just focus on writing.
• Rewrite sections with AI: Instantly adjust tone for founders, sales leads, or ops managers.
• Run a one-click AI review: Let AI catch scope creep, unclear responsibilities, or weak phrasing.
• Apply AI suggestions instantly: Accept edits line by line or apply changes across the full document.
• Share or export instantly: Send via Cobrief or download a polished PDF or DOCX file.

You’ll go from outline to client-ready without formatting friction.

When to use this proposal

Use this CRM customization proposal when:

• The client is using a CRM but struggling with adoption, visibility, or alignment
• Sales and CS teams aren’t using the system consistently or correctly
• Reporting is unreliable or doesn’t reflect real business activity
• The CRM has too many fields, unclear pipelines, or broken workflows
• The company is scaling headcount or launching a new process and wants to future-proof the CRM

It’s especially useful when the system is technically working — but practically broken.

What to include in a CRM customization proposal

Use this template to walk the client through how you’ll improve their CRM structure — from setup to rollout — in clear, structured language.

• Project overview: Frame the problem — low CRM adoption, messy data, weak reporting — and how your process addresses it.
• Discovery and audit: Explain how you’ll review current configuration, user feedback, pipeline stages, field usage, and reporting gaps.
• Customization scope: List what’s in scope — pipeline redesign, custom fields, views, automation, roles/permissions, integrations, cleanup.
• Workflow and automation: Describe how you’ll streamline key workflows (e.g., lead assignment, follow-ups, task creation, lifecycle tracking).
• Data and reporting: Clarify how you’ll improve dashboards, segment views, and reporting reliability.
• Platform-specific setup: Note if you’re working in HubSpot, Salesforce, Zoho, Pipedrive, etc. Highlight best practices for that tool.
• Training and documentation: Include playbooks, walkthroughs, or training sessions so teams can use the system confidently.
• Optional add-ons: Offer extras like lead scoring models, lifecycle mapping, or RevOps integrations if scoped.
• Timeline and phases: Break into phases — audit, design, build, review, launch — with estimated durations.
• Pricing: Offer fixed-fee or tiered pricing based on platform complexity and features. Note if ongoing support is available.
• Next steps: End with a clear CTA — like granting CRM access, scheduling the kickoff, or reviewing pipeline stages.

How to write an effective CRM customization proposal

This proposal should feel operational, flexible, and grounded in real business needs — especially for fast-moving teams with messy systems.

• Focus on outcomes, not tools: Clients want cleaner processes and better reporting — not just a prettier CRM.
• Keep language tied to business value: “Streamline handoff between SDRs and AEs” lands better than “customize fields.”
• Don’t overscope: Start lean — a clean, usable CRM > overly complex automations that no one touches.
• Address team pain points: If reps hate using it, make usability a first-class deliverable.
• Build for handoff: Leave behind documentation or training so they don’t rely on you long-term unless scoped.

Frequently asked questions (FAQs)

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This article contains general legal information and does not contain legal advice. Cobrief is not a law firm or a substitute for an attorney or law firm. The law is complex and changes often. For legal advice, please ask a lawyer.