{"id":189412,"date":"2025-04-17T18:51:07","date_gmt":"2025-04-17T18:51:07","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/the-problem-with-selecting-a-marketing-agency-via-rfp\/"},"modified":"2025-04-17T18:51:07","modified_gmt":"2025-04-17T18:51:07","slug":"the-problem-with-selecting-a-marketing-agency-via-rfp","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=189412","title":{"rendered":"The Problem With Selecting A Marketing Agency Via RFP"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<p>RFPs are an ineffective way to find a marketing agency partner for your business.<\/p>\n<div>\n<div class=\"wpsso-pinterest-image\" id=\"pin-it-post-13085_type-post\" style=\"width:0;height:0;display:none !important;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/kexino.com\/wp-content\/uploads\/2020\/06\/Stop-using-the-RFP-when-choosing-a-marketing-agency-1200x1200.png\" width=\"0\" height=\"0\" class=\"skip-lazy\" style=\"width:0;height:0;\" alt=\"\" data-pin-description=\"RFPs have their uses when selecting vendors for buying commodity items, but come up short if you're choosing a marketing agency partner for your business.\"\/><\/div>\n<p>It doesn\u2019t matter whether you call it an RFP <em>(Request For Proposal)<\/em>, RFQ <em>(Request for Quotation)<\/em>, or RFI <em>(Request For Information)<\/em>. Using a rigid, pre-determined checklist as the basis for selecting a marketing services provider is one of the worst things a business can do.<\/p>\n<p>For many businesses, the process of selecting a supplier for a required product or service is determined by a formal selection process \u2013 an \u201cRFP\u201d.<\/p>\n<p>Selecting a vendor by RFP would seem to make a lot of sense. You ensure each potential supplier answers the same questions. In return you get a clearer idea of features, options, pricing, and business terms. An RFP helps you evaluate each potential solution on its merits, and in comparison to competitive offerings.<\/p>\n<p>Except it doesn\u2019t. At least, not for marketing agencies.<\/p>\n<h2 class=\"h-custom-headline mtn h4\"><span>RFPs Don\u2019t Work When There Is A Creative Component In The Selection Process<\/span><\/h2>\n<p>An RFP-based selection process may be just the ticket if you\u2019re buying office furniture, insurance, or employee healthcare. <a href=\"https:\/\/kexino.com\/business\/what-does-your-company-sell\/\" rel=\"noopener\" target=\"_blank\" title=\"What Does Your Business ACTUALLY Sell? | KEXINO\">Buying determinations<\/a> are easier when the selection criteria is objective, tangible, and immune to subjective interpretation.<\/p>\n<p>But there\u2019s problem with relying on such a process when looking for <a href=\"https:\/\/kexino.com\/business\/finding-the-right-marketing-agency\/\" rel=\"noopener\" target=\"_blank\" title=\"Choosing The Right Marketing Agency For Your Small Business | KEXINO\">the right marketing agency<\/a>. Quite often, the reasons for choosing one agency over another are <em>anything but<\/em> objective. Values that contribute to your selection decision, such as creativity, are hard to quantify.<\/p>\n<p>What often happens is you end up in a bigger state of confusion than where you started. The people tasked with the job end up with wildly differing opinions. In the end the <a href=\"https:\/\/www.enricdurany.com\/agile-startup-entrepreneur\/hippos-highest-paid-person-opinion-data-driven-decision-making\/\" rel=\"noopener noreferrer\" target=\"_blank\" title=\"Highest-Paid Person's Opinion: HiPPO\">HiPPO<\/a> smashes the process and decides based on \u2018gut feeling\u2019, giving a thumbs-up like some latter-day <a href=\"https:\/\/en.wikipedia.org\/wiki\/Thumb_signal\" rel=\"noopener noreferrer\" target=\"_blank\" title=\"Caesar giving the thumbs-up | Wikipedia\">Caesar<\/a>.<\/p>\n<p>So what was the point of sending out an RFP in the first place?