RFP Dependence: The 9PM Dilemma
Nobody in agency life loves the RFP process. The BD lead knows it’s a grind. The CFO knows the margins compress the moment a 3rd competitor enters the bid. The delivery team knows they’ll lose people to pitch prep for weeks.
Yet RFPs account for 30–40% of agency revenue.¹ You can’t afford to ignore them. And you can’t afford to let them become your primary growth strategy either.
There are ways to stay out of the RFP trap. Let me explain.
Pipeline Health is a Leadership Metric
The playbook that scaled your agency in the first place could be the same one that’s quietly stalling it.
Agencies don’t get to the $50M revenue plateau without being great at sales, differentiating, and winning in the marketplace, earning a reputation for innovation, and developing a stable of well-satisfied clients. That engine works, and success (like failure) is a teacher.