A couple of essential differences between the two are that:
a) all the link fields in Proposal Template.docx have fully qualified paths; and
b) it would appear those fields are pointing to the workbook embedded in that document, which I assume was saved as '\\COG\CCS FM\Proposals\Proposal Template\Proposal Template.docx', not to a workbook in another document.
I would advise against trying to link to a workbook embedded in the document itself. Such links are quite unstable, being dependent on both:
a) the document not being moved from the original folder; and
b) relying on bookmarks that could easily be deleted.
Instead, the workbook should remain as an external file and all your references should be to that file.
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Cheers,
Paul Edstein
[Fmr MS MVP - Word]
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