Play visual

Watch the 5 moves build, then make move 1 below today.

GTMcraft Plays · The RFP Play

You answer RFPs a rival shaped and lose on price; score win or walk before you write a word.

Is this you?

Answer yes or no for your last 5 RFPs.

• You answered at least 4 of them, including ones that arrived with no prior contact.
• You could not name who shaped the criteria before you started writing.
• You lost at least 2 on price or on a requirement only one rival meets.

2 or more yes: run this play.

Your one move today

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Score every open RFP win or walk before anyone writes an answer.

Move: list every open RFP and mark each one shaped or cold, championed or blind. Walk every cold, blind one out loud.

Input: your CRM list of open RFPs and the last email thread on each.

Time: 30 minutes.

Done when: every open RFP carries a win or walk label and a one-line reason.

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Why now: RFP volume is up and AI makes everyone's answers fast, so judgment on which to answer is the only edge left.

The metric this moves

Leading signal you see first: the share of cold, blind RFPs you walk before writing, moving from none to most.

Koen's Operator Take

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My rule: never answer the form as written. Read who wrote it first.

We nearly lost a 450K deal to a competitor who got there first. The criteria were written for someone else.

What flipped it was not a better answer. It was team selling and a hard read of who shaped the document.

The mistake I see most is answering every RFP that arrives. It feels like progress. It is column fodder.

Our 24% plus win rate in mid-market comes from process over people. Not heroics, orchestration.

AI reads the whole document in minutes and flags the incumbent's fingerprints. You own the reframe and the room.

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The play in 5 steps