What a finished proposition has in it, and what each part has to survive.
The template is the shape of the thing you walk out with. It is short, it is written in the buyer's language rather than yours, and every part of it has to hold up when a customer pushes back on it.
Teams look for a template because they want to skip the argument and go straight to the wording. The wording is the easy part. The template is useful once you have decided the things it asks you to state.
Fill it in once per buyer type. Companies that try to write one version covering every customer end up with something so general that nobody recognises themselves in it.
Then read it out loud to somebody who buys from you. If they hesitate at any line, that line is the one to fix.
You can, and what you will get is a description of what your leadership team believes. That belief is usually the thing the exercise exists to correct.
Short enough that a salesperson can say it under pressure without reading it.
One per buyer type, which is often the same thing and sometimes is not.