Tenx4 (pronounced ten-by-four) specializes in helping B2B brands find the right strategic agency partner. We’re more than just an agency search consultancy. As ex-agency leaders and practitioners, we have a deep understanding of the brand, agency and publisher landscape. Our unique blend of skillsets brings transparency and clarity to the historically antiquated agency search selection process. We are strategic advisors to our clients and agency partners every step of the way; creating a seamless and painless RFP experience. This results in a more humanistic approach to the RFP process, leading to better relationships for both the client and the agency.
When you change agencies, you take a risk. We eliminate that risk.
Tell us a bit about your background in the industry and the driver to set up Tenx4?
We come from the agency side and were on the front lines of the broken the Agency RFP process. We answered the 128 RFP/RFI questions in excel, were part of pitches with insane timelines and deliverables, and pitches with no clear goals, scope, direction or budget. We were regularly ghosted and not given any feedback when we didn’t win a pitch.
We started Tenx4 to fix all of this.
We lead a fair, unbiased RFP process that helps brands and agencies determine if the partnership is the right fit for both sides. This starts with helping brands understand what they’re solving for, sourcing agencies who specialize in the thing the brand is trying to do, asking the right questions to the right agencies and creating a dialogue which allows teams to build trust, confidence and chemistry.
Tenx4 specializes in B2B agency search. At last year’s Summit in NYC, one of the hot topics was putting creativity back into B2B. Would you consider putting a ‘creative’ agency on a pitch list for a B2B brand? Are you looking for any special skills when shortlisting for a B2B brief?
The short answer is, yes. But, it depends on the B2B Brand and their goals. We always like to consider a spectrum of different types of agencies for reviews (within reason). That said, before any agency is included in a Tenx4 RFP, they are vetted. During our vetting process to create the agency shortlist, we are always looking for a special skillset. We ensure that the agency is fundamentally the right fit for the client based on their specific needs across things like core expertise, services, global operating, industry/audience experience, budgets, etc. If the agency is the right fit for our client, we’d be happy to have them considered.
What value do you bring, as a consultant, to a brand looking for a new agency?
Our clients tell us that we bring a ton of value. They tell us that we’re an invaluable partner, that the trust us, that we saved them money and that we’re the best money they’ve ever spent, that they’d gladly work with us again (many have), that we helped them better understand themselves and work more effectively as a team, that we make them better at their jobs, that they consider us friends and mentors, that they could never have done this without us, that they’d be happy to be a reference or refer us business, that we made the RFP process fun and painless, and that they’ll miss us as the project comes to an end (most are in regular ongoing contact).
We save our clients money and time, take the heavy burden of the search process off of their already full plates and help them identity the right agency partner.
Agencies also find value in us. This is why roughly 30% of our reviews come from agency referrals. They tell us that we have made more impact on their business than any other partner, that every agency would rather receive a Tenx4 RFP over an RFP from any other consultant, that we actually are a different type of search consultancy and that we’re the only consultancy to provide real feedback, that we have helped them rethink their business and how they pitch themselves.
And last, a question I ask all consultants: What are your top 5 tips for an agency involved in a competitive pitch?
My top 5 tips are:
• Be yourself. That way, the right clients can find you.
• Customize everything. Use the client’s name, their audiences and anything else you can about them when crafting your responses. Talk about them more and yourself less.
• Focus on the people. Give both teams the opportunity to assess if this is the right partnership by bringing people who will actually work on their business to key meetings/pitches. Don’t “bait and switch” them…
• Be honest and clear about your capabilities. Don’t soil a long-term client relationship with a short-term win.
• Be open and transparent when it comes to discussing money. The relationship needs to be financially viable for both sides.