GTM Playbook for Winning RFIs & RFPs

A Strategic Framework for Founders & Revenue Leaders to Drive High-Impact RFP Engagement

Key Challenge

For B2B startups and scaleups, responding to RFPs (Request for Proposals) can be a high-risk, resource-intensive process. Many early-stage companies waste weeks crafting detailed responses only to find out:

• The customer already had a preferred vendor before the RFP was issued.
• The RFP criteria were written in favor of a competitor.
• The effort diverted resources from winnable deals.

For a startup with limited bandwidth, pursuing every RFP is a losing strategy. The real challenge is knowing which RFPs to engage in and how to position your company for a high win rate.

Key Solution

The most effective revenue leaders don’t just respond to RFPs—they influence them before they exist.

• If you can’t shape the RFP, your chances of winning are low.
• If you don’t differentiate, you’ll be compared on price.
• If you can’t assess RFP quality, you’ll burn resources on low-probability deals.

This playbook outlines a practical, scalable framework that enables startup CEOs, founders, and revenue leaders to focus only on winnable RFPs while ensuring that their company is positioned as the preferred vendor.

Key Learning

• Engagement before RFP release is the biggest predictor of success. If you weren’t involved early, you’re already at a disadvantage.
• Not every RFP is worth pursuing. A structured qualification process is essential to avoid wasted time.