GTM Playbook: How to win (or walk) RFPs in 2025

The RFP Trap: Why most teams waste time and how to flip the game

Jun 26, 2025

TL;DR

Most sales teams see an RFP and jump in.
Top teams qualify out—and still win.

If you're navigating complex B2B sales in 2025, here's what this playbook gives you:

✅ How to disqualify 70% of RFPs with confidence
✅ How to shape buying criteria before the RFP ever hits
✅ How to re-enter and win even after saying "no"
✅ 7 tactical plays, each with execution checklists
✅ A full GTM scorecard to evaluate your RFP motion

👉 Access the full RFP GTM Playbook here ↓

When “No” Leads to a Win

Last quarter, we walked away from a $200K+ RFP.
Weeks later, we closed it—sole vendor, multi-year deal.

Here’s what happened:

The RFP was rigid. A long list of requirements we hadn’t shaped.
We opted out.
Not because we couldn’t deliver—because it wasn’t our game to win.

Then came the unexpected call:
“Why won’t you participate?”

That opened the real conversation.

We mapped must-haves vs. fluff.
Got to what mattered.
And earned the buyer’s trust by not just playing along.

Outcome?
We became the only vendor to reach contracting.

The Harsh Truth: Most RFPs Are Rigged

If you didn’t shape the RFP, it’s often too late.
If you’re not allowed discovery, you’re a line item.
And if there’s no champion, it’s a waste of cycles.

But most teams respond anyway—chasing logos, burning SE hours, and losing deals they never had a shot at.

7 RFP Strategies Used by Top GTM Teams to Win (or Walk)

1. Use The Cold RFP Filter
Say no fast if you weren’t involved early.
Test for discovery access.
If no champion, no go.
Use a go/no-go checklist to stay disciplined.

2. Pre-Shape the RFP With a POV
Share a visual POV before the RFP hits.
Anchor your value in the buyer’s thinking.
Embed your differentiators into future scoring criteria.

3. Test the Champion Before You Commit
Send a win plan draft and ask for feedback.
Request exec access and stakeholder intros.
Validate if they can influence scoring or not.

4. Trap Set the Demo & Q&A
Design your demo to trigger contrast.
Seed questions that expose competitor weaknesses.
Confirm your demo slot lets you land last or with leverage.

5. Bypass the RFP Entirely
Frame the RFP as delay, not diligence.
Share urgency POVs tied to strategic goals.
Position bypass as risk mitigation, not shortcut.

6. Escalate When Procurement Blocks You
Go up when blocked—not around.
Reach execs with tailored impact POVs.
Reset the deal from a strategic lens.

7. Deploy a Visual Win Plan
Build the plan with your champion, not alone.
Map milestones, decision dates, and responsibilities.
Use it weekly to flag deal risk and keep mutual momentum.

Each tactic includes:
✅ Why it matters
✅ 7 execution steps
✅ What good looks like
✅ Common mistakes to avoid

[Read the Full 7-Strategy Breakdown ↓]