Template · Updated July 2026

CRM RFP Template

Most CRM RFPs ask feature-presence questions every modern CRM answers "yes" to. This template is structured to surface real differences: by asking vendors to show, not tell.

The 5 RFP question categories

1. Show, don't tell (live-demo questions)

• "In your demo, build a 5-step nurture sequence with branching logic for behavior X."
• "Show me what happens when a deal sits in Stage 3 for 7 days with no activity."
• "Demo the mobile UI on iOS or Android: log a call, update a deal, send an email."

2. Pricing reality (real-all-in)

• "For our use case (X contacts, Y emails/mo, Z SMS/mo), what's the monthly total?"
• "What happens to pricing at our 18-month renewal?"
• "What add-ons would we typically need to buy in year 2?"
• "What's your typical implementation cost for a company our size?"

3. Integration reality

• "Show me the actual setup for connecting Stripe (or [your tool]): not the docs."
• "What integrations have you LOST in the last 18 months?"
• "What's your API rate limit at our tier? And how do you communicate when limits change?"

4. Reference fit

• "Give me 3 customer references in our vertical AND in our size range."
• "What's the most common reason customers in our segment churn?"
• "Show me one customer who LEFT for a competitor in our segment: what did the competitor offer that you didn't?"

5. Exit terms

• "If we leave at month 13, what's the data export process?"
• "Cancellation terms in writing."
• "Annual lock vs monthly: pricing difference and what we lose by going monthly."

RFP anti-patterns (don't do these)

• Generic feature checklists, every CRM answers yes; doesn't differentiate.
• 200-question RFPs: vendors batch-answer with marketing copy; you learn nothing.
• Asking only the sales rep: get the solutions engineer involved for technical questions.
• Scoring tactical questions equal to strategic ones: weight strategic fit higher.

What to read next

• CRM buying guide
• CRM evaluation checklist
• CRM contract traps

Frequently asked