Request Your Free Template Now:

"Revenue Focused Marketing Partner RFP Template"

Stop buying marketing “effort.” Use this outcome-based RFP template to define revenue goals, lock in accountability, and objectively evaluate agency partners on clarity, ownership, and measurable impact--not activity reports.

The Revenue-Focused Marketing Partner RFP Template: Outcome-Based Evaluation Guide is a practical framework built to shift agency selection from an activity-based mindset (“what they’ll do”) to an outcome-based evaluation (“what they’ll achieve”). It is designed to reduce financial risk, protect marketing ROI, and force clarity before any contract is signed—because vague answers in high-stakes marketing operations aren’t harmless; they’re disqualifiers. 

The guide outlines an internal-first process for running a disciplined RFP: your team completes internal alignment sections first (defining the business problem, 12-month revenue goals, and the risk of failure), validates consensus with leadership, then sends only the external-facing agency questions to shortlisted partners. Finally, it provides a scorecard to evaluate agency responses objectively against your internal requirements. 

Key sections help organizations eliminate ambiguity that commonly causes wasted spend and friction—especially around MQL/SQL definitions, marketing vs. sales handoffs, and pipeline ownership. The template also prompts teams to set engagement boundaries upfront by distinguishing in-scope outcomes from explicitly out-of-scope activities, and by documenting access requirements and internal resource availability needed for success. 

To ensure agencies are measured on business impact rather than vanity metrics, the guide includes a reporting and accountability section that establishes primary KPIs, review cadence, required stakeholders, and a remediation process if targets are missed—explicitly warning that partners unwilling to agree to consequences or a clear plan for underperformance are signaling misalignment. 

The external-facing portion provides five direct questions for shortlisted agencies, designed to expose whether they can define 90-day success, balance short- and long-term growth, manage underperformance, challenge assumptions, and name common failure modes. Responses are then evaluated using a weighted internal scorecard (confidence/evidence, ownership clarity, risk signals, and strategic alignment) to support a final recommendation based on transparency and accountability.

Offered Free by: ThinkFuel Inc.
See All Resources from: ThinkFuel Inc.