1. Marketing Automation System RFPPurposeThe purpose of this tool is to help you design a marketing automation system Request forProposal (RFP). An RFP is a formal invitation to request vendor proposals that meet specificbusiness requirements and purchasing criteria. Vendors interested in pursuing theopportunity will respond with their approach to delivering on your requirements, provide adetailed project plan & budget, and relevant customer references. An RFP is useful forexpediting the contracting process.How to Use this TemplateComplete the following sections with your marketing automation project team. Cut & pastethis information into a document that reflects your corporate image, and deliver your RFP to ashort-list of potential vendors for review and proposal submission. The ‘Scope of Work &Business Requirements’ section contains a very comprehensive list of potentialrequirements. Be sure to cut out requirements you don’t need, and add any that areparticular to your organization.Title Page [Insert Company Name or Logo] Marketing Automation System Request for Proposal [Insert Date]
2. Table of Contents Page1. Company Information 5 1.1 Corporate Overview 1.2 Technology Environment2. Statement of Work 5 2.1 Project Purpose 2.2 Project Scope 2.3 Project Schedule3. Proposal Submission Procedure 6 3.1 Vendor RFP Reception 3.2 Good Faith Statement 3.3 Communication & Proposal Submission Guidelines 3.4 Evaluation Criteria 3.5 Short-list Selection4. Scope of Work & Business Requirements 8 4.1 General and Technical Requirements 4.2 Marketing Automation Requirements 4.3 Sales Requirements5. Vendor Information 106. Estimated Budget & Resources Required 11
3. 1. Company Information1.1 Corporate OverviewProvide a description of your organization including company size, locations, number ofsystem users, current marketing automation capabilities & systems, stakeholders, systemexpansion plans, and business goals your are looking to achieve.1.2 Technology EnvironmentProvide a detailed description of your technology environment including: LAN diagram,telephony system, server operating system, desktop operating system, programminglanguages, web-architecture, applications, etc.2. Statement of Work2.1 PurposeThe purpose of this Request for Proposal (RFP) process is to invite vendors to submit theirproposal to provide a marketing automation system. This document contains the business &system requirements necessary for a successful marketing automation systemimplementation for our organization.2.2 ScopeProvide a description of each department that will be using the marketing automation system.Additionally, document what is in scope for this project and explicitly state what is not inscope. If you are planning on a phased approach, provide a summary of what each phasewill look like from your perspective.2.3 Project ScheduleThis schedule is based on our current timelines, but is subject to change. Project Milestones Deadline
4. RFP Delivered to Vendors June 1, 2012 Technical Question Period Ends July 15, 2012 RFP Close Date July 31, 2012 Conduct Vendor Evaluations September 1, 2012 Award Contract to Vendor September 30, 20123. Proposal Submission Procedure3.1 Vendor RFP ReceptionBy responding to this RFP, the vendor agrees to be responsible for fully understanding therequirements or other details of the RFP, and will ask any questions to ensure suchunderstanding is gained. [Insert your company name] retains the right to disqualify vendorswho do not demonstrate a clear understanding of our needs. Furthermore, the right todisqualify a vendor extends past the contract award period and [insert your company name]will be at no fault, cost, or liability.3.2 Good Faith StatementAll information provided by [insert your company name] is offered in good faith. Specificitems are subject to change at anytime based on business circumstances. [Insert yourcompany name] does not guarantee that any particular item is without error. [Insert yourcompany name] will not be held responsible or liable for use of this information or for anyclaims asserted therefrom.3.3 Communication & Proposal Submission GuidelinesCommunications shall not be effective, unless a specified procurement executive who isresponsible for managing the RFP process formally confirms these communications in writing.In no case shall verbal communication govern over written communications.Please submit your proposal by [insert RFP Close Date]Please send questions related to this RFP, and vendor proposals to: [Insert your company name] [Insert department name] [Insert mailing address]
5. Attention: [Insert contact name & title] [Insert phone/email/fax contact information]3.4 Evaluation CriteriaAll proposals will be evaluated systematically, based on the following key criterion. Thepurpose of this section is to identify suppliers with the interest, capabilities, and financialstability to supply a marketing automation system, as defined in the Scope of Work.Following is a prioritized list of our key evaluation criteria: 1. Insert Criteria 2. Insert Criteria 3. Insert Criteria 4. Insert Criteria 5. Insert Criteria3.5 Short- list SelectionVendors who have demonstrated their capacity to meet our needs will be contacted viaphone and/or mail to be notified of their selection to move forward in the RFP process.Vendors, who have not been selected, will not be contacted.4. Scope of Work & Business RequirementsThis section will provide a categorized list of business & system requirements, with anassociated description for each requirement. These requirements will provide the foundationfor vendor presentations, discussions, and negotiations.4.1 General and Technical Requirements • Secure Web Access for Remote Users – system can be accessed online. • Easy & Intuitive User Interface – system must be user-friendly. • No I/T Staff required – system can be implemented, customized, and maintained by sales & marketing staff only.
