8 Steps to RFPs That Elicit Expert Agency Proposals

Let Agencies Diagnose Problems, Don't Dictate Solutions

RFPs fail when they prescribe specific channels or strategies, preventing experts from addressing root issues. Rich Gray, with 20+ years reviewing hundreds of enterprise RFPs, calls this the top mistake: treat agencies like doctors, not waiters—provide context for diagnosis, not orders. Vague goals like "increase leads" yield vague proposals; specify measurable targets, e.g., "generate 100 qualified leads/week at max £300 CPA" or "cut acquisition cost 25% while holding volume." Frame dual levels: business goal (e.g., lower CAC) plus marketing hypothesis (e.g., build organic to ease paid channel strain), enabling agencies to validate or pivot. Withhold specifics on past failures, and agencies waste time reprising dud tactics; disclose what worked/failed, why, plus data like traffic, conversion rates, channel performance, and team constraints to avoid redundant proposals.

Supply Context, Budget Range, and Competitive Insights

Include company overview: revenue bracket, growth trajectory, key products/services, geographies, marketing team capabilities, and decision-makers' priorities (e.g., CFO favors efficiency, CMO brand visibility). Detail competitive landscape—name targets, their strengths (e.g., dominating Google, AI mentions, PPC), your positioning, and internal analysis. Highlight unique brand differentiators and messaging, crucial for AI search where tools like ChatGPT recommend based on clear positioning; generic sites hide advantages agencies can't guess. Budget transparency prevents "pin the tail on the donkey": one RFP spanned 10-12 channels with no budget, yielding proposals from £20k-£240k/month. Share a range—good agencies scale resources/seniority to it, not inflate prices. Forward-thinking RFPs now flag AI search traffic growth (e.g., ChatGPT referrals boosting branded/direct visits) to prompt optimization strategies.

Define Timelines and Evaluation for Fair, Realistic Processes

Outline campaign timeline (not just RFP), RFP process stages (issue, Q&A/discovery, submission deadline, shortlist, pitches, decision, start), and stick to dates—extensions unfairly penalize deadline-compliant agencies. Allow 3-4 weeks for detailed, data-driven proposals with senior input; 1 week is unrealistic, 2 months too loose. Explicitly state evaluation criteria and evaluators upfront, focusing on meaningful ones like cost-efficiency or similar-brand experience—overly narrow filters (e.g., "vegan DTC skincare in specific territories") deter strong agencies. Internal alignment on problem, priorities, and budget preempts post-proposal surprises; misalignment wastes C-suite time.