What is the difference between an RFP and a proposal?

An RFP is the client's request inviting bids; the proposal is the agency's response setting out its approach and price.

Should agencies respond to every RFP?

No - qualify hard. RFPs are time-consuming and competitive, so respond only where you are a strong fit with a real chance to win.

How do you win an RFP?

Answer the stated criteria precisely, lead with relevant proof, and where possible build a relationship before the RFP rather than meeting cold.

Glossary

Request for proposal (RFP)

sales & growthUpdated October 2026 · reviewed by the Forge team

also known as RFP

A formal document a prospective client issues inviting agencies to bid for a project, setting out requirements, scope and selection criteria.

For example, a company issues an RFP for a website rebuild, asking three shortlisted agencies to propose an approach, timeline and price by a deadline. The agency responds with a tailored proposal aimed squarely at the stated criteria.

Why it matters to your firm: RFPs can mean larger, well-defined deals, but they are competitive and time-consuming, so they are worth qualifying hard. Winning them rewards sharp positioning, relevant case studies, and a proposal that answers the brief rather than reciting capabilities.

How to respond to an RFP

Qualify hard - is it worth pursuing?
Answer the stated criteria precisely
Lead with relevant proof
Tailor the approach to their problem
Present clear, well-structured pricing
Hit the deadline and format exactly

Request for proposal (RFP)

How to respond to an RFP

Frequently asked questions

Related terms

Glossary

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