Your first task in the proposal package is to meet their need for assurance that you have the requisite experience in doing the type of work they need done. Your track record is found primarily in the projects you have done, but it can also be found in the experiences of your key staff. Let's say your company has never built a toilet paper plant, but you have a project manager on staff who used to work for the biggest builder on such plants and ran several high-profile projects. Of course, you would include in considerable detail in your presentation the vast experience of this individual in building the owner's plant. You would specify that this person would be the lead project manager on this project.
Track record is critically important.
It says what you have done. It doesn't necessarily say how well you have done it. For that you need references and preferably references that your prospective owner holds in high regard. Say some company wants to build a high tech software development campus and you've got Bill Gates on your reference list. Well respected architects, engineers, bankers, or real estate agents may very well qualify as strategic relationships when it comes to borrowed credibility.