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I. Introduction and Use of the Guide
The Blackline RFP template is intended to assist procurement professionals in the creation and
execution of a wide range of RFPs across industries and procurement spend categories.
Although organizational and product/service needs vary, this template is a useful starting point
from which to configure and customize to meet your company’s specific needs.
This RFP is part of a series Blackline has identified as opportunistic and relevant based on
current macro and micro economic factors, common stakeholder engagements, and complexity.
For additional information and access to pricing and scoring worksheets, please contact
Blackline to speak with one of our industry experts on how we can Power Up your procurement
function with our inclusive back-office support, on-site procurement services, or Blackline’s
Procurement Roadmap which has transformed some of the world’s largest companies covering
more than $100 billion in spend. It is Blackline’s commitment to bring people together to
elevate procurement’s role and results!
Blackline Group Inc.
• Email: support@blacklinegroup.com
• Phone: (206) 866-9810
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II. Request for Proposal – Agency and Creative Services
A) RFP Document
1) Company Overview:
Overview Insight [delete italics and replace with your information]
Provide a brief overview of your organization providing relevant context for participating
agencies.
a) Corporate mission
b) Portfolio of products/services
c) Employee count
d) Geographical footprint
e) Company culture
f) Principles and values
Sample:
[enter Company name] is the world's largest service provider with more than 80 million
members in 100 countries and territories around the globe.
Our mission: Create mutually beneficial opportunities for every one of our customers. Our
customers get access to [list all services] helping you be successful. [enter Company name]
started out in the garage of our co-founder John Doe in [enter date] and has grown to the
size of [enter detail].
John Doe is the CEO, and the company's management team is made up of seasoned
executives who share a common vision and end-goal. [enter Company nam ] has a
diversified business model with revenues coming from several different services and
products.
2) Objective:
Objective Insight [delete italics and replace with your information]
Thoroughly describe the objective of this RFP with as many pertinent details as possible to
ensure a clear and comprehensive vision is shared with Agencies. Adding all applicable
details including historical and forecasted data, impacted business units, timelines, and
expectations will reduce the number of questions Agencies have following the
dissemination of the RFP.
Sample:
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The objective of this RFP is to ascertain capabilities and execution of marketing agencies.
The awarded agency will be able to provide best-in-class strategic commercialization for
[enter product details] across our geographic footprint (see section 6 for geographic
locations pertinent to this RFP). It is vitally important to [enter Company name] to find a
partner who will meet or exceed all required service requirements (listed in Section 4) while
continually finding avenues to improve and leverage key agencies where applicable by
business unit and geographic footprints (ideally migrating to agencies who can leverage
global footprints).
3) Background:
Background Insight [delete italics and replace with your information]
Provide a wide-ranging history of desired [enter service/product] to offer agencies an
understanding of where your company has been and how you arrived at your current
[service/product] state of requirements. Where possible, omit all current negative service
levels to protect the organization from predatory bidding and to ensure strong partnering
and continuity of supply with the incumbent agency.
Background Sample
Over the past five years [Company Name] has operated in a non-consolidated state with
regard to creative agencies. Projects are either handled in an ad-hoc manner or pursuant
to the specific product or service’s leadership. [enter Company name] is looking to move
away from this type of approach to a more consolidated state among creative agencies.
4) Service Requirements:
Service Requirements Insight [delete italics and replace with your information]
Provide a list of requirements agencies can turn to for an easy go-to list to ensure all
components are considered when submitting bids.
Service Requirements Sample
a) Account management
b) Global project lead
c) Media director
d) Market research analyst
e) All [services/product] (work with stakeholders and SMEs here)
f) Personnel
g) Tactical day-to-day
h) Strategic approach and execution
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i) Timelines
j) Technologies
k) Software
[enter Company name] will require significant strategic and operational brand
development utilizing current information to augment new strategies. Creating an
immediate value proposition for [enter product/service] will be the most pressing
immediate deliverable.
Strong strategic capabilities to support [product/service] teams through a global lens will
be key to mutual success.
Best-in-class creative solutions and capabilities with demonstrable solutions for [enter
Company name] will be vital and a delineating factor in this RFP. Experience with
[product/service] across different medias will also be a differentiating factor.
