B2B MARKETING AGENCY RFP TEMPLATE
Carbon | explorecarbon.com
Edit this brief to reflect your business. Suggested structure, not mandatory procurement terms.

1. THE BUSINESS
Company and website:
What we do and whom we serve:
What has changed / why this assignment exists:

2. THE PROBLEM
Business objective:
Priority audience / buying situation:
Current constraint:
Evidence we can share:
What we know and what needs investigating:

3. THE WORK
Required workstreams and deliverables:
What is out of scope:
Existing brand, content, systems and assets:
Internal team contributions:
Technical / procurement requirements:
Dependencies and approvals:

4. SUCCESS
Business outcomes we want to influence:
Leading measures we can observe:
Current baselines and available data:
Who owns measurement:

5. PRACTICAL DETAILS
Budget or approved planning range (if available):
Target milestones and timing constraints:
Proposal due date:
Questions contact and process:
Decision-makers and evaluation process:
Expected decision date:

6. WHAT WE WANT FROM YOUR RESPONSE
Your understanding of the problem:
Recommended approach and what you would investigate first:
Relevant work (challenge, your role, result, limitations):
Working team and responsibilities:
How you would collaborate with our team:
Deliverables, timing, dependencies and assumptions:
Fees, expenses, media, production and tools identified clearly:
Exclusions and handling of scope changes:
Measurement approach:
Questions or risks we have not addressed:

7. COMPARISON RUBRIC
Agree weights before review; leave blank until your team decides.
Business understanding: weight ___ evidence ___ score ___
Relevant experience: weight ___ evidence ___ score ___
Working team: weight ___ evidence ___ score ___
Approach and collaboration: weight ___ evidence ___ score ___
Measurement: weight ___ evidence ___ score ___
Scope and commercial clarity: weight ___ evidence ___ score ___
Open questions / follow-up:

Use one consistent scale. Record the reason for each score; do not treat an unsupported total as the decision.