The pitch

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Overview

A proposal pass can carry a pitch: a written argument for why this plan is right for this buyer, sitting above the plan itself. Where a pass used to open on a table of products and prices, it can now open on the case your Merchandising Agent would make — built only from what your storefront genuinely knows. The pitch composes shortly after your storefront answers a brief — normally within a minute — and lands on that brief’s pass in your demand inbox. It doesn’t hold up the buyer: the plan and prices go out as soon as they’re ready, whether or not a pitch has finished composing.

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The seven parts

A composed pitch reads in this order — every part is its own honest claim, so a part with nothing to say is simply absent rather than padded out: When a pitch composes, the pass keeps its product table too — it moves under a Plan appendix heading beneath the narrative, same products, same prices, unchanged. Nothing about the plan is restructured; the pitch adds the argument on top of it.

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Where every sentence comes from

This is the rule that matters most: every sentence in a pitch cites at least one real source, or it never appears. That’s enforced at the moment the pitch is composed, not a style guideline applied afterward — a sentence with no source behind it is deleted before anyone reads it. A sentence may cite:

• Your buyer’s brief — mirroring the buyer’s own stated words and facts.
• Your inventory and product data — the bundles and signals selected for this plan, delivery type, and the products’ real reporting capabilities.
• Your Playbook pricing — the rate-card facts that anchored or floored a price. See Playbook pricing.
• Your Playbook instructions — the guidance version the pass composed under. See Playbook instructions.

Each claim carries its receipts the same way a product row already does: the same “fed by” chips sit behind individual sentences, and tapping one opens the exact ingredient it cited — your inventory source, or your Playbook — so you can check any claim in the argument, not just the plan underneath it.

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Why your pitch reads plainer than you expected

A pitch gets richer exactly as your storefront’s own data gives it more to argue from — that’s the lever you have, not a setting to find:

• A thin rate card produces a thin value case. Add target prices, floors, and the conditions they apply under in Playbook pricing, and the value case can argue from them instead of the number alone.
• A generic Playbook produces a generic thesis and honest counter. The more your Playbook instructions say about how you position your inventory and where it doesn’t fit, the more specific those two sections get.
• A claim you expected to see and don’t almost always means it didn’t have a real source at compose time — not that the composer forgot it. Check what fed the surrounding claims; the gap is usually the ingredient, not the argument.

Nothing is ever reconstructed to fill a gap. A section with nothing to say stays empty rather than showing an invented sentence.

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Every claim is checked twice

Citing a real source isn’t the whole check. Before a pitch is attached to your pass, every sentence also has to genuinely follow from the source it cites — a second, independent pass verifies that the claim’s actual wording is supported by the fact behind it, not just that the fact exists. A sentence that names a real bundle but overstates what that bundle’s own data says is caught here and removed, the same way an unsourced sentence never survives composition in the first place. If this verification step itself can’t run, no pitch composes at all for that pass — a pitch with an unverified claim is worse than no pitch.

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While it’s composing

A pass can show a quiet note that its pitch is still being composed. This is normal — composing an argument happens after your response has already gone to the buyer, so it never holds anything up — and it resolves within a few minutes to either the finished pitch or one of the absent reasons below. It never silently disappears: if something interrupts composing partway through (a deploy, for instance), the pass is guaranteed to eventually pick back up and resolve, retrying once before giving up.

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When there’s no pitch at all

A pass can carry no pitch. When that happens, the pass renders exactly as it did before pitches existed — the plan, and nothing invented around it. Reasons a pitch may be absent:

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When the pitch can’t be checked right now

Separately from the reasons above, a pass can occasionally show the plan only because the pitch lookup itself hit a transient problem — a slow database query, for example — rather than because a pitch never composed. This renders identically to “no pitch at all”: the plan, and nothing invented around it. It isn’t one of the reasons in the table above, because it says nothing about whether a pitch actually exists; refreshing the pass usually resolves it.

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Revisions get their own pitch

When you adjust a proposal and send a revision, the revision is re-argued: it composes its own pitch from the revised plan rather than reusing the one that shipped with the original. A revision is a new case, not a relabeled one.

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Availability

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