Why an RFP is Probably Not Your Best Move

When brands begin the search for a marketing agency, the default approach is often to initiate a Request for Proposal (RFP). While the process may appear structured and thorough, it’s often an exercise in inefficiency, misaligned priorities, and missed opportunities.

It’s worth noting that the best agencies are busy, and busy agencies are unlikely to respond to lengthy, time-intensive RFPs, especially when the number of invitees isn’t disclosed. Instead of an RFP, consider focusing on finding agencies that align with your brand’s specific needs, share your values, and bring the expertise required to create lasting value. Here’s why it might be time to rethink your approach.

The Downside of Traditional RFPs

RFPs are, in many ways, an outdated concept, a relic of old processes that organizations follow because it’s simply "how things are done." Or it’s a carryover from other areas of the business, such as equipment or materials. Marketing services are not a CNC machine or a bolt of nylon. Ask yourself: Why are you going down the RFP path? Has it yielded outstanding results in the past? Or is it because your boss asked or your organization requires it?

Too often, RFPs are structured to foster competition, but not necessarily the kind that drives innovation. Instead of rewarding creativity, strategic insight, or alignment with brand goals, RFPs frequently turn into a race to the bottom with agencies slashing their prices to win the business. This approach devalues the expertise agencies bring to the table and leads brands to prioritize short-term cost savings over long-term impact.

What’s more, the rigid, pre-defined structure of an RFP limits an agency’s ability to think creatively or tailor their response meaningfully. When agencies are asked to solve complex problems with limited information, the result is often a cookie-cutter response that meets the requirements but fails to inspire.

Start with Values and Expertise

Instead of issuing a blanket RFP, take a proactive approach to your search. Identify agencies that have a proven track record in the areas where you want to grow. Look for case studies, client testimonials, and thought leadership that demonstrate their expertise. Talk to colleagues or peers in your industry for recommendations.

This approach helps you focus on agencies that are already a strong fit, which allows you to reduce time wasted on responses that don’t meet your needs and avoid the transactional nature of the RFP process altogether.

Ask yourself these questions to guide the search:

1. What are your goals?
   Define the outcomes you want, whether it’s increased revenue, enhanced brand awareness, or improved customer retention.

2. What expertise is required?
   If you’re focusing on eCommerce growth, for instance, prioritize agencies with demonstrated success in that space.

3. What values matter most?
   If inclusivity or sustainability is at your brand’s core, look for agencies that share those principles.

Building a Collaborative Selection Process

Once you’ve identified a shortlist of potential partners, shift your focus to collaboration rather than one-sided demands. The goal should be to create opportunities for dialogue and connection, not just a transactional exchange. Here are some ways to foster meaningful engagement:

1. Discovery Calls
   Use initial calls to discuss your goals, challenges, and vision. This is an opportunity to assess the agency’s ability to listen, adapt, and show enthusiasm for your brand.

2. Workshops or Strategy Sessions
   Collaborate with potential partners on a small project or strategy session. This hands-on approach gives you a clearer sense of how they think and operate.

3. Custom Presentations
   Instead of requesting a generic RFP response, ask agencies to present tailored solutions to your challenges. Provide enough context to let them showcase their strategic thinking without requiring exhaustive unpaid work.

Rethinking the RFP Process

If your organization absolutely requires an RFP process due to internal policies, challenge yourself to design a process that encourages innovation rather than stifling it. Focus on building a foundation for collaboration.

1. Start with objectives, not tactics
   Share your overarching goals and allow agencies to propose creative solutions.

2. Keep it concise
   Long, overly detailed RFPs can discourage top agencies from participating.

3. Signal your priorities
   Make it clear that you value expertise and alignment over cost alone.

4. Invite flexibility
   Leave room for agencies to propose unique ideas or alternative approaches.

Remember, the goal of an RFP, or any agency search, isn’t to box yourself into pre-defined answers. It’s to find a partner who will think beyond what’s on paper and deliver exceptional results.

Building Long-Term Partnerships

The endgame isn’t just hiring an agency for a single project; it’s about building a partnership that fosters long-term success. Here’s how you can set the stage:

• Invest in onboarding
  Equip your chosen agency with the tools and insights they need to hit the ground running.

• Foster open communication
  Establish regular check-ins to encourage collaboration and build trust.

• Celebrate success
  Define key performance indicators (KPIs) and celebrate milestones as you achieve them together.

Final Thoughts

The traditional RFP process often limits its own effectiveness, functioning as more of a checkbox exercise than a meaningful way to find the best partner. By stepping back and asking why you’re pursuing an RFP, and considering alternatives, you open the door to a process that prioritizes alignment, collaboration, and long-term results. Skip the RFP, focus on building relationships, and create opportunities for genuine connection. The payoff? A partnership that delivers lasting value for your brand.

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