RFP Guide for Marketers
An RFP can bring structure to a complex agency decision, but it is not the right starting point for every marketing need. Use this guide to understand when an RFP makes sense, how to build one well, and what other paths may get you to the right agency faster.
Before You Begin
The question is not simply whether an RFP could be used. It is whether a formal proposal process is the most useful way to define the need, evaluate qualified options, and reach the right decision.
A formal process may help
Clarify before you formalize
Define the problem, stakeholders, constraints, and decision before choosing the process.
An RFQ may be more direct when the specifications are set and price is the primary variable.
Setup can help clarify the need and identify the agency-search path that fits it.
Talk Through Your Agency Need →RFP Fundamentals
A request for proposal is a structured document a company uses to invite qualified agencies or vendors to recommend how they would solve a defined business need.
A strong RFP gives participating agencies the context they need to understand the challenge, determine whether they are a good fit, and develop a thoughtful response. It also gives the selection team a consistent framework for comparing proposed strategies, capabilities, teams, timing, and investment.
The RFP is only one part of the decision process. The quality of the outcome depends on the clarity of the brief, the relevance of the invited agencies, the evaluation criteria, and the conversations surrounding the written proposals.
The important distinction
If the problem, scope, budget, stakeholders, or desired outcome are still unclear, a discovery process may be a better first step.
Choose the Right Request
These documents serve different purposes. Choosing the right one keeps the process focused and helps agencies provide the information you actually need.
Use an RFI when you are learning about the market, potential partners, or possible approaches.
Use an RFP when the need is sufficiently defined and you want agencies to propose a solution.
Use an RFQ when the requirements are fixed and comparable pricing is the primary need.
From Need to New Partner
A disciplined process gives agencies the opportunity to do their best thinking and gives your team a clearer way to evaluate fit. Build enough structure to support the decision without creating unnecessary work for either side.
Define
Align on the business problem, why it matters now, what success should look like, and whether an agency search is the right response.
Align
Identify the stakeholders who will shape the brief, meet agencies, evaluate responses, approve the investment, and work with the selected partner.
Prepare
Provide useful context, define the requested response, establish evaluation criteria, and create a realistic schedule for questions and decisions.
Invite
Invite a focused group with relevant capabilities and fit. Give every participant equal access to the information needed to respond well.
Evaluate
Score consistently, test assumptions, and use live conversations to understand chemistry, working style, strategic judgment, and team credibility.
Select
Consider the complete picture—not simply the most polished presentation or lowest price—and communicate the decision respectfully to every participant.
Launch
Confirm scope, roles, governance, measurement, and near-term priorities so the new relationship starts with clarity and momentum.
Build a Better Brief
Give agencies enough information to understand the opportunity and respond meaningfully. Be specific where the requirements are fixed and transparent where discovery or agency guidance is still welcome.
Introduce the organization, category, customers, competitive landscape, relevant history, and the conditions shaping the opportunity.
Explain what changed, what must be solved, why it matters, and the business or marketing outcomes the work should support.
Outline the known responsibilities, workstreams, markets, channels, outputs, and any areas where you want the agency to recommend the approach.
Share priority audiences, research, performance information, brand guidance, customer insights, and other inputs the agency can responsibly use.
Provide a realistic budget or range, clarify what it includes, and identify any contractual, procurement, insurance, or payment requirements.
List key dates, decision makers, the primary contact, Q&A instructions, meeting expectations, response format, and anticipated start date.
Tell agencies how responses will be assessed, which requirements matter most, and how written proposals, meetings, references, and pricing will factor in.
Ask only for information that supports the decision, including the proposed approach, relevant proof, team, timing, assumptions, and investment.
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How Setup Helps
You do not need to arrive with the perfect brief, a completed RFP, or a predetermined search model. Setup helps clarify the need first, then recommends the path and agency options that make the most sense.
We help define the goals, scope, timing, budget, stakeholders, internal resources, and type of support that could create the most value.
We help determine whether the situation calls for focused introductions, a specialized search, a broader formal process, or another next step.
We consider capabilities, relevant experience, category fit, working style, budget, timing, and the specific context behind the brand need.
We help bring structure and context to introductions, feedback, evaluation, and next steps so the team can move forward with more confidence.
Continue Planning
Use these resources to clarify the need, structure the evaluation, and prepare your team for the conversations ahead.
Answer five questions to help clarify what kind of marketing or agency support you may actually need.
Take the diagnostic → Evaluation ToolCompare agencies more consistently from the initial RFI review through finalist presentations.
Open the scorecard → Selection GuideExplore practical guidance for planning, selecting, onboarding, and managing an agency relationship.
Explore the guide → Planning TemplateOrganize goals, audiences, measurement, timing, responsibilities, and the essential context behind an initiative.
Get the template →Not Sure What Comes Next?
You do not have to decide whether you need an RFP, an agency search, or another solution before reaching out.