The three criteria your results and outcomes you're noting should meet

* They must be measurable or quantifiable
"Improved efficiency" is not an outcome or a meaningful goal, because you can't measure it. "Reducing system downtime by 20 percent" is a measurable result, assuming there are reliable baseline statistics available.
* They must be organizational in nature
Perssonal or political goals are not the kinds of outcomes that can be quantified or used in a proposal. Results and outcomes are important and defensible if they benefit many people across the organization, not merely one decision maker.
*The results must come as a direct consequence of the impact your services or solutions have on the customer's business operations
There must be linkage between what you specifically are offering (not what everyone who is submitting a proposal is offering, but rather the specific elements of your recommendation that differentiate you from your competition) and the specific outcomes the customer seeks. If you "own" the outcomes in the buyer's mind, you probably own the deal.