Please share prior learnings of your agency engaging in creative marketing services for
[product/service]. What were the lessons learned and how cam [enter Company name]
work to mitigate similar risk?
Ensure a complete and comprehensive staffing plan is included in your proposal – this
should take the form of all team members’ rough resumes and experience.
Please provide and end-to-end timeline in conjunction with the required timelines as set
[below] in the RFP
Proposed budget for this project will fall in the range of $3M-$4.5M depending on agency
solution, design, and forecasted impact.
5) Current/Future Resources Structure:
Resource Structure Insight [delete italics and replace with your information]
Provide a list of current resources as well as future resource requirements to provide
agencies with information regarding personal involved with the product or service.
a) Current services personnel
b) Leadership
c) Project managers
d) Supporting personnel
e) IT infrastructure
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f) Facilities infrastructure
Resource Structure Sample
Please see the list below for all [agency’s] existing resources supporting [enter
service/product] as well as future planned resource allocation.
a) Art Director: 1 FTE
b) Graphic Designer: .5 FTE
c) Account Representative: .25 FTE
d) Traffic Manager: 1 FTE
e) Market Research Manager: 1 FTE
f) Digital Creative Team: 5 FTE
g) Media Relations: 2 FTE
h) Production Associated: 3 FTE
6) Countries of Operation:
Countries of Operations Insight [delete italics and replace with your information]
Provide a list of countries and employee counts for each to provide the agency insight into
your agency’s applicable geographic footprint.
Countries of Operations Sample
Countries of Operation (Number of Employees)
Bangladesh (45)
France (230)
Japan (50)
Russia (15)
Brazil (167)
Germany (50)
Mexico (65)
Thailand (55)
China (55)
India (325)
Nigeria (30)
Turkey (30)
Egypt (37)
Indonesia (75)
Pakistan (40)
UK (125)
Ethiopia (21)
Italy (51)
Philippines (300)
US (3,250)
7) SLAs, KPIs, Metrics:
SLA, KPI, and Metrics Insight [delete italics and replace with your information]
Communicate required SLAs and metrics in the RFP as applicable to accurately for scope
and the products relevant to this RFP. An option here is to add high-performance or
incentive targets which are incremental service offerings above what stakeholders have
required. Ensure costs are understood to reach standard SLAs as well as high-performance
targets to gauge cost ratios to service deliveries. If unknown, ask the agencies to provide
recommended SLAs.
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SLA, KPI, and Metrics Sample
SLAs may be proposed by your company or left open for the suppliers to provide within the
RFP.
Please see the SLAs and metrics which will be used to govern this program. These metrics
have been reviewed and approved by all stakeholders.
SLA
Measure Definition
Service Default
Incentive
At Risk
Fees/Incentives
1
Marketing Qualified
Leads
4,000
2%
2%
2
Sales Qualified Leads
7,500
1%
1%
3
New Customers
1,500
3%
3%
4
Sales Opportunities
10,000
2%
2%
5
Monthly Revenue from
Marketing Leads
$2,800,250
7%
7%
8) Questionnaire:
Questionnaire Insight [delete italics and replace with your information]
Deliver the most comprehensive list of questions possible for Procurement and key decision
makers to adeptly understand the agencies, their approach, and service deliveries in a side-
by-side model which promotes specificity, organization, and decision making in the RFP
bid analysis process.
Questionnaire sample:
Agency
Information:
1. Please describe your organization and management structure,
particularly with respect to your creative service offerings. Please
include primary locations and key contacts who will be supporting
[enter Company name].
2. How does your company provide an operational competitive
advantage over your competitors?
3. Describe any significant relationships your company can offer
regionally with reference to the scope of this RFP.
4. Is your company currently or expecting to be involved in any
mergers or acquisitions which will have any impact creative
services offering?
5. Is your company categorized as a small or diverse business?
6. How does your company weigh the satisfaction of its employees to
operational results and failures? Please provide detailed examples.
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7. Please describe your global capabilities and relationships which
differentiate you from other agencies.
