Your RFQ Culture Is Broken, Here's How to Fix It
If your firm keeps falling short on RFQs, you’re not alone. A lot of architecture, engineering, and construction (A/E/C) firms are stuck in the same cycle. But here’s the hard truth most leaders don’t want to hear: the problem usually isn’t your marketing team. It’s your culture.
Too many firms treat RFQs like administrative noise, something to push down the chain and check off the list. That mindset doesn’t just hurt your win rate; it chips away at trust, morale, and the quality of your proposals.
Ready for better results? Then it’s time to fix your RFQ culture. Let’s start with the symptoms.
Symptom 1: RFQs Are Treated Like “Admin Work”
When RFQs are seen as tedious paperwork instead of strategic opportunities, the quality of your responses suffers. These aren’t just forms. They’re your firm’s shot at proving you understand the client, the project, and the value you bring.
If leadership shrugs off the process, the rest of the team will, too.
The fix: Reframe RFQs as a core business development tool. Leadership should set the tone, define strategy, review content, and reinforce that this work matters.
Symptom 2: Marketing Gets the Blame
Didn’t make the shortlist? It’s tempting to point fingers at marketing. But let’s be honest, marketers don’t lose RFQs. Firms do.
A strong response depends on:
Real client insight from relationship-builders
Technical expertise from project managers and SMEs
Active collaboration across departments
Without that input, marketing is left assembling a story with missing pieces.
The fix: Share the load. Marketing can lead the process, but winning takes a full-team effort from leadership, PMs, and technical staff.
Symptom 3: Disengaged Leaders Create Burnout
When leadership steps back, the pressure lands squarely on the marketing team. That imbalance leads to rushed proposals, high stress, and eventually burnout and turnover.
And every time a marketer walks out the door, your firm loses their skills, their training, and their hard-earned institutional knowledge.
The fix: Get involved. Attend kickoff meetings. Help shape the strategy. Ask tough questions. Your presence shows the team that their work matters.
Symptom 4: Missed Opportunities Become Business as Usual
An RFQ isn’t just another deadline. It’s often your first shot at winning a client’s trust and long-term business. When you under-resource the process, you’re not just losing a proposal. You’re losing revenue, future opportunities, and your competitive edge.
The fix: Treat every RFQ like the high-stakes opportunity it is. Budget for it. Staff it. Plan for it. Your investment should reflect the potential reward.
The Path Forward
A broken RFQ culture won’t fix itself, but it can be rebuilt. Here’s where to start:
Recognize RFQs as strategic growth tools.
Lead from the top. Culture change starts with leadership.
Invest time, talent, and budget in your pursuit efforts.
Make accountability a firm-wide standard. Winning work isn’t marketing’s job alone.
Bottom Line
If your firm is tired of losing RFQs, the answer isn’t “better proposals.” It’s better culture.
Firms that create a collaborative, respectful, all-hands-on-deck approach to pursuits don’t just win more. They build stronger teams and protect their market position in the process.
Your RFQ culture might be broken, but the fix is well within reach. And the future of your firm depends on it.
