Jill Marriott
As a strategy director at a digital agency, I’ve seen many changes in the way we approach marketing planning for our clients. We’re in a period of rapid digital transformation — and it’s showing no signs of slowing down.
Mobile has changed the digital marketing universe, setting and resetting the bar more times than I can count. With its continued ascendancy, the already-colossal $200 billion online advertising industry is staring down unprecedented innovation — and even more significant revenue.
So how does a brand maximize success and share-of-wallet going forward? It starts by building a foundation for success, anchored by the right digital marketing allies. And that begins by crafting an RFP (request for proposal) that ensures you’re future-proofing your strategy for all that comes next.
1. First, assess your current digital marketing strategy
Every monumental journey begins with introspection — and choosing a digital marketing partner is no different. Before diving into the RFP process, understanding where you stand is critical. With an eye on your team’s strengths and challenges, you can better identify and articulate what you want in a partner.
Review key metrics like conversion rates, audience engagement, and retention rates as you dig in. But more than just reviewing, be sure you’re aligning metrics with overarching business objectives.
In other words, don’t just identify times when your engagement numbers rose or fell, but give some context. Was it a successful — or botched — campaign? A new launch? Something else? It’s less what and more why at this stage, so you can share existing and emerging challenges and considerations.
While this assessment can be a bit humbling, it’s necessary. And remind yourself (and your team) that where expertise falls short or specialized solutions are needed, external intervention becomes a game-changer. That’s the goal here — to understand where you excel and where you fall short so you can find a digital agency to bridge the gap.
2. Next, define the need
With your assessment complete, the next step is to define your specific needs. Whether you need niche marketing expertise or programmatic magic, the more precise you can be in your RFP, the more likely you will connect with the right partner on the first pass.
As you think about those needs and who could fill the gaps, make sure you spell out what’s needed to show proficiency. For example, be upfront in your RFP and ask for case studies highlighting an agency’s ability to boost email open rates or accelerate e-commerce growth. With so many agencies out there — and so much incredible talent — case studies and portfolios can be the ultimate compass.
3. Be clear on agency team structures and fees
In that vein, make sure you request and are clear on agency team structures. An agency’s configuration speaks volumes about its capabilities. Agile teams that can effortlessly pivot are ideal for driving digital innovation.
You should also look for teams that promote seamless interactions between strategic planners, creatives, and data analysts. These agencies are better at creating strong synergies and crafting more holistic cross-channel — and cross-team — solutions.
Addressing agency fees in your RFP and requesting a clear-cut proposal with itemized deliverables, payment structures, and other financial considerations is also essential. From retainer models to project-based pricing, understanding the nuances ensures all are aligned, and there are no surprises or future slowdowns.
That said, there are often hidden costs lurking behind even the most transparent budgets. Navigating this requires a blend of vigilance and clarity, ensuring you’re billed only for what you tap into. Asking for agencies to address potential hidden costs — for example, web maintenance, new tools or platforms, creative production and licensing fees — helps bring add-ons to the surface early on so you can better prioritize.
Granted, this may require some additional insights from your earlier in-house assessment. Digital agencies often remind clients that modern problems demand modern solutions, and an outdated tech stack is the ultimate ball and chain. You and your team must recognize the limitations of legacy systems and set your sights on the future, which may come with an added cost.
4. Assess for technical capabilities
Right now, the digital horizon is infinite. Ensuring your agency partner can lean into forward-looking tech solutions and digital trends is essential to long-term success.
In your RFP, be sure to request overviews of key stakeholders and team members — who, specifically, would be working on core campaign elements, technical implementation, and project management. It’s great that an agency has proven experience, but it’s equally important that the experts working on your account have that same prowess.
Too often, agencies present top-tier professionals during the RFP process and swap out account leads once the deal is done. Asking these questions upfront ensures you can review the individuals driving your business forward and ask questions or get clarification if their skills or backgrounds seem misaligned.
5. Talk through approach
Beyond just understanding team structures, ask respondents to outline how they work — their workflows, processes, and priorities that may impact your relationships now and in the future. Even if you haven’t drafted a specific campaign or project need, asking these questions will ensure you find an agency partner that aligns with your working methods.
A client shared a perfect example recently. In looking for partners, this high-tech brand met with extremely well-known and deeply knowledgeable agencies. A family-run business with over a century of experience, this company is all about relationships — something they didn’t explicitly share in the RFP.
When responses were received, the CMO realized only one agency talked about relationships — their long-term client relationships, workshop-based approach, and one-to-one project management processes. This resonated immediately with the CMO and the leadership team and led to a successful agency partnership. Had they just assessed the background and perceived success rates, the company would have gone in a different direction.
Putting it together: Crafting your next great RFP
The next step: start drafting your RFP. As you’re assessing your agency and outlining your specific wants, needs, and goals, remember that lasting success lies in robust foundations. Be meticulous in your RFP process and how you see an agency partner fitting into your framework now and in the future. Because, no matter the need, vision — yours and your partner agency’s — determines performance. Finding that aligned through the RFP process positions you for success.
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