<\/p>\n<h2 class=\"h-custom-headline mtn h4\"><span>RFP Mistake #1: You Don\u2019t Know What Questions To Ask<\/span><\/h2>\n<p>Most businesses looking for an agency are doing so because they don\u2019t have <a href=\"https:\/\/kexino.com\/startup-marketing\/diy-bad-idea\/\" rel=\"noopener\" target=\"_blank\" title=\"Why DIY-Marketing Your Startup is a BAD idea | KEXINO\">in-house marketing resources<\/a>. But if there\u2019s no-one in the organization who knows anything about marketing, how on earth do you know what questions to ask?<\/p>\n<p>Since RFPs are about considering potential suppliers against a neutral baseline, it\u2019s not up to the agency to fill in the blanks you\u2019ve missed. That\u2019s on you. It\u2019s up to the client to ask the right questions.<\/p>\n<p>Most marketing RFPs have been put together without thought or consideration to the actual <strong>business<\/strong> result the organization is looking to achieve. There\u2019s been no research into <a href=\"https:\/\/kexino.com\/about-kexino\/faqs\/\" rel=\"noopener\" target=\"_blank\" title=\"Frequently-Asked Questions About KEXINO Marketing Agency\">how a marketing agency works<\/a>, what their client onboarding process looks like, or how they measure results.<\/p>\n<p>You need to do your homework. Not by spending an hour Googling \u201c<em>best marketing agencies near me<\/em>\u201c. But by researching qualified suppliers, conducting reference and background checks, and consulting with industry partners who know what others are doing.<\/p>\n<p>If you really want to do this properly, you should be employing a reputable consultant to do all of this for you. Now\u2019s not the time for hastily-scribbled notes on the back on a napkin while having a beer with your Sales Director.<\/p>\n<p>If you cannot specifically and quantifiably articulate your needs, you shouldn\u2019t be sending out an RFP.<\/p>\n<h2 class=\"h-custom-headline mtn h4\"><span>RFP Mistake #2: All About Tactics And Nothing About Strategy<\/span><\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/kexino.com\/wp-content\/uploads\/2020\/06\/Marketing-RFPs-are-too-much-paperwork.jpg\" alt=\"Marketing RFPs involve too much paperwork\" width=\"300\" height=\"201\" class=\"alignleft size-full wp-image-13088\" data-wp-pid=\"13088\" srcset=\"https:\/\/kexino.com\/wp-content\/uploads\/2020\/06\/Marketing-RFPs-are-too-much-paperwork.jpg 300w, https:\/\/kexino.com\/wp-content\/uploads\/2020\/06\/Marketing-RFPs-are-too-much-paperwork-100x67.jpg 100w\" sizes=\"(max-width: 300px) 100vw, 300px\"\/><\/p>\n<p>If your RFP is just a shopping list of tactics, don\u2019t be surprised if you end up with the agency version of a dodgy second-hand car dealer.<\/p>\n<p>Getting into tactics at this stage implies you know what the problem is. Again, <a href=\"https:\/\/kexino.com\/business\/marketing-is-about-people-not-technology\/\" rel=\"noopener\" target=\"_blank\" title=\"Marketing Is About People, Not Technology | KEXINO\">if you don\u2019t know about marketing<\/a>, deciding on the list of tactics isn\u2019t your job. It\u2019s the job of your agency. Going down that road is akin to <a href=\"https:\/\/kexino.com\/marketing\/small-business-assumptions\/#selfdiagnosing\" rel=\"noopener\" target=\"_blank\" title=\"Why Do You Think You Know The Solution?\">self-diagnosis<\/a>. If an agency simply does what you tell them to do and the results suck, it\u2019s probably not their fault.<\/p>\n<p>You don\u2019t demand your mechanic changes your car\u2019s transmission if they\u2019ve determined what you actually need is an oil change. It\u2019s the same for an agency. Accept the fact that <a href=\"https:\/\/kexino.com\/marketing\/small-business-assumptions\" rel=\"noopener\" target=\"_blank\">you don\u2019t know what you don\u2019t know<\/a>.<\/p>\n<p>Any agency worth its salt will take the time to understand your unique business issues and circumstances, and design a <a href=\"https:\/\/kexino.com\/marketing\/expensive-to-be-effective\/\" rel=\"noopener\" target=\"_blank\" title=\"Effective Marketing Doesn\u2019t Have To Mean Expensive Marketing | KEXINO\">marketing engagement plan<\/a> to suit. That approach doesn\u2019t fit the constraints an RFP process imposes.