Creative
Marketing
Agency
Offerings:
1. Please describe the ideal creative marketing services offering model
your company can provide leading to immediate and future
mutual success. Including, but not solely limited to, external
resources, technology, business intelligence, process excellence,
subcontractors (please provide list of all applicable third-party
suppliers), etc. How does your agency’s creative services offering
differentiate your company from your competitors?
2. Please describe and define how your company trains staff for both
client delivery and required skill sets. Please differentiate hard and
soft skill capability as they pertain to creative marketing services
offerings.
3. Please provide detail into your agency’s process, methodology and
approach to providing scalable service levels [provide specific
example here].
4. How does your agency manage continuity challenges on a day-to-
day basis? What are your methodologies for forecasting and
proactively addressing disruptors?
5. How does your agency limit personal identification information
(PII) with regarding to [enter Company name] employees?
6. What are key success factors for your most mature and successful
clients for creative marketing services?
7. In detail, please describe how your company can scale
[service/product] deliverables by quantity and [Company’s]
geographic footprint.
8. Please describe how your agency stays current on market trends.
9. Is your company able to utilize [enter Company]’s directed
providers and partners?
10. With specificity, please detail how your agency utilizes technology
to optimize [service/product] offerings. What types of technology
are currently being used?
11. What benchmarking resources does your agency provide and/or
utilize?
12. How many new clients have you secured over the past twelve (12)
months? How many, if any, are in the same industry as [enter
Company]?
Account Service
Support:
1. Please describe and detail a full end-to-end implementation
process including, but not limited to, resource availability in [enter
required timeline here], an implementation timeline with samples
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from previous clients, roles, responsibilities, and expected level-of-
effort from both your agency and [enter Company name].
2. Will the IT implementation team be centrally located or local?
Please detail global limitations and opportunities (if applicable).
3. Can you guarantee go-live by xx/xx/xxxx
4. Describe a comprehensive service operation for [enter Company
name] regarding global hours of operation, call centers, dedicated
resources, language restrictions, on-shore/off-shore resources,
quality control, responsiveness to operational queries and
escalations, QBRs, and other operational account governance.
5. Please confirm your agency’s ability to support all countries as
listed in this RFP and outline any existing or potential service
constraints.
6. Please provide overview of critical SLA/KPIs where possible and
how they're utilized to drive a best-in-class program. Additionally,
please describe how your company plans to meet the SLA/KPIs
listed in the scope section of this RFP.
7. Is any portion or all program administrative responsibilities
outsourced? If so, please provide supplier(s) and detail the
management of the applicable supplier(s). Will [Company] be
notified of outsourced suppliers?
8. Though not required at this stage, if so desired by both parties in
the future, do you have resources available to administer the
program for [enter Company name]?
9. Please provide the implementation project manager(s) and their
brief resume (both in industry and with your company) who will
service our account. If selected, [enter Company name] will ask for
your company to lock-in this resource pursuant to the executed
SOW.
10. Do you have dedicated tools provided for our Program
Administrators? Provide best practices around service policies and
procedures. Please detail the system, compatible browsers, and
their reporting capabilities. Is a test environment available?
Systems,
Integrations,
and Reporting
1. Pursuant to the detailed scope of this RFP, please describe, in
depth, how your systems will interface with [enter Company name]
[enter ERP or other required systems here]. If we’re to access your
web-based portals, are you able to customize your site with [enter
company]’s logo and other specific requests?
2. Will [enter Company name] require any augmenting or new
technology to enable automation or integration?
3. Based on the information of this RFP, will customized
programming be required to accomplish any integrations?
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4. Please confirm any web-based platforms are compatible with
Chrome and IE
5. Information Security/Data Privacy – Please list all applicable
certifications
6. What type of customizations do you allow for your platform?
7. How does your company handle Production and business-level IT
support? Do you have a case management system? How are
priorities assigned?
8. How often does your company release new code into the platform?
Are release notes shared with customers prior to releases in the
event there are customer customizations?
9. Are management reports available from a secured web site?
Describe how reports can be customized by category, person,
department and other common metrics. Will your company be able
to provide a demo as well as samples of available reporting?
Technology
Support &
Disaster Relief
1. What technical support is available for your technology and
reporting packages and what hours is technical support available?
Can data be consolidated on a global scale?
