How Crown Information Management brought consistency, confidence, and visibility to their proposals

Key Results:

• Proposal creation time reduced from 30-60 minutes to 10-15 minutes
• Fully consistent, on-brand proposals across the sales team
• Greater confidence in follow-ups with real-time engagement analytics
• More capacity for reps to spend time on high-value activities, like prospecting

The Challenge

Crown Information Management helps organisations manage information across its lifecycle, from physical document storage and retrieval through to scanning and digital information services.

Before Qwilr, their proposals didn’t reflect how the business or the brand had evolved.

Templates existed, but over time they’d been adapted by individual reps to suit different customers and services. That led to a growing collection of Word documents and PDFs, each slightly different in structure, formatting, and language.

“There wasn’t much consistency across the team” Danny said.

At the same time, creating a proposal was more manual than it needed to be.

Reps spent time searching for content, copying and pasting sections, and fixing formatting issues, only to export everything as a PDF and send it off with no visibility into what happened next.

The impact wasn’t just inconsistency. Time was being spent building out proposals, limiting how quickly reps could respond, follow up, and progress opportunities.

The Solution

Crown rolled out Qwilr, designed to bring balance of consistency and flexibility.

The team now works from a set of branded templates aligned to Crown’s rebrand, supported by a library of reusable blocks organised by use case.

Pricing blocks, service descriptions, site specifications, and digital solutions can be dropped into a proposal in seconds.

“It’s literally so quick,” Danny explained. “You drag in relevant blocks… the pricing is already populated… it’s a 10 to 15 minute job now.”

This approach removed the need to rebuild proposals from scratch while still allowing reps to tailor content for different customers and services.

Qwilr also modernised how proposals are delivered. Instead of PDFs, customers receive secure, password-protected links that are easy to share internally. If requirements change, updates can be made instantly, without the need for endless back-and-forth.

Built-in e-signing replaced a fragmented hand-off between sales, admin teams, and separate signing tools, simplifying the path from proposal to agreement.

According to Danny, “Not only is it easier for our team to produce proposals, it’s much easier for buyers to say ‘yes.’”

The Results

With Qwilr in place, Crown Information Management transformed proposals from a manual task into a repeatable, reliable part of the sales process.

Proposal creation time dropped from 30-60 minutes to 10-15 minutes, thanks to templates and pre-built blocks that eliminate unnecessary formatting and content searches.

That time saving has had a practical effect on how the team operates. Reps can respond more quickly to inbound enquiries, maintain momentum after discovery calls, and progress smaller opportunities that might previously have been delayed.

“It gives us more time to do the good stuff,” Danny said. “Sellers’ time can now be spent prospecting, expanding accounts, and moving deals forward rather than managing documents”.

Consistency improved at the same time. Every proposal now follows the same structure, branding, and language, reinforcing Crown’s professional, information-management-first positioning.

The buying experience has developed as well. Customers receive a clean, modern proposal they can access securely, review easily, and sign without friction.

For the sales team, Qwilr’s engagement analytics added a new layer of confidence. Reps can see when proposals are opened, which sections buyers spend time on, and when documents are shared with additional stakeholders.

“It strengthens our next follow-up call,” Danny explained. “You’ve got confidence that they’ve looked and knowing which sections they’ve spent time reading can inform your conversations.”

That visibility helps the team follow up at the right time, without guesswork or unnecessary chasing.

Why Qwilr?

For Crown, Qwilr delivered more than visually-impressive proposals.

It provided a controlled environment for the sales team to work within, removed friction from a core part of the sales cycle, and supported a more modern buyer experience, one that reflects Crown’s shift toward digital information management.

“The feedback you get from it, the fact that you can monitor the activity on it, it’s worth its weight in gold to us,” Danny said.

He also pointed to Qwilr’s ease of use.

“Nobody’s got a bad thing to say about it,” Danny added. “Even our less tech-savvy team members are able to produce these impressive proposals with ease.”

Ready to modernize your proposal process to scale personalization and win deals with better visibility?

Qwilr helps sales teams create consistent, on-brand proposals faster and follow up with confidence using real buyer engagement signals.

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