<\/p>\n<h2 class=\"h-custom-headline mtn h4\"><span>RFP Mistake #3: Having The Agency Decide For You<\/span><\/h2>\n<p>Hang on, didn\u2019t I just say that the agency should be making marketing decisions, not you? Well, yes and no.<\/p>\n<p>Since most have been put together without research or in-depth preparation, RFP questions are restricted to what you already know. Which, as I\u2019ve said, probably isn\u2019t very much. The result is you\u2019re limited to asking a subset of questions about <em>what you think you know<\/em> about marketing.<\/p>\n<p><strong>An RFP, by definition, assumes you know what you want<\/strong>. It outlines the nature of the engagement, project scope, process methodology, and <a href=\"https:\/\/en.wikipedia.org\/wiki\/Performance_indicator\" rel=\"noopener noreferrer\" target=\"_blank\" title=\"Definition of KPI | Wikipedia\">KPIs<\/a>. It doesn\u2019t abdicate decision-making.<\/p>\n<p>If you\u2019re <a href=\"https:\/\/kexino.com\/business\/finding-the-right-marketing-agency\/\" rel=\"noopener\" target=\"_blank\" title=\"Choosing The Right Marketing Agency For Your Small Business | KEXINO\">looking for a marketing partner<\/a> who can advise and recommend courses of action, that\u2019s not something you can specify in an RFP. Even if you did, how do you plan to <em>measure<\/em> that attribute against another candidate?<\/p>\n<h2 class=\"h-custom-headline mtn h4\"><span>RFP Mistake #4: Ignoring The Intangibles<\/span><\/h2>\n<p>The best client-supplier relationships with agencies are <strong>partnerships<\/strong>. Like any partnership it\u2019s not just about deliverables, quality, or pricing. It\u2019s also about intangibles.<\/p>\n<p>There needs to be a chemistry between you and your agency. The working relationship is often more personal and emotional in nature compared to working with other suppliers.<\/p>\n<p>Sure, you can get an idea of capabilities and creativity from looking at past work, or review case studies. But that only gets you so far.<\/p>\n<p>RFPs prevent you obtaining a real understanding of the agency from a cultural perspective. You don\u2019t know if they\u2019ll be a good fit within your company. You don\u2019t know if their ethos aligns with that of your business.<\/p>\n<p>Too often an RFP is used as the only source of information on a potential supplier, or as a replacement for a phone discussion. As a result you\u2019re unlikely to get a well-rounded impression of an agency\u2019s true nature or capabilities.<\/p>\n<h2 class=\"h-custom-headline mtn h4\"><span>We Refuse To Play A Rigged Game<\/span><\/h2>\n<p>We don\u2019t believe in choosing an agency based on such selection processes. So much so that <a href=\"https:\/\/kexino.com\/about-kexino\/faqs\/#rfp\" rel=\"noopener\" target=\"_blank\" title=\"We don't play the RFP game. Because it's rigged.\">we flatly refuse to participate in RFPs<\/a>. We\u2019ve never submitted an RFP since our agency was founded back in 2008.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/kexino.com\/wp-content\/uploads\/2020\/06\/Marketing-RFPs-are-time-consuming-and-overwhelming.jpg\" alt=\"Marketing RFPs are resource intensive and poorly prepared\" width=\"300\" height=\"247\" class=\"alignright size-full wp-image-13089\" data-wp-pid=\"13089\" srcset=\"https:\/\/kexino.com\/wp-content\/uploads\/2020\/06\/Marketing-RFPs-are-time-consuming-and-overwhelming.jpg 300w, https:\/\/kexino.com\/wp-content\/uploads\/2020\/06\/Marketing-RFPs-are-time-consuming-and-overwhelming-100x82.jpg 100w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\"\/><\/p>\n<p>Usually, that\u2019s because most RFPs haven\u2019t been prepared with adequate foresight, making it a waste of time. But there are other reasons.