Request For Partner: Finding Your Perfect Match

Unlock the potential of true partnerships with your RFP or agency selection process 

Partnerships in business matter! And the best ones can redefine what’s possible. Some business relationships are purely transactional, but others thrive on a deeper collaboration.

Take the 2012 partnership between Red Bull, the global energy drink synonymous with extreme sports, and GoPro, an action camera company known for capturing high-adrenaline moments. That year they teamed up for Austrian skydiver and daredevil Felix Baumgartner’s record-breaking space jump — a free-fall from 24 miles above Earth.

Equipped with a GoPro, Felix broke the sound barrier while millions watched live. The event streamed on 77 TV channels and online, becoming one of YouTube’s most-watched livestreams, with 35 million views to date.

This collaboration wasn’t just a stunt — it was a bold, strategic partnership driven by a shared ethos, “inspiring people to live a bigger life”.

Strategic partnerships like this spark innovation and growth. In fact, a Harvard Business Review study found that 94% of business leaders see partnerships as “crucial for growth”.

In meetings and events, managing agencies as partners, not just suppliers, can turn simple transactions into transformative collaborations. So, adopting a “Request for Partner” mindset can open the door to innovation, mutual growth, and long-term success.

Finding your perfect partner 

Look for these key traits to ensure your agency can deliver the results you need and help you achieve your goals:

• Trusted advisor 
  A partner who guides you with honest advice and can offer solutions to complex issues, not just take orders.
• Expertise in their field 
  They bring industry knowledge, staying ahead of trends to deliver fresh ideas and innovative strategies.
• Responsiveness 
  A great partner communicates quickly and can adapt to changes.
• Transparency 
  Openness about cost, processes and timelines builds trust and ensures there are no surprises.
• Pushes you forward 
  The right partner challenges your thinking. Encouraging you to embrace new ideas, take calculated risk and achieve better results.

Why it’s time to rethink RFPs  

In meetings and events, partnerships don’t just happen, they’re built. Unfortunately, traditional RFP processes often hinder that. A study by consultancy firm Festive Road found:  

• Only 10% of buyers consider the long-form RFP an effective way to find the right partner. 
• 88% want more input from agency specialists, not just sales teams.
• 74% want insights into an agency’s company culture and values.

Going out to RFP can be time-consuming and costly. In some cases cost and resource time for complex projects can reach $600k. Add to that the growing pains of switching agencies or outsourcing, such as the loss of institutional knowledge and onboarding time. The downsides can outweigh the benefits. A reason a thoughtful and strategic approach is necessary. 

When done right, RFPs or a detailed selection & alignment process can provide value, such as: 

• Fresh ideas from outside perspectives. 
• Opportunities to redesign programs and scale service. 
• Meet leadership and procurement requirements while balancing business needs.

Whether you’re rebidding or renewing, ensure your process improves partnerships and doesn’t just tick boxes.

Mastering the RFP process

1. Get stakeholders on board early

One of the biggest hurdles in a global RFP process is getting everyone aligned from the start. Too often, local markets or regions haven’t bought into the global RFP strategy or are resistant, creating a cycle of “sell, then re-sell” that slows everything down. Avoid this by involving stakeholders early and align on goals, gather insights, and address concerns up front.

2. Get your scope right

Clear, well-defined data is critical to scope. When everyone is bidding from the same understanding, it levels the playing field and ensures fair comparisons. Be transparent in supplier Q&A sessions to help agencies craft thoughtful, accurate responses. This not only makes their job easier but also saves your team time when reviewing proposals.

3. Focus on what matters in your RFP

Keep your RFP focused and purposeful. Start with a Request for Information (RFI) if needed to quickly filter out agencies that don’t meet your capabilities or requirements. When it’s time for the RFP, ask only the questions that matter most in identifying the right partner. Skip the fluff like welcome letters. Instead, provide a clear, concise scope document with all critical details, including deadlines, data, and expectations. This approach respects everyone’s time and ensures you get meaningful, actionable responses.

4. Shortlist and evaluate like a pro

Shortlisting saves the company significant time. Be selective in who you invite to best & final presentation. These meetings require attendance and deliberation from numerous stakeholders and their time is valuable. Give the final bidders a clear agenda and time to properly prepare, to make the most of your time together.

5. Build a strong partnership 

Once you’ve chosen a partner notify them and kindly let others know where they fell short. Kick things off with a meeting to align on goals, roles, and timelines. This sets the stage for a smooth partnership. 

Building lasting relationships 

Partnerships can spark creativity, build collaboration and achieve shared goals. Aligning agencies as partners in your business transforms RFPs from routine transactions into opportunities for growth and innovation.

The next time you’re thinking about evaluating your program, don’t just enter a traditional RFP exercise. Open up for collaboration, information and advice ahead of formalizing a process. Then narrow down your ideas and invest in a process where you drive a strategic and long-lasting return on your investment.

Ready to transform your RFP process? Contact us at [email protected]

Want to make sure you stay up to date with all our blog content in 2025?

Sign up to our newsletter The Point.

Originally published January 02, 2025 07:00:00 AM