RFP template for ABM platform vendors

Build a smarter vendor selection process with this proven RFP workbook for evaluating account-based marketing platforms.

Choosing the right ABM platform can be overwhelming — but your RFP doesn’t have to be. This request-for-proposal (RFP) template from the Account-Based Marketing Leadership Alliance (ABMLA) gives you a structured set of key questions to ask prospective vendors, so you can compare solutions confidently and efficiently.

What’s inside
This workbook helps you surface and evaluate critical capabilities across vendors, including:

• Security & privacy requirements
• Customer success and support frameworks
• Core platform foundations
• Predictive modeling criteria
• Behavioral and intent data considerations
• Sales insights and alerts
• Advertising & web personalization tools
• Orchestration, automation, and integrations
• Analytics & measurement questions
• Vendor strategy and vision

An effective RFP ensures you ask the right questions up front — helping you find an ABM platform that meets your business goals, aligns with your tech stack, and supports your team as you scale.