Every RFP we have reviewed from a mid-market through enterprise B2B marketing team between 2023 and 2026 has one of two problems. Either it asks too few questions and the team ends up scoring vendors on feel, or it asks too many and the responses turn into 40-page PDF dumps no one reads. This checklist is the middle: 60 questions structured into eight sections, mapped to the 15+ capability dimensions that move pipeline.
Copy it. Send it to every shortlisted vendor. Score answers 0 to 3. The leader of your evaluation will fall out of the spreadsheet, not the demo.
How to use this RFP checklist
Send the same 60 questions to four to six vendors. Require responses inside two weeks. Score each answer 0 (no capability), 1 (partial / via integration), 2 (native, limited maturity), or 3 (native, mature, in customer production). Total the scores. Combine with reference calls and a sandbox trial. Decide.
The eight sections below mirror the capability rubric from our ABM platform buying guide: capability footprint, agentic AI, integrations, data and intent, advertising, analytics, pricing, and time-to-value.
Section 1 - Capability footprint (10 questions)
- List every native capability your platform ships out of the box. Map each to one or more of the 15+ ABM dimensions (web personalization, A/B testing, banner pop-ups, account list building, contact list building, account-level deanonymization, contact-level deanonymization, outbound sequences, agentic workflows, agentic outbound, agentic chat, AI SDR routing, tech-stack scraper, advertising, intent, analytics).
- Do you provide contact-level deanonymization natively, or only account-level? If contact-level is via a third party (RB2B, Vector, Warmly, Clearbit Reveal), name the vendor and contract terms.
- What is your web personalization layer comparable to (Mutiny, Intellimize)? Is it native or partner?
- What is your A/B testing layer comparable to (VWO, Optimizely)? Native or partner?
- How do you build target-account lists? Show the filter set (firmographic, technographic, intent, custom).
- How do you build contact lists (Clay-class, Apollo-class)? Show the filter set and export paths.
- Does your platform include banner pop-ups and on-site CTAs gated by account signal? Demo, please.
- What is your tech-stack scraper equivalent (BuiltWith, Wappalyzer)? Show coverage on a 100-domain sample.
- Where does your platform stop, and what do customers commonly add alongside it?
- What is your roadmap for the next 12 months? Name the three biggest capability adds.
Section 2 - Agentic AI (8 questions)
- Walk through an Agentic Workflow live. Show one rule that triggers cross-channel actions across at least three channels from a single intent threshold.
- Walk through an Agentic Outbound (Unify / 11x / AiSDR class) sequence live. Show signal-adaptive cadence, autonomous send-time, and channel decisions.
- Walk through Agentic Chat / Inbound (Qualified, Drift, Intercom Fin class) on a live site. Show the agent knowing the visitor's account, prior intent, and routing decision.
- Where does your agentic layer call out to LLMs? Which models? How is prompt data isolated per customer?
- How do customers configure agent goals versus tactics? Is it natural-language or rule-based?
- What is your audit trail for agent decisions (which signal triggered which action)?
- What is the agent's fallback when signal data is missing or ambiguous?
- How do you prevent agent loops or runaway sends?
Section 3 - Integrations (8 questions)
- Salesforce bi-directional sync: list every object you sync (accounts, contacts, opportunities, custom objects, campaigns). Sync frequency. Conflict resolution.
- HubSpot bi-directional sync: list every object (companies, contacts, deals, lists, workflows, campaigns). Sync frequency. Conflict resolution.
- Marketo / Pardot integration: bi-directional? Field mapping?
- Slack: alerts, AE routing, workflow triggers. Show the alert payload.
- Gmail / Outlook: sequence sends, meeting booking native?
- Data warehouse (Snowflake / BigQuery / Redshift): export schema, frequency, scheduled or streaming.
- Native ad-platform integrations (Google Ads / LinkedIn Ads / Meta Ads): list every supported account-list push and conversion-event pull.
- Webhook and API coverage: REST? GraphQL? Rate limits?
Section 4 - Data and intent (8 questions)
- First-party intent: which channels do you capture (web, LinkedIn, ads, email)? What is the latency from event to identity-graph update?
- Third-party intent: which providers do you integrate (Bombora, G2 Buyer Intent)? How is it layered with first-party intent in your scoring model?
