A branded and well presented PDF document justifying key reasons for a Project Portfolio Management (PPM) software solution. Created from a step-by-step fact finding application form for project managers to present to decision makers, automating sales support while capturing and qualifying leads.
Results at a glance
- Automated business case generation
- 16 page personalised PDF output
- Lead capture and qualification built in
- Built with our CMS form builder
- Marketing team could update content without developer involvement
Background
KeyedIn provided Project Portfolio Management software to enterprise clients. Selling PPM software into larger organisations typically means navigating procurement, IT and finance sign off before a deal progresses. Prospects understood the problem they were trying to solve but often struggled to build the internal case for investment.
The sales team was spending significant time helping prospects prepare for those internal conversations, creating documents, working through requirements, estimating costs. Useful work, but not a good use of sales time at an early stage when qualification was still in progress.
KeyedIn needed a way to support that process without sales being involved in every enquiry from the start.
What we built
We built an interactive business case tool, a step-by-step questionnaire that gathered information about the prospect's organisation, requirements, budget expectations and stakeholders, then used those inputs to generate a personalised 16 page PDF document the project manager could present to decision makers.
The document was branded, structured and specific to the inputs provided. Not a generic brochure. A business case built around the prospect's own answers, ready to present internally without sales involvement.
Guided questionnaire
Users worked through a structured multi-step form covering their organisation, project requirements, priorities, timeline and budget expectations. Conditional logic controlled which questions appeared based on previous answers, so the form stayed relevant without becoming long.
Automated PDF output
On completion, the tool assembled a 16 page PDF from the user's inputs, including budget estimates, prioritised requirements, stakeholder considerations and relevant guidance on PPM implementation. Generated immediately, with no manual steps in between.
Budget and requirements calculations
Based on team size, user roles and selected requirements, the tool calculated indicative budget ranges and presented them in the document. Prospects arrived at a realistic cost expectation before the first sales conversation, which reduced the qualification time needed from the sales team.
Requirements prioritisation
Users indicated which features were essential, useful or not needed. Those selections were reflected in the output document as a prioritised requirements summary, ready for a prospect to share with their stakeholders without reformatting.
Lead capture built into the process
Every completed form captured structured data about the prospect, organisation size, budget range, timeline, sponsorship level and feature priorities. The sales team received qualified lead information rather than a name and an email address. The tool did the early qualification work automatically.
Marketing team content control
The tool was built on our CMS form builder, which meant the marketing team could update question text, adjust budget calculations, add new requirement options and revise document sections without raising a development request. For a marketing tool that needed regular refinement, that independence was important.
Why it worked
The tool gave prospects something genuinely useful, a document they could take into an internal meeting and use. That is different from a gated download or a contact form. Prospects completed it because the output had direct value to them, not because they were exchanging their details for access to a PDF.
For the sales team, the change was in the quality of early stage conversations. Prospects who had completed the tool arrived with a clearer picture of their requirements, a realistic budget expectation and a document already circulating internally. The sales team spent less time at the top of the funnel and more time on opportunities that were already moving.
What changed
| Area | Before | After |
|---|---|---|
| Business case preparation | Produced manually by sales team per prospect | Generated automatically from prospect inputs |
| Lead qualification | Gathered through follow up conversations | Captured upfront during the form process |
| Prospect education | Handled by sales in early stage calls | Built into the document output |
| Sales team focus | Involved from first contact regardless of fit | Engaged at a later, better qualified stage |
| Content updates | Required developer involvement | Managed directly by the marketing team |
Does this sound familiar?
This project may be relevant if your sales team spends time supporting prospects through early stage processes that could run without them, or if your lead capture is giving you contact details without enough context to act on them effectively.
We work with software companies, professional services businesses and organisations with longer sales cycles that need tools built around how their prospects and sales teams actually work.
Worth a Conversation?
If our content sounds familiar or you are looking for alternative ideas to solve duplication and improve communication, give us a call.
No commitment, no sales pitch, just a conversation about whether we are the right people for you.
Please call +44 (0) 3330 066 280 or email [email protected]