How I Approach Reviewing Draft Proposals (and Why It Works)

A veteran proposal manager recently exclaimed that I was the best proposal reviewer he had seen in two decades in the industry.  

That comment stopped me in my tracks. 

It wasn’t because I’d never received positive feedback before—after years in the trenches, you hear a lot of “we wouldn’t have gotten there without you.” But this particular compliment got me thinking: What actually makes a proposal reviewer good? 

I’ve spent most of my career living and breathing federal pursuits and proposals. Over time,

I’ve developed a distinct philosophy for approaching reviews. When I’m brought in to evaluate a draft, I’m not there to proofread; I’m there to help a team win. Here are the five traits that I believe define a strong proposal reviewer—and how I put them to work every time I pick up a pen (or, more accurately, open a document). 

1. Start with the Solicitation and the Story 

It might sound basic, but you’d be surprised how often reviewers skip this step. Before I even open the draft, I take time to read the solicitation—front to back (and then back to front). That includes the evaluation criteria, statement of work, instructions, appendices, and any background material or Q&A updates. 

Why? Because without grounding yourself in the actual ask, every comment risks being irrelevant, incomplete, or even misleading. 

A proposal doesn’t exist in a vacuum. It’s a tailored response to a very specific need, and every page should reflect an understanding of that need. By reviewing the solicitation first, I’m able to see whether the draft is truly answering the mail—whether it’s compliant, responsive, and compelling to that evaluator, on that requirement, for that customer. 

When I start with the customer’s perspective, everything else naturally aligns. 

2. Bring Multiple Lenses to the Table 

A great proposal review isn’t just a compliance check—it’s a multi-dimensional analysis. When I conduct a review, I consciously look through three key lenses: 

• Compliance – Does it follow every instruction and requirement exactly? Are there any red flags that could get us thrown out on a technicality? 

• Responsiveness – Are we actually addressing the “why” behind the requirement? Does it feel tailored, or could the same section appear in any other proposal? 

• Competitiveness – Does it clearly show why we are the best choice? Or could an evaluator swap in a competitor’s name and barely notice the difference? 

Depending on the opportunity, I also look to see if the technical approach is too thin, too generic, or too disconnected from the client’s mission. 

A proposal isn’t just words on a page; it’s a strategic argument for why you should win. And every reviewer worth their salt knows how to test that argument from multiple angles. 

3. Don’t Get Lost in the Grammar 

This one can be tough for people who have strong opinions about commas (and I’m absolutely one of them). But when you’re reviewing a draft for content and strategy, you have to resist the urge to edit. 

It’s so easy to fall into the trap of tweaking sentences, fixing capitalization, or debating serial commas. But none of that helps the team understand what’s missing, what’s weak, or what’s unclear. 

Instead, I make a simple note at the top: 

“Light edit needed,” or “Full edit needed, including consistency of terminology—client uses ‘X’ and ‘Y,’ not ‘Q’ and ‘Z.’” 

That tells the proposal manager what to expect, but it keeps me focused on what matters most—strategy, compliance, and competitiveness. The time for proofreading and wordsmithing comes later; during a review, it’s about whether we can win. 

4. Make Every Comment Useful 

This one might be my personal favorite. Too often, reviewers leave comments like “unclear” or “every competitor will say this.” Those kinds of comments are frustrating—they point out problems but don’t help the team fix them. 

I try to go the extra step and make my comments actionable. If I flag that something feels generic, I’ll also offer examples of how to make it stronger. Instead of saying, “This is weak,” I might write: 

“Consider emphasizing how your approach reduces risk by using your existing infrastructure at XYZ site. That’s a differentiator competitors can’t claim.” 

Having spent a few decades in the proposal trenches myself, I know how valuable that level of specificity is when time is short and the team is under pressure. The goal isn’t to show how smart the reviewer is—it’s to make the proposal better, faster. That’s why I also share at the start of each major section the fixes I would prioritize if time is short – because there is almost always is a tight recovery timeframe! 

5. Celebrate the Small Wins 

Proposal reviews can be brutal. By the time a draft hits my desk, the team has usually been running on fumes for weeks—juggling calls, color reviews, section deadlines, and compliance matrices. A harsh review, no matter how accurate, can crush morale. 

That’s why I make it a point to acknowledge the good stuff. When I see a particularly strong passage or a well-structured argument, I leave a quick “Nice!” or “Love this section.” 

And when I deliver my final “big three” comments—the most important takeaways from my review—I include a short note to the proposal manager: 

“This was a heavy lift, and it shows. Great progress from the last draft. Recovery shouldn’t be too bad if you focus on X, Y, and Z. Let me know if you want to brainstorm competitive messaging before final.” 

It’s a small gesture, but it matters. Proposal teams remember who helped them win, not who simply criticized them. I value blunt, honest feedback and firmly believe that taking friendly fire is better than losing a bid during evaluation. 

Bringing It All Together 

At the end of the day, proposal reviews aren’t about perfection—they’re about progress. They’re about helping a team take a hard look at their story, see it through the evaluator’s eyes, and strengthen it before time runs out. 

A good reviewer doesn’t just find problems—they help find solutions. They understand the balance between empathy and objectivity, between high standards and team morale. 

So, the next time you sit down to review a proposal, try applying these five traits. Start with the solicitation, look through multiple lenses, stay out of the editing weeds, make every comment actionable, and always celebrate the effort behind the work. 

Your team—and your win rate—will thank you for it.