Case Study: Aftersales Marketing Agency RFP

A major OEM’s after-sales marketing programs are extensive and intricate. As their contract with the incumbent marketing and CRM agency neared its end, the company required strategic and managerial support for the vendor selection process, specifically in authoring the Request for Proposal (RFP) documents, establishing fair evaluation criteria and impartially performing vendor assessments.

PRES Innovation engaged with the OEM’s Aftersales, Information Systems, Purchasing, and other key stakeholders to understand their overarching strategic objectives. We assessed the incumbent agency's performance and the current program structure to inform a vendor selection approach aimed at program improvement. Organizational constraints and OEM-dealer dynamics were carefully considered, and current practices were benchmarked against industry and domain best practices. We proposed a strategic approach focused on safeguarding the OEM’s long-term interests while maximizing marketing performance and efficiency.

To ensure future flexibility and minimize vendor lock-in, requirements were carefully crafted. We identified and researched vendors with the necessary capabilities and experience, expanding the candidate pool beyond traditional full-service agencies to include specialized vendors for specific program components like software platforms and websites. This broadened competition and fostered potential strategic partnerships. A detailed RFP document was authored, outlining all aspects of the current program to enable accurate vendor quotes and encourage proposals of alternative, potentially superior solutions. Collaborative development of evaluation criteria and scoresheets with internal stakeholders was undertaken. PRES Innovation actively participated in reviewing vendor proposals, scoring presentations, and provided strategic recommendations throughout the selection process.

The OEM received high-quality proposals from six vendors and vendor partnerships. Ultimately, the incumbent vendor retained the business by committing to most of the improvements sought during the process, all without any increase in cost. This outcome ensured program continuity while securing enhanced services and maintaining budgetary control.