How Many Agencies for Your RFP?
Struggling to choose the right number of agencies for your RFP? Too many can create chaos, but too few might make you miss the perfect fit. We recommend a sweet spot for a smoother, more efficient process and the right partner for your project.
When you put an RFP (Request for Proposal) out for a website redesign or digital product build, deciding how many agencies to review is one of the first steps. If you go too big, you’ll likely drown in responses; go too small, and you risk missing out on the perfect fit for you and your project. Striking the right balance saves you time and energy and ensures a smoother and more effective decision-making process.
Why Too Many Agencies is Too Much Work
Reviewing proposals from too many agencies can—and likely will—spiral into a logistical nightmare. Each agency will have its own set of follow-up questions, requests for intro calls, and clarification needs.
This can take time and resources you might not have initially accounted for. Every Q&A email, every last-minute clarification, and every extra meeting adds to your team's workload, potentially delaying other priorities.
It’s also worth considering agencies' time and effort in responding to an RFP. Crafting a thoughtful proposal requires significant resources, from strategizing to pricing to pulling together case studies. If you’re not serious about considering an agency, it’s better to exclude them from the process upfront rather than wasting their time and yours with responses that were never truly in the running.
Beyond that, there is also a potential long-term risk to your reputation. If your RFP process becomes known in the industry as casting a wide net or being frivolous, the top agencies that would ultimately bring the most value and expertise may choose not to respond and leave you reviewing proposals from less qualified agencies. By ensuring you conduct a targeted search with an efficient process, you’ll set yourself up for success to get matched with the right agency and build strong, long-lasting relationships. If you’re wondering how to make that happen, keep reading for tips on that soon.
The Problem With Too Few Agencies
Unless you absolutely know the one agency you’ve been longing to work with, reviewing fewer than three agencies can be a misstep, as it limits your options and reduces the variety needed to make an informed decision. Without enough choices, you might not see the breadth of approaches available, missing out on the best processes or methodologies that could elevate your project.
A small pool also means you’re less likely to find an agency that’s the perfect cultural fit or aligns with your goals and priorities. This lack of alternatives can leave you feeling stuck, forcing you to settle for an agency that’s merely “good enough” rather than one that truly meets your needs. Without the ability to weigh proposals against strong contenders, it’s much harder to feel confident in your final choice and move forward enthusiastically.
The Goldilocks Zone: 3-5 Agencies
Based on our first-hand experience as an agency submitting proposals and gathering insights from clients across hundreds, if not thousands, of RFP processes, the sweet spot for RFP reviews is between three and five agencies. This number provides the diversity you need to compare different approaches, pricing models, and experience levels without overwhelming your team or the agencies involved. It also allows for meaningful engagement with each agency, allowing you to ask thoughtful questions, understand their approach, and assess their fit with your goals and working style.
How to Filter Before Reaching Out
So, how do you keep your options in the Goldilocks Zone? The key is to take the time to filter your options before you send out your RFP. By researching agencies and evaluating publicly available information, you can narrow your list to those most likely to meet your needs.
You’ll want to look for indicators like:
- Relevant Experience: Have they worked on projects similar to yours? Do they understand your industry and its challenges?
- Portfolio and Case Studies: Do their past projects demonstrate the quality, creativity, and strategic thinking you’re looking for?
- Team Size and Structure: Are they big enough to handle your project while remaining small enough to prioritize you as a client?
- Cultural Fit: Do their values, communication style, and overall approach align with what’s important to you and your team?
Asking for recommendations from peers or trusted networks can also help you identify strong candidates. By filtering strategically, you’ll have a focused list of agencies to approach, saving everyone time and effort.
Decide What’s Important Before Reaching Out
Once you’ve identified the agencies you’d like to include in the process, step back and define what matters most for you in a partner. This will give you a clear framework for evaluating proposals and making a confident choice.
Here are some areas to consider:
- Project Priorities: Are you focused on speed, innovation, budget constraints, or long-term support?
- Approaches and Working Styles: Do you prefer highly structured, process-driven agencies, or are you looking for a flexible partner to adapt to your needs?
- Deliverables and Success Metrics: What outcomes are most important, and how will you measure success at the end of the project?
Clarifying these priorities early on will guide your decision-making and help you ask targeted questions during the review process.
A Smoother Process, Better Results
A thoughtful RFP process benefits everyone involved. It keeps you from overwhelming your team (and yourself) while ensuring you have strong candidates. Doing your research upfront, filtering strategically, and defining your priorities will create an efficient, focused, and results-driven process.
The ultimate goal is to find an agency that meets your needs and feels like the right partner for your team and project. With some planning and intentionality, you’ll be well on your way to making a confident choice and a successful collaboration.