<\/p>\n<p>RFPs ignore the personal aspect we believe is vital for any successful long term business relationship. RFPs define candidates by little more than capabilities and price. <a href=\"https:\/\/kexino.com\/marketing\/the-price-of-everything-the-value-of-nothing\/\" rel=\"noopener\" target=\"_blank\" title=\"Price Is Not The Same As Value | KEXINO\">Potential suppliers are treated as commodities<\/a>, while the client wants their marketing to be the exact opposite.<\/p>\n<p>The lack of any direct contact means agencies don\u2019t get the opportunity to demonstrate their <a href=\"https:\/\/kexino.com\/business\/spoilt-for-choice\/\" rel=\"noopener\" target=\"_blank\" title=\"Being Seen As Unique By Your Customers | KEXINO\">uniqueness and differentiation<\/a>. Again, these are deliverables the client expects for their own business. Clients don\u2019t get to hear about capabilities that may benefit their project. Because they\u2019ve not been considered in the questions, the agency doesn\u2019t get the chance to talk about them.<\/p>\n<p>RFPs can take an inordinately large of time to complete. They assume agency production processes and communications are the same. They leave no room for workaround solutions, or better alternatives to specific questions. \u201c<em>Do you offer X? Yes or No.<\/em>\u201d Well, we think we have a better way of addressing that need in a way that\u2019s faster, better, and cheaper. But since we don\u2019t have an opportunity to explain, you\u2019ll never know.<\/p>\n<p>Finally, candidates have little redress or recourse if they\u2019re not selected. Did you understand our answer to \u2018Question X\u2019 means you saving a ton of cash by not having to do Y? How do I know if you got the point?<\/p>\n<p>There are also times when businesses are obliged to send out RFPs <em>even when they\u2019ve already decided which agency will get the gig<\/em>. The hoopla is simply there to provide a response to anyone questioning selection impartiality.<\/p>\n<h2 class=\"h-custom-headline mtn h4\"><span>There Are Better Ways To Select A Marketing Agency Than By RFP<\/span><\/h2>\n<p>I get that some businesses are forced to buy via RFP due to regulatory or governance reasons. I also understand some organizations use RFPs from a procurement position, so they\u2019ll get what they want for the lowest price. If you\u2019re buying commodity items like paper clips, then by all means issue an RFP.<\/p>\n<p>But appointing a marketing agency is different. Integration, personality, and creativity count as much as capabilities, deliverables, or how many days credit you\u2019ll get.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>RFPs are an ineffective way to find a marketing agency partner for your business. It doesn\u2019t matter whether you call it an RFP (Request For Proposal), RFQ (Request for Quotation), or RFI (Request For Information). Using a rigid, pre-determined checklist as the basis for selecting a marketing services provider is one of the worst things [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":189413,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[5353,8402,4106,64436,27121],"dealstore":[],"offerexpiration":[],"class_list":["post-189412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-agency","tag-marketing","tag-problem","tag-rfp","tag-selecting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Problem With Selecting A Marketing Agency Via RFP - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=189412\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Problem With Selecting A Marketing Agency Via RFP - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"RFPs are an ineffective way to find a marketing agency partner for your business. It doesn\u2019t matter whether you call it an RFP (Request For Proposal), RFQ (Request for Quotation), or RFI (Request For Information). 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It doesn\u2019t matter whether you call it an RFP (Request For Proposal), RFQ (Request for Quotation), or RFI (Request For Information). 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