There's an art to making a request for proposal that attracts the right marketing software vendor, writes Katie Burke. Try starting at the end, with the quantifiable marketing goal you wish to achieve, whether it be more traffic, sales-ready leads or customers. Express the challenges clearly in the RFP, and don't be afraid to go beyond yes/no questions. Look closely at your own team before crafting an RFP, knowing that the people you have in place have to make the partnership work.
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