FICTIONAL COMPLETED EXAMPLE
No real company, client or proposal is represented.

B2B LEAD GENERATION AGENCY BRIEF
Prepared from your entries. Confirm open requirements with each provider.

WHAT WE SELL
ERP software connecting finance and stock reporting.

WHO WE WANT TO REACH
CFOs and finance leaders at wholesale distributors.

TARGET MARKET
United States and Canada; English-speaking campaigns.

WORK TO INCLUDE
Research, calling and follow-up

OUR MEETING REQUIREMENTS
A distributor that fits our account criteria, a relevant finance owner, a confirmed reporting question and clear agreement to an introductory call.

TIMING AND BUDGET
Discuss a launch next month. Ask for an itemised proposal.

PLEASE INCLUDE IN YOUR RESPONSE
1. Proposed account criteria, exclusions and contact-data preparation.
2. Who handles calling, agreed follow-up, qualification and scheduling.
3. How you confirm the buyer’s agreement, handle no-shows and record rejection reasons.
4. What our team must supply, approve and follow through on.
5. Reporting, meeting notes, handoff and access to agreed campaign records.
6. Fixed fees, billing period, preparation charges, variable costs and minimum term.
7. Relevant campaign evidence, its period and the limits of comparison.

OPEN POINTS TO AGREE
Contact eligibility, territories and languages; client approvals; system access; record use; launch dependencies; notice and exit arrangements.

This is a campaign buying brief, not a contract. The agency should identify missing information and assumptions.

Template resource: CallTeam | https://www.callteam.ca/b2b-lead-generation-rfp-template/