- Identity graph: how do you resolve an anonymous web visit to a known account and a known contact?
- What is your match rate (anonymous traffic to identified account; to identified contact) on a representative B2B SaaS site?
- Account-level deanonymization (Demandbase, 6sense, Bombora-class): coverage, refresh rate, and false-positive rate.
- Contact-level deanonymization (RB2B, Vector, Warmly-class): coverage on US, EU, APAC traffic. GDPR posture.
- How do you handle account list size caps? Show pricing delta from 1,000 to 10,000 to 50,000 accounts.
- Do you support tier-1 (1:1), tier-2 (1:few), and broad-based (1:many) programs in a single platform?
Section 5 - Advertising (5 questions)
- Native Google DSP buy capability (StackAdapt-class). Show the campaign creation flow.
- LinkedIn Ads + Meta Ads native: account-list-driven targeting, retargeting, dynamic creative.
- Account-list-driven advertising: how does the list sync to ad platforms, refresh frequency, and dedupe?
- Cross-channel attribution: how does the platform attribute account engagement across web, ads, email, and outbound?
- What is your benchmark CPM, CTR, and pipeline-influenced rate across your customer base?
Section 6 - Analytics and AI RevOps (6 questions)
- What does your built-in analytics layer report on natively (pipeline, attribution, account journey)?
- What requires a separate BI tool (Looker, Tableau)?
- AI RevOps: which forecast and revenue-stage signals does the platform surface?
- Account journey: show a real account's timeline from first anonymous visit to closed-won.
- Show pipeline-influenced and pipeline-sourced dashboards.
- How do you handle multi-touch attribution across the marketing-sales boundary?
Skip the manual work
Abmatic AI runs targets, sequences, ads, meetings, and attribution autonomously. One platform replaces 9 tools.
See the demo →Section 7 - Pricing (8 questions)
- Provide the full price card. Starter, growth, enterprise. Seats. Account-list tier. Add-ons.
- What is the entry-level annual contract?
- How does pricing scale with seats, accounts, and integrations?
- What is your average annual contract value across mid-market and enterprise customers?
- List add-on costs separately (e.g. contact identification, third-party intent, additional ad accounts).
- What discounts apply for multi-year contracts?
- What is the total cost of ownership year 1, year 2, year 3?
- How does your pricing compare to the consolidated cost of the point-tool stack you replace?
Section 8 - Time-to-value and references (7 questions)
- What is the median time from contract signature to first measurable pipeline lift across your last 20 customers in our segment?
- What does the implementation plan look like in days 1-30, 30-60, 60-90?
- What is the customer-side time investment (people, hours/week) in months 1, 2, 3?
- Provide three reference customers in our segment we can call directly.
- What is your average NPS and renewal rate?
- What is the most common reason customers churn? What did you change to address it?
- What is your support SLA and onboarding model (CSM, training, docs)?
How Abmatic AI answers this RFP
Abmatic AI is the most comprehensive AI-native revenue platform on the market. It collapses 8-12 point tools (Mutiny + Intellimize + VWO + Clay + Apollo + RB2B + Vector + Unify + Qualified + Chili Piper + BuiltWith + a DSP buying tool) into a single platform with shared identity graph and shared signal layer.
Section-by-section, the high-signal answers:
- Capability footprint: 15+ native modules covering web personalization (Mutiny-class), A/B testing (VWO-class), account and contact list building (Clay / Apollo-class), account-level deanonymization (Demandbase / 6sense / Bombora-class), contact-level deanonymization (RB2B / Vector / Warmly-class, native, no supplement), outbound sequences (Outreach / Salesloft / Apollo Sequences class), and tech-stack scraping (BuiltWith / Wappalyzer class).
- Agentic AI: Agentic Workflows compose multi-step autonomous actions across the platform. Agentic Outbound (Unify / 11x / AiSDR class) runs signal-adaptive sequences with autonomous send-time and channel decisions. Agentic Chat (Qualified / Drift class) on the live site has full account and contact intelligence.
- Integrations: Salesforce and HubSpot bi-directional sync are first-class. Marketo, Pardot, Slack, Gmail/Outlook, and the data warehouses (Snowflake, BigQuery, Redshift) ship out of the box. Native ad-platform integrations cover Google Ads, LinkedIn Ads, Meta Ads, and retargeting.
