How To Run a Better RFP Process
I’ve seen a lot of RFPs.
I wrote and edited them on the client side. I evaluated hundreds while leading business development for an agency. It’s a process nobody really loves and that’s largely because it’s often approached from the wrong mindset. Companies tend to run agency searches defensively, while agencies respond with either too much fluff or too much bravado.
At its worst, the RFP process can feel like a royal court with clients inviting agencies to perform for them, knowing only one will win their favor.
It doesn’t have to be that way, though.
There’s a more effective, more human way to find your next agency partner.
In my current role leading a B2B growth consultancy, I sit on both sides of this equation, helping agencies win RFPs and helping clients design search processes that are thoughtful, respectful, and ultimately more effective.
Start by Asking: Do You Even Need an RFP?
My first piece of advice: avoid the RFP altogether if you can.
Instead, identify a few agencies you’ve heard great things about. Research some others. Meet their people. If there’s a strong fit, hire one for a small project. Think of this as the “speed date before you get married” approach.
It gives you a real-world view of how the agency works before making a long-term commitment. And since choosing an agency can have a meaningful impact on your business (and your career) that kind of validation matters.
This approach does require patience, and it’s not always feasible. But when it is, it’s often the smartest path forward.
When an RFP Is the Right Move
Sometimes, an RFP is necessary and the right move. When it is, the goal should be simple: create a process that brings out the best thinking from the best agencies.
Here are five ways to do exactly that, pulled from the larger COR Agency Search Process that I use with clients:
Qualify the Field: Do your homework. Make the RFP invitation-only whenever possible. Talk to ~15 agencies upfront and narrow it down to 6–8 participants. If you have non-negotiable requirements, send a short pre-qualification questionnaire to filter quickly. Agencies will appreciate you being up front with them, too. A smaller, more curated field leads to better outcomes for everyone. If you’re required to post the RFP publicly (e.g., tax-funded organizations), still build a target list of agencies you want to invite directly.
Provide Thinking Time: One-week RFP turnarounds are a red flag to agencies. The only agencies that can respond that quickly are the ones with excess bandwidth (and not in demand), or they are using AI to create the response, and you want humans, not robots. Plan for a minimum of 2-3 weeks to receive thoughtful, strategic responses. Also, be fair: share the same information with all participants at the same time. And if you extend time for one participant, do it for all participants.
Be Transparent About Budget – Money doesn’t need to be a taboo topic. You may be worried that revealing your budget will scare off larger agencies, or that agencies will scale to the number, or that your negotiating position will be diminished. First, you don’t want to get to the end of a courtship only for the agency to discover that you can’t afford them. Second, agencies and firms will advise you in their proposal how they would allocate your budget for maximum effectiveness; it’s your choice whether you approve that approach. Third, you will still have plenty of levers to pull in a negotiation because you control the budget.
Strategic Challenges over Spec Work – Agencies and firms make their living on ideas and execution. Asking for fully developed campaigns or detailed plans during an RFP can be a major turnoff. In some cases, agencies have even seen their unpaid work used without being hired. There’s a better approach: present a strategic challenge. Give agencies a real business problem and ask how they would approach it. This reveals how they think, collaborate, and solve problems without requiring them to give away the finished product.
Have Fun With It! – RFPs shouldn’t read like stereo instructions. A bit of humor goes a long way. Show that you’ll be a great team to work with. One RFP that sticks out in my mind was a national non-profit that said “we haven’t updated our branding since Link first tried to rescue Zelda.” Wouldn’t you want to work with people that throw out OG Nintendo references in a formal RFP?
One Last Parting Thought: Be a Great Partner
This applies beyond RFPs, but it’s especially important here: be respectful. Yes, the client holds the power, but great agencies are evaluating you just as much as you’re evaluating them.
Don’t treat agencies and firms like “vendors” (they hate that term).
Be thoughtful and professional in Q&A interactions
Acknowledge the time and effort they’re investing
Push for excellence. Hold high standards. But treat people like people. I’ve seen agencies walk away late in the process, or been part of teams that did, because the warning signs of a bad relationship were too strong to ignore.
No one wants a toxic partnership. And if you’re running an agency search, chances are you’re already trying to avoid one.
For more best practices, and how the framework of the COR Agency Search Process works, reach out to me anytime. I’d love to help.