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Unclear Objectives: The Silent Killer of Marketing RFPs

  //science-technology.news-articles.net/content/2 .. ectives-the-silent-killer-of-marketing-rfps.html
  Published in Science and Technology on Thursday, November 13th 2025 at 11:50 GMT by Forbes

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Why RFPs Fail and How Marketing Leaders Should Evaluate Technology
Forbes Tech Council, 13 Nov 2025

The Forbes Tech Council article Why RFPs Fail and How Marketing Leaders Should Evaluate Technology tackles a problem that’s become almost endemic in today’s marketing‑tech landscape: Request for Proposals (RFPs) that never deliver. The piece opens with a sobering fact—roughly 60 % of marketing‑tech RFPs end up being discarded, delayed, or yielding vendors that fail to meet expectations. From a strategic point of view, this is a costly mistake: wasted budget, lost time, and—most importantly—missed opportunities to power the brand’s growth engine.

Below is a comprehensive, 500‑plus‑word synthesis of the article’s key arguments, practical advice, and supplemental resources that were linked throughout the original post.

1. The Core Reasons RFPs Fail

The article stresses that “RFPs are not a bureaucratic checkbox; they are a strategic decision point that must reflect the company’s growth trajectory.” When any of the above issues creep in, the RFP becomes a risk, not a safeguard.

2. Re‑thinking the RFP: A Structured Evaluation Framework

The author proposes a six‑step model that turns the RFP into a technology‑adoption playbook rather than a paperwork exercise. Below is a distilled version of that framework.

Step 1: Start With the Business Use Case

• Map the Customer Journey. Identify the exact marketing problem (e.g., lead‑score attribution, content personalization, multi‑channel orchestration).
• Define Success Metrics. Quantify the desired outcomes—conversion lift, time‑to‑sale, CAC reduction, etc.

Example: A mid‑size SaaS firm wanted to reduce the sales cycle by 20 %. The RFP focused on the “ability to deliver real‑time predictive scoring that informs sales outreach.” This clarity guided all subsequent criteria.

Step 2: Build a Cross‑Functional Champion Team

• Marketing, Sales, Data, IT, Finance all contribute distinct perspectives on integration, compliance, and ROI.
• Assign a “RFP Owner.” This individual is responsible for keeping the process on schedule and reconciling conflicting priorities.

Step 3: Create a Scoring Matrix with Weighted Criteria

The article’s author recommends a “Scorecard Matrix” that assigns weights to both hard and soft criteria:

The article suggests using a simple spreadsheet or a lightweight procurement tool to maintain transparency.

Step 4: Vet Vendors Through Demo‑Driven Discovery

• Pre‑demo Questionnaire. Ask vendors to explain how they will meet the top three use cases.
• Live Demos should be structured: start with a “walkthrough” of the relevant features, then dive into the data pipeline and reporting layers.
• Reference Calls. The author warns against the common mistake of “one‑time reference checks.” Instead, a structured set of “30‑day post‑implementation” metrics provides real value.

Step 5: Pilot and Iterate

• Start Small. Run a two‑to‑four‑week pilot with a controlled audience (e.g., a single sales team or a subset of target personas).
• Collect Feedback Loops. Measure the pilot against the same success metrics defined in Step 1.
• Make an Evidence‑Based Decision. If the pilot shows >80 % of the expected lift, the vendor gets the green light for a broader rollout.

Step 6: Post‑Purchase Governance

• Governance Board. A standing committee that meets quarterly to assess adoption, feature gaps, and ROI.
• Change Management Plan. Structured training, internal marketing campaigns, and data governance policies ensure long‑term success.

3. Supplemental Resources (Links Inside the Original Article)

The article does not shy away from pointing readers toward additional reading. Below is a curated list of the linked resources that enrich the main content.

Each link adds a layer of nuance—whether it’s the “vendor scorecard” approach that ensures data‑driven decision‑making, or the “TCO” breakdown that reveals hidden expenses.

4. Practical Takeaway for Marketing Leaders

• Move from “How Much Does it Cost?” to “How Will It Grow Our Revenue?” This mindset shift turns the RFP into a revenue‑generation exercise.
• Keep the Process Agile. RFPs should not be locked into a rigid, week‑long cycle. Instead, they should iterate quickly, just like the SaaS products they evaluate.
• Make the Decision Visible. Transparent criteria and scoring reduce the temptation for ad‑hoc negotiations that often derail the whole process.
• Invest in Governance. Even the best solution can fail if the organization doesn’t monitor adoption and ROI.

5. Final Thoughts

The Forbes article’s message is clear: RFPs do not fail by accident; they fail when the process is disconnected from business outcomes and stakeholder alignment. By adopting a disciplined, data‑driven evaluation framework, marketing leaders can transform RFPs from bureaucratic roadblocks into powerful strategic tools that unlock revenue, improve customer experience, and accelerate innovation.

With the linked resources at hand, any marketing leader can start building a future‑proof technology stack that is both fit for purpose today and resilient enough to evolve tomorrow.