Why would you lose your next California marketing RFP?

We've written before about the growing backlog of marketing and communications procurements across California. Eventually, that backlog is going to start moving. And, when it does, firms that have used this slower period to prepare will likely be in a very different position than those starting from scratch when the RFP hits the street.

It's also one of the topics we'll dig into when we bring the California marketing community together in Los Angeles on October 21. More on that below.

So, what can you be doing now?

One of my favorite exercises to workshop with a team before a major pursuit requires nothing more than a whiteboard.

Draw a straight line down the middle. 

On the left: Why would we win? On the right: Why would we lose? Then start filling it in.

 The left side usually comes quickly: incumbent experience, strong creative, customer relationships, relevant past performance, a great team.

The right side is usually where the more valuable conversation happens.

Maybe you're the incumbent and the client is looking for something new. Maybe a competitor has stronger category experience. Maybe your team has a capability gap. Maybe your past performance isn't as relevant as you think it is. Maybe you don't actually know the customer as well as another bidder does.

Then ask the most important question:

Which of the things on the right can we still do something about?

A teaming gap can potentially be filled. A past-performance weakness might change who you put forward. Limited customer intelligence tells you where capture needs to focus. A vulnerability around innovation may tell you what needs to be developed or demonstrated before the RFP ever comes out.

The goal isn't to create the longest list on the "win" side. It's to be candid enough about the "lose" side that you still have time to change it.

That's particularly relevant in California right now.

The slower procurement environment has been frustrating, but it has also created something valuable: time.

When the backlog begins to break loose, agencies could quickly go from waiting for opportunities to managing several pursuits at once. Competitive assessment, teaming, customer intelligence, identifying gaps, sharpening positioning—the more of that you can address now, the less you're trying to solve once the clock is already ticking.

And that's a good segue to October 21...

We're now about a month away from our free event in Los Angeles.

With a new administration coming in 2027 and a significant pipeline of procurements still ahead, we'll share what we're seeing across the market, where change and disruption could occur, and what firms doing—or interested in doing—business with the state should be watching.

Wednesday, October 21
Program: approximately 3:00–6:00 PM

Attendance is complimentary, but space is limited. We're curating the attendee list to create a valuable mix of industry leaders and perspectives rather than simply filling the room on a first-come, first-served basis.

If you'd like to join us, please submit a brief request to attend: [REQUEST TO ATTEND]

Hope to see you in Los Angeles.