Digital RFPs and the Speed Question

Megan O’Neil, Convention Sales Manager, MGM Grand and The Signature, Rising Sales Leader Council Member

This article comes from a recent discussion of a sales Rising Leader Council focused on digital RFPs, lead response time, and the growing pressure to reply faster than ever before. As AI tools and automated platforms become common, planners increasingly expect nearimmediate acknowledgment, sometimes within hours, sometimes sooner, and often without regard for internal complexity. Speed is clearly influencing outcomes, but the conversation challenged whether being first consistently matters more than being clear, accurate, and reliable.

Several leaders shared that fast responses can help when no relationship exists, particularly because early replies make planners look good internally and signal professionalism. That benefit, however, comes with a cost because rapid replies immediately establish an expectation for ongoing responsiveness across the entire sales cycle. Miss that cadence later, and the initial advantage can quickly disappear, sometimes taking trust with it.

A recurring theme was the value of acknowledgement over completion. A timely message confirming receipt and setting a delivery timeline often carries more weight than a rushed proposal lacking accuracy or internal alignment. Internal processes frequently slow responses, especially when revenue review, inventory validation, or brand standards are involved, and those delays are felt by planners even when the reasons remain invisible.

Personalization was repeatedly cited as the real differentiator. Smaller, simpler programs can usually support faster turnaround without sacrificing quality. Larger, more complex programs rarely can. Pushing incomplete or overly generic proposals in the name of speed risks missing the client’s actual needs and undermining confidence early.

One comment summarized the prevailing sentiment clearly: “If you tell me when you’re going to get back to me, sometimes that’s just as good as getting right back to me, because at least I know you’ve acknowledged receipt.”

The discussion ultimately reinforced that speed alone does not win business. Setting expectations, delivering what was asked for, and following up with intention continue to matter just as much, and sometimes more.

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Questions for Teams

Are planners expecting a proposal or response in an unrealistic timetable?
How do you benchmark “good enough” response time, and how does speed factor into winning or losing business?
In the push to respond as fast as possible, are personalization and accuracy being compromised?