6. • Microsoft Integration – Microsoft Excel files can be imported/exported, and a plug-in for Microsoft Outlook provides integration for email tracking. • CRM System Integration – bi-directional integrate with CRM systems. • Email/Web Analytics & Paid System Integration – ability to integrate with existing email and web analytics systems and paid-search ad services. • Marketing Campaign ROI Analysis – system can track and measure return on investment for all marketing channels including: search engine marketing, cold- calling, tradeshows, direct mail, pay-per-click online advertising, email marketing campaigns, and other channels. • Closed- Loop Reporting – sales can be traced back to original lead source. • Daily Visitor Activity Reports – email notification of prospect activities. • Lead Management – inactive leads can be pulled back from CRM system to be added to lead nurturing programs and assigned when ready for follow-up.4.2 Marketing Automation Requirements • Email Marketing – robust, intuitive WYSIWYG HTML editor; dynamic insertion of variables (prospect name) and tracked URLs; import lists of contacts from CSV files; list management & de-duplication features; email campaign scheduling and delivery automation (newsletters); drip campaigns can be built and automated based on business rules to nurture leads. • Web Analytics – individual user behavior tracking (page views, email opens, downloads, form completions, etc); identification of unregistered users based on WHOIS database lookup; tracks entry/exit pages and referral source; identifies search terms (paid & organic) used to find website; provides reports on most recent web visitors; visitors can be sorted by company & geography. • Marketing Automation – automation rules can be customized; automatic routing of prospects based on lead-assignment rules; auto-responder emails sent upon form conversion and downloads; leads are scored based on explicit profile criteria (title, industry, location, etc) and implicit user activities (recentness, page views, downloads, opportunity creation in CRM, etc); prospects can be added to drip email campaigns and/or lead nurturing programs based on behaviors (form
7. completion, page views, downloads). • Landing Pages & Forms – landing pages and personal URLs (PURL) can be created and customized from within marketing automation system; forms can be customized with required and non-required fields; free/invalid email address (gmail, hotmail, yahoo, etc) can be blocked; form handlers can extract data submitted from existing web forms; site search queries can be extracted and added to user activity history; captures prospect data from incomplete forms.4.3 Sales Requirements • Prospect Activity Alerts – automatic email notifications based on prospect buying signals such as recent website visits, form completions, specific page views, document downloads, email forwards, or other behaviors. • User Activity Viewing – ability to view user activities within CRM system. • Activity History – complete prospect activity history is documented. • Prospect Sorting – prospects can be sorted based on lead score, recent online activity, geographic location, company name, or other criteria. • Lead Qualification – only leads that reach a specified score are assigned. • Re- Assignment – leads can be easily re-assigned to a new sales person. • Profiling – prospects can be quickly added/removed from lead nurturing programs by updating their profile (technical buyer vs. business executive). Lead scoring rules can be built based on profile to automate lead scoring. • Last Activity – sales users can quickly identify interested prospects based on their last activity. • Do Not Call/Unsubscribe – sales users can add prospects to Do Not Contact lists.5. Vendor InformationVendors must submit the following information to be considered: • Corporate Overview – legal name; year of incorporation; number of employees; income statement if available.
8. • Products & Services – description of all products & services supplied. • Markets Served – description of geographic/industry markets served. • Partners – list of technology partners, and implementation partners (in regional area), and roles in ecosystem.6. Estimated Budget & Resources RequiredAll vendors must provide a breakdown of costs related to the implementation of theirmarketing automation system. Costs include, but are not limited to, hardware, softwarelicensing, middle-ware, training, consulting services, integrations, data migration,documentation, etc. Vendor must agree to keep the quoted pricing in their proposals for aminimum of 90 days after proposal submission.Additionally, vendors must provide options for deployment models, such as hosted, client-server, or other model.Finally, all proposals must include a project schedule & work breakdown structure, whichidentifies timelines, key milestones, project phases, or other project plan information.