Guide
Request For Proposal (RFP) Templates
A practical outline for writing a marketing RFP that gets comparable, useful proposals from agencies.
1. Company background
Who you are, what you sell, where, and to whom.
2. Goals and KPIs
The business outcomes you need, with target CPA, ROAS or lead volume if known.
3. Scope of work
Channels and services in scope, plus anything explicitly out of scope.
4. Budget range
Media and fee budgets — even a range saves everyone time.
5. Timeline
Proposal deadline, decision date and desired start date.
6. Evaluation criteria
How you will compare proposals and who decides.
Questions worth asking agencies
- Who exactly will work on our account, and how senior are they?
- How will you measure success, and how often will we see reports?
- Who owns the ad accounts, data and creative?
- What happens in the first 90 days?
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