Running a client-side RFP process can be a daunting task. How do you ask the right questions and unlock the right answers? How do you manage your time so it’s not swallowed up by several people asking for the same information? A client-side marketer that’s also worked at a search agency, Matt Holmes has identified 8 key steps to lead you towards a successful, considerate, and mutually beneficial RFP process.

1. How To Run
A Great RFP
Process
#SearchLeeds @MattHolmesXX

2. Hello!
I’m Matt Holmes
I’m Head of Digital Marketing
Thomas Cook Group Airline
@TCAirlinesUK
You can find me at @MattHolmesXX
#SearchLeeds @MattHolmesXX

3. “How do you know about this?
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4. #SearchLeeds @MattHolmesXX

5. 1.
Tell The
Agencies Who
YOU are
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6. THIS MAY
SOUND
OBVIOUS
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7. #SearchLeeds @MattHolmesXX

8. #SearchLeeds @MattHolmesXX

9. 2.
Check For
Chemistry
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10. The Van Test
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12. 3.
Be Clear On
What Success
Looks Like
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13. #SearchLeeds @MattHolmesXX
Be Able To Measure Success

14. Talk About Spend
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15. Beware of Scope Creep
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16. 4.
Ask The Right
Questions
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17. #SearchLeeds @MattHolmesXX

18. 18
“What’s your approach to onboarding
and project management?”
“What would the first 90 days of working with you
look like? How do you prioritise and what’s your
approach to managing large projects? How do
you make sure BAU activity continues during big-
ticket projects? Describe your ways of working
and how teams collaborate for the benefit of the
client.”

19. 5.
Transparency On
Your Decision
Criteria & Scoring
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20. Criteria Weighting
Technical ability
Experience in inventory management via DoubleClick, feeds and automated approaches.
30%
Language capabilities
A thorough process that will enable regular keyword management and localisation of copy
for all languages/markets.
20%
Strategic approach/data driven
Strategic approach and the correct use of data to lead digital plans and respond to
challenges within the business.
15%
Experience of large, international retail clients
Scalability knowledge and experience as well as potential to manage other paid media.
15%
Cultural fit/ways of working
Team setup/structure, day-to-day communication, knowledgeable account management
team, SLAs and company culture.
10%
Creativity
Creative problem-solving, idea generation and reacting to new trends and features to
develop PPC and Shopping to an award-winning standard.
10%
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21. Points Criteria
5 Fully meets
4 Meets with minor gaps (no compromise required)
3 Meets with moderate gaps (some compromise required)
2 Partially meets (significant gaps, compromise required)
1 Does not meet
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23. bit.ly/rfpcalculator
23

24. 6.
Be Transparent
About The
Process Itself
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25. The
Stages Of
The
Process
The
Decision
Makers
The
Decision
Criteria &
Scoring
The
Schedule
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26. Date Milestone
Day 1 RFP sent to shortlisted agencies
+ 3 days Deadline to RSVP invitation (1pm GMT)
+ 7-10 days Conference calls/meetings with potential partners to discuss project
+ 2-3 weeks Deadline for partner proposals (1pm GMT)
+ 4 days Selection of finalists
+ 2 weeks Finalist presentations
+4 days Final partner selected
+ 4 weeks Project start date (tentative)

27. 27#SearchLeeds @MattHolmesXX

28. 7.
Deal With
Questions Fairly
& Effectively
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29. #SearchLeeds @MattHolmesXX
Don’t Share Answers

30. DISCOVERY
SESSIONS
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32. 8.
Feed Back After The Process
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34. BONUS ROUND
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35. Make It About ME
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36. It’s About People
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37. Nail Your Story
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38. Questions?
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39. Thanks!
Matt Holmes
Head of Digital Marketing
Thomas Cook Group Airline
@TCAirlinesUK
@MattHolmesXX
#SearchLeeds @MattHolmesXX