Just recently, we bid on a meeting for a major software company. As the proposals were handed out, everyone turned past the creative ideas, past the designs, past the schedule, and right to the budget.
The bottom line will never be ignored. As a brand manager at Procter & Gamble, I learned this all too well. We regularly outsourced everything, from advertising to special events management, and proposals that featured only a single line item for the budget were a pet peeve of mine.