2. Provide an explanation of the support structure for issue escalation
in your IT organization.
3. Will [enter Company name] be provided with a permanent test
environment? What is the testing support for clients when client
has a system change or updates (IE Oracle)? What is the testing
support for clients when client has a system change or update to
platform(s)? How much advanced notice must be provided for
dedicated IT testing support?
4. Describe your IT infrastructure.
5. If applicable, does your agency provide mobile applications?
Contract &
Pricing
1. Please see the Master Services Agreement for this engagement
[attached] and return review and edits with your RFP submission.
2. Please confirm the proposed pricing to [enter Company name] is
that which is offered to your top-tier customers.
3. Please review and fill-out the rate sheet [attached] and return with
your submission of the RFP.
4. How can [enter Company name] maximize its financial incentives
and positioning based on the known requirements of this RFP?
Risk
1. Are there any changes or modifications to the current business
model and offering which would alter delivery of [services/product]
to [enter Company name]?
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2. How do does your agency manage risks to the organization and
customer base?
3. Please provide your Dun & Bradstreet number:
4. When risks are discovered within your agency, how quickly do you
provide feedback to your customer base?
Quality
1. How does your agency measure a seamless and customer-friendly
implementation (where applicable)?
2. Once implemented/integrated, how does your agency measure a
successful customer over a three-year engagement?
3. How do you maintain excellent customer service and account
support? Please provide examples.
Innovation
1. Please outline any innovative strategies your agency has
implemented in the past three (3) years and what innovations are
in pipeline for the coming three (3) years.
2. How does your agency measure internal innovation to that of your
closest competitors?
3. Are test environments made available to [enter Company name]
prior to upgrades?
4. How does your agency integrate innovative upgrades without
impacting the customer’s current day-to-day business?
Cultural Fit
1. Based on your understanding of [enter Company name] culture
and vision; how will you company align with our core values and
people?
2. What does your ideal customer look like?
3. From a cultural and internal personnel standpoint; how is your
company cultivating itself and investing in its people? What is your
five (5) year plan?
4. Please define your company’s communication approach and
service process in detail.
5. What have been the results of your most recent employee
satisfaction/engagement surveys?
References
1. Please provide a minimum of three (3) customer references who
are of like size and scope as [enter Company name].
2. Please provide one (1) potential customer reference who engaged
your company in the RFP, however, did not award your company.
3. Please provide one (1) reference of a previous customer who has
left your company in the last twelve (12) who was procuring the
same services as [enter Company name].
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9) Pricing/Rate Sheet:
Pricing/Rate Sheet Insight [delete italics and replace with your information]
Set a specific rate sheet can be beneficial for agencies to provide bids. This is also
advantageous to the key decision makers at it provides a side-by-side costing analysis of
services. An approach to consider: eliminate a rate sheet and allow for agencies to provide
a cost structure which they believe will be a best fit for the organization. In this approach,
ensure normalization of bids is possible.
Pricing/Rate Sheet Sample
Pricing
Worksheet.xlsx
10) Timeline
Timeline Insight [delete italics and replace with your information]
Create an in-depth RFP timeline with coordination from all stakeholders (BU, IT, Legal,
etc.). This will provide significant advantages in maintaining timeliness, strong engagement
and project management.
Timeline Sample
Please review the RFP timeline (below) and contract [RFP owner] with any questions or
concerns.