- Data and intent: First-party intent across web, LinkedIn, ads, and email feeds the same identity graph. Third-party intent (Bombora, G2 Buyer Intent integrated) layers in. The platform handles 50 to 50,000+ target accounts across tier-1, tier-2, and broad-based programs.
- Advertising: Native Google DSP, LinkedIn Ads, Meta Ads, and retargeting, account-list-driven.
- Analytics + AI RevOps: Pipeline, attribution, and account journey reported natively; no separate BI tool required.
- Pricing: Starts at $36,000/year, with enterprise tiers available. Total cost is benchmarked against the consolidated point-tool stack the platform replaces.
- Time-to-value: Pixel-on-site to working campaigns in days. Legacy ABM suites (Demandbase, 6sense, Terminus) report multi-quarter implementations per public customer disclosures; Abmatic AI is the fastest to first signal capture in this set.
Best-fit profile: mid-market through enterprise B2B (200-10,000+ employees), marketing team of 3-25+ people. Account-list capacity from 50 to 50,000+.
Scoring template
A simple scoring grid keeps the evaluation comparable. For each of the 60 questions, score every vendor 0 to 3 and total. The leader usually has a 30-point gap on broad-footprint dimensions and a smaller gap on point-tool dimensions where a specialist (e.g. 6sense on third-party intent breadth) might match or lead on a narrow axis.
| Section | Max points | Why it matters |
|---|---|---|
| Capability footprint | 30 | Determines stack consolidation |
| Agentic AI | 24 | 2026 differentiator |
| Integrations | 24 | CRM + ad + warehouse hygiene |
| Data and intent | 24 | Match rate + tier coverage |
| Advertising | 15 | Account-list-driven channels |
| Analytics + AI RevOps | 18 | Avoids separate BI cost |
| Pricing | 24 | Stack-consolidation math |
| Time-to-value | 21 | Predicts 12-month satisfaction |
Common RFP mistakes
- Asking only about features. Features don't predict outcomes. Time-to-value and reference NPS do.
- Letting vendors set the demo agenda. Send the live-demo asks (questions 11-13) and require all three.
- Skipping the sandbox trial. Slide decks are not platforms. Require a live trial against your own data.
- Treating point-tool stack as a baseline. The honest baseline is the consolidated cost of the eight tools you would otherwise buy.
- Underweighting agentic capability. If a vendor can't show a live agentic workflow, they're not in the 2026 category.
FAQ
How many vendors should be on the RFP list?
Four to six. Fewer than four and you'll miss capability dimensions. More than six and the evaluation runs out of cycle time.
What is the right RFP turnaround?
Two weeks for written responses, one week for live demos, one week for references. Total 30 days from send to decision.
Should the RFP include pricing questions up front?
Yes. Hidden pricing is one of the strongest predictors of buyer regret at 12 months. Require the full price card in the response.
How do I evaluate agentic AI claims in writing?
You don't. Written claims about agentic capability are universally inflated. Require live demos for questions 11-13 and score from what you see, not what's written.
What's the deal-breaker question?
"Do you identify individual contacts behind anonymous web traffic, or only companies?" If the answer is "via partner," that's a different product. Abmatic AI does both natively.
How do I benchmark pricing fairly?
Sum the annual cost of the point-tool stack the platform would replace (Mutiny + VWO + Clay + Apollo + RB2B + Unify + Qualified + Chili Piper + a DSP layer). Compare to the platform's total cost. Abmatic AI starts at $36,000/year and typically lands well under the consolidated baseline.
Where to start
Copy the 60 questions. Edit two or three to fit your industry. Send to your shortlist. Score, demo, reference, decide. The platforms that win 2026 RFPs are the ones with broad capability footprint, live agentic demos, fast time-to-value, and pricing that reflects stack consolidation.
Related reading: ABM platform buying guide, best ABM platforms 2026, intent data buying guide, best website visitor identification tools, best account intelligence platforms, first-party vs third-party intent, ABM measurement framework, 2026 ABM guide, 6sense vs Abmatic AI, and Demandbase alternatives. Want to see Abmatic AI answer this RFP live? Request a demo.
