Issuing an RFP

RFPs (Request for Proposals) can be useful in a marketing agency search. However, RFPs are usually a call for disaster, since they make an agency search a “commodity” exercise at the best, and a complete waste of time at the worst – for both client and agency.

What’s the reason for the pitch? How will the decision be based? There's a ton of questions that go into the process. Many agencies can be easily eliminated (or better targeted) without wasting everyone's time.

Agencies come in all shapes and sizes. Many may look alike, but there's a ton of difference among them. There's a big difference between capabilities and expertise.

Clients launching the process by a blanket RFP to a “long list” risk alienating some super stars that might be just the ones they need. It takes an enormous amount of work to properly respond to an RFP. Some agencies-even in challenging economic climate-may not participate. Smaller or mid-size agencies with limited resources need to be super selective about whom to pitch and have to consider if they even have a decent shot at it among fierce competition.

Often companies make the mistake of conducting an agency search too early, knowing it can weeks or months of agency presentations. The problem is, things change. Quickly. Budgets get cut, focus shifts and you may find the agency ready-to-hire is not so well-suited anymore. Now, the process has to start all over again and the launch is delayed.

If you must issue an RFP, consider the following best practices:

� Wait till you're ready to hire. Get management team buy-in, agree on a general scope of work, budget range and allocate the time and resources needed.

� Make the RFP short and savvy. Brief the agency and give them enough information to properly respond. Include the situation and reason for the pitch, agency expectations, criteria set and how and why a decision will be made.

� Avoid the long list. Blanket RFPs to a "long list" of agencies risk alienating gems. It takes work to provide a thoughtful response. Smaller agencies with limited resources need to be selective about pitching. Issue to a few that you would consider hiring. Only issue the RFP to viable finalists, all of whom you’ve met and are serious contenders.

� Get the right short-list. Everyone has a network, but it’s not necessarily the right players at the right time. Do serious research, or work with a search consultancy to understand the right questions. and get the right selection.

Time is valuable. This way, you’ll save and your team a lot of time and headaches. especially when teams are spread thin.

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