Action
Date
Accountability
NDA signed and returned
xx/xx/xxxx
Agencies
RFP Document Issued
xx/xx/xxxx
Company
Intention to Participate
xx/xx/xxxx
Agencies
RFP clarification Deadline for Agency
questions received
xx/xx/xxxx
Agencies
Q&A Calls
xx/xx/xxxx
–
xx/xx/xxxx
Agencies &
Company
RFP Submission Date
xx/xx/xxxx
Agencies
Agency Pitches
–
On/Off Site
xx/xx/xxxx
Agencies &
Company
Down Selection of Shortlist Agencies
xx/xx/xxxx
Company
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Discussions with Shortlist Agencies
(potential requirement for site visits)
xx/xx/xxxx
–
xx/xx/xxxx
Agencies &
Company
Contract and Pricing Negotiation
xx/xx/xxxx
–
xx/xx/xxxx
Company
Award
xx/xx/xxxx
Agency &
Company
Planning
xx/xx/xxxx –
xx/xx/xxxx
Agency &
Company
Kick-Off Implementation
xx/xx/xxxx
Agency &
Company
Go-Live
xx/xx/xxxx
Agency &
Company
11) Terms and Conditions
Work with your Legal department on a comprehensive list of terms and conditions for RFPs
to ensure all liabilities are covered. [delete italics and replace with your information]
a) This RFP is for discussion and evaluation purposes of the contemplated transaction
only. Submission of a response to this RFP is expressly conditioned upon agency’s
agreement to the terms set forth herein. For clarity, this RFP or any response from
Partner to this RFP shall not constitute a binding agreement until agency and
Company have duly executed one or more definitive agreements. Company and the
agency shall be bound by the terms of the mutual confidentiality and non-disclosure
agreement entered between the parties.
b) Company reserves the right to accept other than the apparent lowest priced proposal
and to accept or reject any proposal in whole or in part or reject all proposals with or
without notice or reasons. Company may amend, supplement, or withdraw the RFP at
any time.
c) All answers to this proposal must be numbered as per the corresponding number of
each question and must follow the same format as this RFP.
d) Quantities stated in this RFP are for informational purposes only and shall not be
binding on Company. Such information supplied by Company is for the convenience of
the respondents only and Company makes no warranty regarding the accuracy of any
data or information provided.
e) Any costs incurred by a respondent to this RFP in connection with the preparation or
submission of a response or any other expenses attendant thereto are the sole
responsibility of that respondent and neither Company nor any of its business units,
affiliates or subsidiaries has any obligation, under any circumstances, to reimburse or
otherwise compensate the respondent for expenses so incurred.
f) Respondent shall not issue or cause the issuance of any press release or other publication of
the existence of this RFP without the prior consent of Company.
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g) Respondent shall not publish photographs or articles, make speeches about, or
publicize the existence or scope of any agreement resulting from this RFP without first
obtaining prior written consent from Company.
h) The preparation of a response to this RFP shall serve as evidence of the respondent’s
acceptance of the terms contained herein.
i) If a respondent should decline to offer a proposal, all materials and information
received pursuant to this RFP shall be promptly returned to Company and any copies
made thereof shall be immediately destroyed.
j) This RFP, all information contained herein, and all Company specifications and
samples provided herewith shall be considered Company confidential information and
subject to the mutual confidential disclosure agreement by and between respondent
and Company.
k) All suppliers receiving such documents shall use them solely for responding to this RFP.
l) The information contained or referred to in the RFP is not to be used, disclosed or
released for any other use or purpose and must be returned to Company or destroyed
when requested.
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III. Supporting RFP Materials
A) Supplier List
Enter agencies in the tracker (below). Organizing agencies and their profiles will assist with
communications as well as on-going negotiations throughout the RFP.
Agency
Agency
Contact
Contact
Phone
Contact Email
NDA
Signed
Current
Agency
Current
Agency
Spend
BUs
Supported
Agency
Risk
1
John
Doe
(xxx)
xxx-
xxxx
@Agency.com
Y/N
Y/N
$0.00
Marketing,
HR, etc.
Low,
Med.,
High
2
3
B) RFP Assessment
Partner with all key decision makers to determine scoring criteria and associated weights.
Aggregate scoring from all stakeholders and present the findings. This will provide talking
points, maintain engagement and generate an award output for the agency who scores the
highest which will greatly assist in the decision-making process. The worksheet (below) is
preconfigured for an assessment.
Supplier
Assessment Worksheet .xlsx
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IV. About Blackline Group
Blackline has been helping companies overcome critical procurement issues for more than a
decade. In that time, we’ve helped some of the world’s largest companies transform more than
$100 billion in total spend.
Blackline’s agile approach aligns with customer’s desire for easy to consume improvements. The
results speak for themselves; our clients are consistently awarded top industry honors for setting
the bar in Procurement.
Mike Browning
Principal
Blackline Group, Inc.
mbrowning@blacklinegroup.com
(206) 866-9810
