System review – Referonix AI pitch automation system

April 17, 2026|Accountants, Kim's Blog, Lawyers, Selling|

Many firms are experimenting with and using AI to support efficient and effective development of bids, proposals and tenders. I last wrote about AI pitch automation at Arup and GHD in October 2025 Arup and GHD pitch automation and AI. And had considered how Bidwells used AI in producing case studies late in 2023 Lessons from digital marketing webinars (June 2023). So it was interesting to meet with Richard Sloggett | LinkedIn of Marvellous Bear – AI Technology Leadership & Consultancy to see a brief demo of his AI pitch system. System review – Referonix AI pitch automation system.

I was particularly interested to see the embedded business development and proposal development processes. A key feature for me was the system’s embedded sales knowledge. This will support those who are not familiar with sales processes and techniques. I have often observed that too many proposal processes miss out the critical stage of developing a sales strategy and a persuasive and differentiating value proposition. Malcolm McDonald on value propositions – How to develop them.

Stages of Referonix AI pitch automation system

By default, Referonix uses the playbook approach embedded within the Shipley Proposal process (see below). However, it is customisable so you can tailor it to follow your own proposal process or reflect the processes of different teams. The system takes users through six steps – from source material to submission-ready proposal:

Upload some material for focus and context
- For example: the client’s brief, client history, transcripts of client conversations, stakeholder interview notes, copies of similar proposals

Add some knowledge sources to extend the context
- This might include industry or sector research, competitor information, your pricing strategy
- You can also pull information from an embedded library that you have populated with frequently used materials or approved templates

AI builds the proposal strategy
- I particularly liked this feature as often the sales strategy development is omitted from proposal and bid processes
- The system generates a narrative arc with material on: client pain points, client opportunities, client priorities, client constraints, different analyses and win themes
- The system also highlights where there are gaps in context information or knowledge provided which prompts you to explore and provide other sources. So it helps drive the pitch research process (we’ve come a long way: Selling – research in the pitch process)
- All of the points in the proposal strategy are linked back to the relevant source materials you have loaded into the system. So this makes it easy to navigate the reasons for the strategy
- The system provides a framing rationale for your proposal, a storyboard of the sections and clear understanding of the client need

You approve the strategy
- You get to review and amend the chosen sections which might include:
  - Strategic brief
  - Executive summary
  - Understanding of need
  - Scope of work and deliverables
  - Approach and methodology
  - Timeline and milestones
  - Team and qualifications
  - Relevant experience and case studies
  - Investment and payment terms
  - Terms and conditions
  - Appendices (optional)

AI generates the proposal (with citations)

You review, refine and export
- The system generates a proposed workflow of how to tackle the refining and editing
- Multiple people can review the document (see a suggested review process below)
- All changes are tracked and timed in an audit trail
- You can start comments and conversations within the system to consider specific points
- You tick the sections when reviews are complete
- Your completed document is generated (at present the system does not produce slide decks as there are other tools to do this)

There’s a “human-in-the-loop” at every stage. Nothing reaches the client without your approval.

Yes, you can build libraries of your most frequently used materials. At present, the system doesn’t integrate with other systems such as HR systems where CVs are kept or marketing systems where case studies and client testimonials are stored. Although the developers are keen to know if there are specific requirements in this area.

The system uses Cloud Computing Services | Microsoft Azure. And I was advised that your data is stored on UK based systems. Data is encrypted at rest and in transit and is never used to train AI models.

They are still trialling the system. One consultancy reported that they were saving six hours per proposal.

They’re still finalising the pricing through the pilot phase, so the figures on the website are indicative (ranging from $199 pcm for a small team to $499 pcm).

Referonix is based on the Shipley Proposal Process

The US Shipley proposal process is a structured, seven-phase business development lifecycle designed to improve win rates for competitive bids, particularly in government contracting. It emphasizes customer-centricity, compliance, and strategic “colour team” reviews to ensure proposals are compelling, compliant, and persuasive.

Shipley Core Principles

Customer-Centric: Focus on the client’s needs, not just your company’s capabilities.
Compliance: Ensure 100% compliance with all RFP requirements.
Discriminators: (Differentiation) Highlight why your solution is better than the competition.

Benefits First:Structure paragraphs to lead with benefits rather than features

Shipley breaks business development into distinct, manageable phases:

Phase 0: Market Segmentation – Identifying the marketplace and market segments to compete in
Phase 1: Long-Term Positioning – Understanding customers and competitors to position the company before an RFP exists
Phase 2: Opportunity Assessment – Deciding whether to pursue a specific opportunity (Bid/No-Bid decision)
Phase 3: Capture Planning – Developing a strategy to influence the customer and win the bid
Phase 4: Proposal Planning – Creating an outline, compliance matrix, and schedule (often includes a Blue Team review)
Phase 5: Proposal Development – Writing and reviewing the proposal (Pink/Red Team reviews)
Phase 6: Post-Submittal Activities – Handling Best and Final Offers (BAFOs) and post-submission meetings

Underlying proposal process from Shipley Proposal Guide – 50+ Topics & Best Practices for Winning Proposals covers:

Proposal Strategy
Customer Focus
Outlining
Proofreading and Revising
Storyboards and Mockups
Task Order Proposals
Grant Proposals
Active/Passive Voice
Bid/No-Bid Decisions
Compliance and Responsiveness
Page and Document Design
Virtual Team Management

Colour team reviews are business development milestones at which experts and managers work to improve the win potential of pursuits.

Define your organization’s colour team review points
Select appropriate reviewers and methods for each colour team review
Follow a consistent process for each colour team review
Conduct a Blue Team review to assess the capture plan and strategy
Conduct a Black Hat Review to predict competitors’ likely solutions and strategies
Conduct a Pink Team review to verify compliance and execution of your win strategy
Conduct a Red Team review to predict how your proposal will be scored and make improvements to it
Conduct a Green Team review to approve pricing
Conduct a Gold Team review to confirm your proposal incorporates the necessary changes from Red and Green Teams and is ready for the Proposal Submittal Decision
Conduct a White Hat review to record lessons learned and make process improvements