Understand client’s current marketing database environment, its strengths and shortcomings. If desired, prepare a brief critique which: Indicates how well current capabilities meet needs. Identifies major shortcomings and opportunities. Provides rationales to support (or refute) an enhanced functionality to be housed at an  external resource.

Identify and define client’s information needs and applications along with such capabilities as data enhancements from overlays or other sources, and data access, reporting, selection, analysis and query tools.

	Develop a Request For Proposal (RFP) which thoroughly defines needs to prospective vendors and provides an equitable basis for comparing replies. Key RFP elements include: A conceptual view of the elements and functionality of the desired marketing database   including a detailed list of recommended data elements and system capabilities. Background on the quantity and quality of data to be input and of any desired new internal  or external components. Specific bid requirements including a framework to estimate costs.
	Identify vendors with appropriate skill sets and level of interest to whom to circulate the RFP.
	Evaluate responses using quantitative and qualitative tools. Identify 1-3 finalists.

Approach

Prepare lists of questions about current databases, sources of information, system goals, support systems and improvements needed or desired Circulate questions to systems, marketing, senior management and other appropriate contacts in advance of meetings scheduled to review these issues. Documents detailing existing databases, overlays, transaction layouts and other potential input sources are to be provided prior to meeting.

Meet individually or in small groups to obtain and probe answers and seek additional information. Sessions will include walk-throughs of existing record layouts, capabilities and systems, discussion of marketing and applications issues, future business directions and current and prospective data volumes. Clients are asked to designate someone to identify participants, distribute questionnaires and schedule meetings. The typical interview process lasts from 2 days to a week or more.

Using the information collected, together with our knowledge of direct marketing databases and tools, draft a report which critiques the current database, identifies and prioritizes needed improvements (i.e. what must we have and what would be nice to have), and recommends a go-forward development solution and rationale for same. Review this with client before proceeding to draft an RFP.

After obtaining client agreement on overall direction and need, draft the RFP relying on input from staff reviews augmented by our experience. Some individual follow-up may be required at this time. RFPs are typically detailed. They are intended not only to point towards the right vendor, but also to provide a "leg-up" during implementation since much of the fact finding vendors require will have been completed and documented. Drafts of the RFP are reviewed and approved by the client before being sent to potential vendors.

Final documentation can include copies of file layouts as well as response templates including cost comparisons tailored to client needs. These tools are designed to make it easier for vendors to respond and, more importantly, to ensure quicker, fairer response comparison and evaluation. Without such tools it is almost impossible to compare bids since each vendor normally provides a unique set of answers and assumptions. Knowing how to prepare and interpret responses is a major process benefit.

	Simultaneous with RFP development, we would select firms to receive an RFP. Selections are based on our overall knowledge of the marketplace and the outcome of screening calls to affirm vendor interest and likely "fit". Client considerations are also factored in.
	Finalists are recommended based on a combination of qualitative and quantitative "scoring" and weighting of replies. A report including recommendations and rationales is prepared and reviewed with the client before proceeding.

Phase 2 - Finalize Vendor Selection

Objectives/Deliverables

Whether there is one or several finalists, in this stage we:

Undertake a structured vendor site visit to confirm facts in the vendor’s proposal, to make sure they are able to perform as expected, and to ensure good "chemistry" between key client and vendor contacts.

Help negotiate a final contract. This typically involves both pricing and such terms and conditions as timing and guarantees. It has been our experience that once there is a good fit, pricing and contract terms are negotiable. A major benefit of the RFP process is that we obtain the "ammunition" needed to reduce uncompetitive portions of the finalist vendor’s bid. These savings, which can otherwise be hard to identify, typically recoup all or more than our project management fees.

Approach

	Finalist site visits follow sending a meeting agenda intended to give the client control over the visit.  Agendas are customized to address vendor-specific unresolved issues or problems with each proposal. Site visits are scheduled to last a full work day.
	Final negotiations would normally involve a series of calls between the client, vendor and RW Consulting. This can be a simple process with few issues or a more complex round of discussions if sides are far apart. Client legal staff need to approve all final agreements.

Phase 3 - Implementation

Objectives/Deliverables

This phase involves as much or as little involvement as the client desires. We are available to work with the client and vendor team to move the project ahead on time and with a minimum of problems. The vendor team will normally take the lead. We can help by ironing out problems or by acting as a staff extension if client resources are tight.

Approach

Typically, we participate in the kick-off meeting which is at the client site. We help ensure that conversion gets off to the right start, interpret requirements unclear to the vendor and follow-up as needed.

Experience

RW Consulting personnel have helped many organizations meet marketing database specification and implementation needs. Firms for whom they have performed such work include Microsoft, PetSmart Direct, Reiman Publishing and Delmarva Power whose needs were especially complex, and others like Warner Bros. and Skrudland Photo where requirements were more basic.

Timing & Fees

Upon getting the go-ahead, Phase 1 can normally be completed in 3 to 4 months. Key time determinants are the number of client personnel who must be interviewed, the complexity of the job, and the speed with which interviews can be arranged. Vendors must be given at least three and preferably four weeks to reply. Evaluating proposals takes 3-4 weeks depending on their number and complexity. The second phase can be completed in less than a month while final conversion is rarely done in less than 90 days. It can take as long as six months in complex situations or where client support is inadequate.

Costs for RFP development range wildly.  Fees for the first phase of a relatively simple assignment can be as low as $20,000 but are more typically $30,000 to $50,000.  Unusually complex projects can result in fees of $50,000 to $75,000.  Phase 2 work can normally be completed for $8,000 to $20,000.  In all cases out-of-pocket travel and other expenses are billed, in addition, at cost.  A firm estimate for each phase is presented as soon as we have a good understanding of project scope.

Call or e-mail to receive sample discussion guide and RFPs.

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