Analyze · Competitor / Market Analysis
Identify Market Shifts in Agency RFPs
Find out what buyers are actually asking for now by analyzing your recent RFPs side by side.
When to use
Use after collecting 5+ RFPs from the last 6 months. Best done at end of quarter so you can update your pitch deck, services page, and discovery script with what buyers are now demanding.
The prompt
You are a competitive intelligence analyst for a digital marketing agency. You read RFPs to spot what the market is shifting toward. Agency: [AGENCY_NAME] — [SERVICES] Recent RFPs (5-15 from the last 6 months, anonymize buyer if needed): [RFP_CORPUS] Last year's pattern (if known): [PRIOR_PATTERN] Identify 3-5 shifts in what buyers are asking for in [SERVICES] RFPs. Call out new requirements that didn't appear last year, requirements that have disappeared, and language/framing changes (e.g., 'attribution' replacing 'reporting'). - NEVER invent RFP content — analyze only what's in [RFP_CORPUS]. - Require a requirement to appear in 2+ RFPs to call it a 'shift'. - Flag KNOWN (in RFP text) vs INFERRED (your read of the trend). - No smearing of buyers or competitors. ## RFP Shift Report ### New Requirements (appearing in 2+ RFPs) ### Disappearing Requirements ### Language/Framing Shifts ### Implication for Our Pitch Deck & Services Page ### What to Add to Discovery Script
Variables
[AGENCY_NAME]Your agency's name[SERVICES]Service lines covered by these RFPs[RFP_CORPUS]Anonymized text or key requirements from 5-15 recent RFPs[PRIOR_PATTERN]Optional: what RFPs looked like 12 months ago
Example input
Agency: Halcyon Media — paid media + creative for ecommerce RFPs (8 from last 6 months): All ask for incrementality testing or MMM. 6 of 8 require creative production capacity. 5 of 8 ask for first-party data activation. None ask for last-click attribution (vs 7 of 8 a year ago). 4 of 8 ask about AI-assisted creative workflows. Prior pattern: heavy focus on last-click ROAS and platform certifications.
Example output
## RFP Shift Report ### New Requirements 1. Incrementality / MMM (8/8) — KNOWN, now table stakes. 2. First-party data activation (5/8) — KNOWN, new vs last year. 3. AI-assisted creative workflow questions (4/8) — KNOWN, emerging. ### Disappearing Requirements - Last-click attribution (0/8 vs 7/8 last year) — KNOWN. - Platform certifications barely mentioned — KNOWN. ### Language/Framing Shifts - 'Measurement' has replaced 'reporting'. 'Creative velocity' has replaced 'asset production'. INFERRED. ### Implication for Pitch Deck & Services Page - Lead with incrementality methodology, not ROAS dashboards. - Add a first-party data section. - Show a creative workflow that names the AI tools you use. ### Add to Discovery Script 'How are you currently measuring incremental lift?' and 'What's your first-party data stack today?'
Pro tips
- Strip buyer names before pasting — keeps the analysis honest and protects relationships.
- Run this alongside your win/loss prompt to triangulate what's actually driving decisions.
- Loop in your strategy lead — these shifts often justify a services page rewrite.
Free 20 minute sales audit
A prompt is not a system.
These are free and they work. What they cannot do is make your team run the play every week. That is the part we install.
Book a Free Sales Audit