How to set up a request for proposal (RFP) to select a CRM or marketing automation tool?

Are you about to launch a request for proposal for a new CRM or marketing automation tool? The methodology you use is key to making the right choice, at the right cost, and within the right timeframe.

With over 25 years of expertise in supporting brands with CRM, we offer the following guide to help you ask the right questions and structure a successful RFP.

First things first: why launch a CRM RFP?

Before choosing a tool and/or agency, you need to define your objectives. Why are you looking to launch a CRM RFP? What triggered this decision? What specific use cases do you want to implement?

Here are some common examples:

Create and send personalised campaigns via email, SMS, push notifications, RCS, or WhatsApp
Set up simple automated scenarios (welcome cycle, abandoned cart, birthdays, etc.) or complex ones (journeys linked to loyalty programs, churn, product recommendations, etc.)
Track campaign performance in real time
Centralise first-party data from customers and prospects to better activate it
Enable your teams to be autonomous while maintaining control over mailings
Secure the system and workflows
How can AI help me be more efficient and save time?

🎯 Objective: clearly define your priority use cases. This will help guide your selection criteria and define the must-have features of your future tool.

1. How to build a provisional budget?

A CRM project involves several types of costs:

Software licenses: depending on the number of users and the features activated
Setup and integration of your data: implementation, migration, hosting, connectors, training, etc.
Operating costs: daily management, upgrades, support, shipping costs – depending on the model chosen, self-service or managed service

💡 Tip: Anticipating all types of costs (connectors, data migration, change management, variable costs, updates if not included in the initial contract, etc.) will enable you to choose the Marketing Automation tool that best suits your needs.

2. How to choose the right solution?

A good CRM tool is one that meets your needs (use case) and suits your organisation (who will use it in your company).

Here are the main selection criteria identified:

Ergonomics (interface, UX/UI, team autonomy): it is best to request a demonstration of the tool
Relevance of features (content creation, journey management, segmentation, scoring, AI, reporting)
Integration capabilities (with your existing technical stack, e-commerce tools, etc.)
Scalability (data volumes, internationalisation)
Training on the tool dedicated to campaign managers and CRM tech experts available
Support (quality, responsiveness, long-term maintenance)
Security and compliance (GDPR, ISO 27001, DORA, HDS certification in case of health data, etc.)

📋 To include in your RFP: inventory of existing resources (database size, average campaign volume, existing IT tools), your technical requirements, your priority features, your operational organisation, your use cases, and your regulatory constraints.

3. What are the must-haves/nice-to-haves?

Must-haves (points to include in the RFP)

Multi-channel management (email, SMS, push notifications, RCS, WhatsApp)
Easy creation of emails and landing pages: drag & drop (vs. HTML integration), content library, AI-powered assistance
Automated lifecycles (journeys)
Dynamic segmentation
GDPR compliance
Hosting in Europe
Compliance with email accessibility standards

Nice-to-have (depending on your objectives) :

Native AI features in the tool
Easy integration of scores, models, or algorithms developed in-house by Data Science teams
Ability to manage campaigns offline
Integration with BI tools
Targeting without SQL expertise
Advanced, fully autonomous rights management

🤝 Request solid references and specific examples in the RFP.

4. Which internal teams should be involved in designing the RFP?

A successful CRM tender involves several departments:

Marketing (project manager, scenario definition)
E-business/e-commerce
IT (connection to systems, security)
Data/BI (data structuring)
Customer service/sales teams (field feedback, activation)

🧠 A successful RFP is co-developed with stakeholders from the outset of the project.

5. Technical and legislative standards: what are the essentials?

Certain sectors (healthcare, finance, public sector) require specific standards:

ISO 27001
HDS (Health Data Host) certification
Hosting within the European Union
Digital Operational Resilience in the Financial Sector Regulation (DORA)

Regardless of the sector, European legal standards must be applied:

RGPD
European Accessibility Act (EAA)
Email accessibility (RGAA)

⚙️ Mention in the RFP the mandatory certifications, the type of hosting expected (cloud, on-premise, location, etc.), and the security rules to be followed.

6. What schedule should be planned?

Based on experience, here are the steps and timeframes to expect:

Scoping and drafting the RFP: 1 to 3 months
Consultation and presentations: 1 to 2 months
Selection, contracting, and kick-off: 1 month
Deployment: 3 to 6 months, depending on complexity

🗓️ Total: allow between 6 and 12 months between the expression of need and production, depending on expectations.

In conclusion: our beliefs—what makes a good CRM tool?

Customer-centric

✅ An omni-channel, customer-centric approach

✅ Generation of directly actionable customer insights

✅ Use of AI to ensure message relevance

Data-First

✅ A tool that measures the impact of campaigns

✅ Easy-ot-use testing and experimentation features

✅ A platform that interfaces simply and seamlessly with other technical solutions

✅ Well-structured data for intelligent activations

Educational and responsible

✅ An intuitive tool that is easy to use on a daily-basis, created for marketing teams

✅ A platform that adapts to the maturity level of teams

✅ Measurement and decision-making features to implement more sober, effective, and accessible activations

If you would like to learn more about our Marketing Automation solution, you can request a demo here or contact us.