"For decades, the request for proposal (RFP) has been the default model for selecting technology vendors - a structured way to define requirements, score responses and declare winners. That approach worked when the goal was to purchase commodities like hardware, software or infrastructure. But in martech and in-house creative operations, the RFP is proving increasingly unfit for purpose. The pace of change makes it unsustainable."
"Typical martech RFP cycles stretch four to six months, while tools and platforms evolve in a matter of weeks, according to Gartner. Proposal teams spend an average of 30 hours on each RFP - more than 5,000 hours a year, Loopio data shows. Marketing and operations staff lose valuable time in requirement workshops and scoring sessions. With technology evolving rapidly and consumer expectations in constant flux, lengthy, resource-heavy selection processes stall transformation instead of enabling it."
RFPs historically provided structured vendor selection for commodity purchases, but martech and in-house creative operations require different approaches. Long RFP cycles — often four to six months — outpace platform evolution, which can shift in weeks. Proposal teams average 30 hours per RFP, exceeding 5,000 hours annually, while marketing and operations staff spend time in requirements workshops and scoring. Lengthy, resource-heavy selection processes stall transformation and risk obsolescence by launch. Traditional RFPs are slow, favor cost and compliance through weighted scoring, and prioritize polished proposals over demonstrated delivery, while integrations and team chemistry drive real success.
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