Should You Say Yes to That RFP? How Smart Agencies Decide

There’s a particular kind of agency fatigue that comes from chasing a pitch you never really believed in, but still bent your weekend to deliver.

It’s the kind where 60 hours go into a deck for a client you’ve never spoken to, and the response is… silence.

You wonder: Was that worth it?

If you're building an agency to scale with clarity rather than chaos, it’s time to rethink how, and if, you respond to RFPs.

Why Most RFPs Are Energy Traps

Most RFPs don’t reward great work, but rather great packaging.

They often prioritize polish (rather than true partnership), mask unclear goals with detailed and tedious requests, and come from teams that aren’t operationally ready to hire. And perhaps most critically, they rarely offer the transparency agencies need to scope and deliver well. They ask you to price a project without the strategy call, align to goals that haven’t been stated, and commit to outcomes without knowing who’s making the call.

Reframing the RFP: It's a Filter, Not a Finish Line

Most agencies treat RFPs like a race to win. But smart agencies treat them like a filter.

An RFP isn’t an opportunity to chase. It’s an alignment check.

When your business is structured to operate like an asset, your team’s time is far better spent vetting than jumping right into pitching. Why? Saying yes to the wrong fit doesn’t just cost hours; it also drains margins, morale, and a leader’s ability to lead.

The 5 Clarity Filters™

Before you respond to any RFP, run it through these five filters.
This isn’t about being picky. It’s about being strategic with time, team, and energy. If even one filter throws up friction, it’s a cue to pause, clarify, or walk away.

1. Relationship Filter

Are you a known presence or just a name in their inbox?

In RFPs, warmth matters. If they’ve seen your work, been referred to you, or had a conversation with you first, you are likely entering into the process with trust and context already built.

If this is the first time they’re hearing your name, the chances of securing a partnership are low. Not because you’re not capable, but because cold RFPs rarely convert to healthy, high-trust partnerships.

Green Flags:

• You were invited directly, not found via a form.
  
• Someone on their team has worked with or referred you.
  
• There’s been prior contact, connection, or mutual visibility.
  
  

Red Flags:

• The RFP came out of nowhere.
  
• You’re one of 10+ agencies pulled from a list.
  
• No stakeholder has previously interacted with your firm.
  
  

2. Value Filter

Is this an invitation to be a partner or a request to perform?

There’s a massive difference between clients who want thinking versus clients who want tasking.

If the RFP is written like a vending machine of deliverables with no interest in your point of view, the company is not looking for a strategic partner. They’re looking for a pair of hands.

Green Flags:

• You’re asked to weigh in on goals or approach.
  
• There’s space for discovery before deliverables.
  
• Your insight is clearly valued, not just your execution.
  
  

Red Flags:

• It's scoped like a checklist with no room for dialogue.
  
• There’s no mention of collaboration, context, or planning.
  
• The tone is “get it done,” not “let’s build something together.”
  
  

3. Transparency Filter

Are they willing to share their budget, goals, and dealbreakers?

Clarity is a prerequisite for partnership. If a company is asking for proposals without sharing the budget or is using phrases like “flexible range,”  you’re building blind.

When clients aren’t transparent from the start, it often signals fear, politics, or a lack of internal alignment.

Green Flags:

• Budget, goals, and constraints are clearly outlined.
  
• Decision-makers are named and accessible.
  
• They’ve asked for your input, not just your number.
  
  

Red Flags:

• “We’re open on budget” or “We’ll decide once we see your ideas.”
  
• No mention of what success looks like.
  
• No clear contact person to answer real questions.
  
  

4. Timing Filter

Is this proactive planning or a fire drill in disguise?

Urgency without clarity is chaos.

If the deadlines are tight, vague, or constantly shifting, you’re walking into a pressure cooker with no room to lead. Strategic projects have runways, not just reaction time.

Green Flags:

• There’s a realistic timeline for review and decision-making.
  
• They’re planning ahead, as opposed to panicking at the last minute.
  
• You’re given time to ask questions and scope properly.
  
  

Red Flags:

• They need to “start next week” but haven’t spoken with you yet.
  
• Kickoff date is not mentioned, or it’s already passed.
  
• Key deliverables are undefined, but the deadline is rigid.
  
  

5. Fit Filter

Would you pursue this client even without the RFP?

Strip away the opportunity. Take the pitch off the table. Now ask: would you want to work with this team based on what you know?

If your gut says no, or you wouldn’t seek them out otherwise, then don’t go out of your way to win their business now.

Green Flags:

• The client fits your ideal profile or is one degree away.
  
• The work aligns with your vision, values, and positioning.
  
• You’d be excited to feature them in your portfolio or client list.
  
  

Red Flags:

• You’re only pursuing this because it was presented.
  
• You wouldn’t reach out to them if the RFP didn’t exist.
  
• You’re compromising your own standards just to “land it.”

The 3-Part Decision Framework

If the RFP passes through the five filters, move it through this final lens before assigning tasks.

1. Clarity

• Do we understand their budget, goals, and decision process?
  
• Are the stakeholders involved, or is this happening behind a curtain?
  
• Can we get on a call before committing?
  
  

If yes → proceed.
If no → ask for clarity or walk.

2. Contribution

• Are we being asked to guide and shape, or just check boxes?
  
• Will we be in conversation, or just another attachment in the inbox?
  

If we’re positioned to lead → move forward.
If not → protect your energy.

3. Compounding Value

Does this opportunity build value in at least one of these areas?

• Financial: Does it offer a clear scope, strong margins, and repeat potential?
  
• Energetic: Is the project fulfilling and creatively engaging?
  
• Reputational: Does it strengthen your position or portfolio?
  
• Expansive: Does this potential partnership open the door to a new vertical, market, or ICP?
  

If it doesn’t offer clarity, contribution, and one layer of compounding value, it’s not a “hell yes.”

Want a better way to scope?
We created a free ChatGPT prompt to help you write scopes that protect your time and win work that fits.

[Download the Scope Clarity Prompt Here]

Knowing how and when to respond to RFPs will save your team time and unnecessary stress. And, maybe most importantly, will reserve your capacity for opportunities that have the potential to evolve into long-term strategic partnerships. 

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