Is There Really an RFP Resurgence and Should Sales Engineers Care?

In a recent Coffee with Sales Engineers podcast, host Sachin Wadhawan spoke with Ben Hills (CEO of Iris, an RFP automation platform) about the state of RFPs. One striking anecdote Ben shared was that a multi-billion-dollar company went from 0% of its revenue coming via RFPs to 98% in just three years. That kind of jump grabs headlines, but it raises a bigger question: are RFPs broadly making a comeback in sales cycles, and what does that mean for Sales Engineers?

RFP Resurgence in Numbers (2019–2024)

RFPs’ share of company revenue dipped during the pandemic (2020–2021) and then rebounded to over one-third by 2024, indicating a resurgence.

Our research into industry data from 2019–2024 confirms that RFPs have indeed regained ground after a pandemic-era dip. In 2019, roughly 41% of B2B sales revenue was tied to RFP-driven deals. By 2020–2021, that influence dropped to about 33% – likely due to disrupted budgets and less formal buying processes during COVID. However, the trend reversed as markets adjusted. RFP-driven revenue bounced back to ~39% in 2022, nearly the pre-pandemic level, and held close at 38% in 2023. Even in 2024, it remained about 37%. In other words, for the past five years, RFPs have consistently influenced over one-third of sales revenue. This resurgence suggests that the role of RFPs in enterprise sales cycles is not fading – if anything, it’s stabilizing at a significant level. For SEs, that means RFPs are still very much in play and worth our attention.

Why RFPs Are Resurging

What’s driving the RFP comeback? A mix of shifting buyer behavior, internal controls, and evolving tools:

• Smarter, stricter buyers: After years of quick tech buying, many orgs are now facing renewals. Buyers know what they want and are using RFPs to compare options and demand specific outcomes.
• Procurement goes mainstream: More industries are adopting formal buying processes, even for first-time tech purchases. What used to be informal is now policy, RFPs are becoming the default.
• Cost and risk pressure: In a tight economy, no one wants to make the wrong choice. A structured RFP can prevent expensive missteps and justify decisions to finance and leadership.
• Easier to launch: Templates, forums, and AI make RFPs less painful to create. What once required consultants can now be done in-house with fewer resources.
• Mandated checks and balances: Many companies now require competitive bids, even for renewals. RFPs aren’t just for net-new deals. They’re increasingly baked into internal compliance.

In short, RFPs are no longer a niche process: they’re a normalized, even expected, part of modern B2B buying.

How Sales Engineers Can Adapt

RFPs aren’t going away, so SEs need to evolve how they approach them. Here’s how to stay sharp without burning out:

• Rethink the mindset. Instead of treating RFPs as a chore, view them as a blueprint for what matters to your buyer. Their priorities are spelled out: use that as fuel to tailor demos and messaging.
• Stay engaged. Don’t fully delegate RFPs. Even if others draft responses, you should review them early. Knowing the details helps you connect the dots in follow-ups and demos.
• Maintain your content. Keep your RFP answer bank fresh. Outdated responses slow you down and undermine credibility. Assign ownership and make updates part of your routine.
• Use AI and automation wisely. Let tools handle boilerplate and formatting, but don’t rely on them blindly. Use the time saved to polish and personalize your pitch.
• Loop in your team. Bring in product experts early and give execs visibility on major RFPs. Treat responses as a team effort, not back-office busywork.

Done right, RFPs can showcase your value and position SEs as strategic drivers, not checkbox fillers.

Conclusion

So, is there an RFP resurgence? The data says yes. RFPs never vanished; they’ve just regained their place as a key part of B2B sales.

For SEs, the goal isn’t to resist but to adapt. As Sachin Wadhawan said, “RFPs can be a great, great thing… for buyers, for vendors, for SEs” when done right.

Handled well, RFPs reveal what buyers truly care about. That’s not a burden, it’s a strategic edge. Lean in, modernize your approach, and RFPs might just help you win more and sell smarter.

Sources: The data cited is drawn from industry surveys and reports, including Loopio’s annual RFP Trends & Benchmarks reports [1]. [2] and analysis by the CDP Institute [3].[4], as discussed above. The podcast insights come from Coffee With Sales Engineers episode featuring Sachin Wadhawan and Ben Hills.