CRM RFP template for a 20 to 100 person company

A CRM RFP for a company of 20 to 100 people is a short document you send to two to four vendors or partners, then score before anyone presents. Copy eight blocks into it: who you are, scope and timeline, bidder background, a functionality matrix, pricing with a three-year view, implementation and training, support, and references. Lock the score weights before you open the replies. After the written scores, invite no more than three suppliers to a scripted demo of your own scenarios. A five-person team with a simple pipeline often skips the formal RFP and goes straight to demos.

The sections, requirement rows, 100-point scorecard, and demo script below are the version you can paste into a document this week. Use it when you are replacing a CRM, when more than one department will live in the system, or when procurement wants a written comparison. If you are also replacing the accounting system in the same project, pair this with our ERP RFP guide so the CRM questions do not get buried in finance requirements.

When a CRM RFP is worth sending

DiscoverCRM separates three documents. An RFI is a capability screen. An RFQ or invitation for bid asks for a quote against identical specifications. An RFP is for specialized work, which is what a CRM rollout is when your pipeline, service desk, and field visits do not match a stock demo.

A formal RFP fits a replacement that includes data migration, more than one department, a procurement or legal review, or a comparison of more than two or three vendors. That test comes from the HubSpot CRM RFP guide as republished on 20 August 2026. The same guide says a five-person team with a simple pipeline may only need demos. Take that cutoff seriously. Writing twelve weeks of process for a team that can decide from two scripted calls burns the calendar you wanted to save.

For a 20 to 100 person company, two to four responses is the right field. DiscoverCRM says to request demos from no more than five suppliers and ideally no more than three, and only after the written proposals narrow the field. Send the RFP to the incumbent as well. If the current tool cannot run the same script, record that on the score sheet with the other written answers.

Write objectives a bidder can answer with a method. The guide's line is the standard to copy: "Improve sales productivity is not a measurable objective. Reduce rep data entry time by 30% within 90 days of go-live is." "We need a better CRM" is how the project gets described in the first meeting. Replace it in the RFP with the count of re-keyed orders, the days a stalled opportunity sits with no next activity, and the hour the dispatcher still builds the day's run in a spreadsheet.

A practical calendar, taken from that guide's sample, runs about 12 weeks.

• 1 to 2: Publish the RFP and answer bidder questions in writing to every bidder
• 4 to 5: Proposals due
• 5 to 6: Score the written responses with the weights you locked earlier
• 7 to 8: Scripted demos for the shortlist of two or three
• 8 to 9: Reference calls
• 9 to 11: Decision
• 11 to 12: Contract

If your fiscal year or a busy season sits inside those weeks, slide the start date. Do not compress scoring and demos into the same week. The people who have to score also have a day job.

The eight sections to copy into your RFP

DiscoverCRM's on-page outline has eight blocks. Use these headings and fill the prompts with your numbers. Bidders compare faster when every response follows the same order.

1. Executive overview

State headcount, sites, the legal entities that sell, and the countries where customers and employees sit. Name the system you are leaving and the year it was installed. Give record counts you have already pulled: accounts, contacts, open opportunities, open cases, and active field assets. Ask every bidder to price the load from those counts.

Answer the question Brevo puts to buyers, "What do vendors need to know about our business?", with operating facts. How many quotes a month, how many become orders, how many technicians are on the road, and which of those people will be paying users. Ben Lack, CEO of Interrupt Media, tells buyers on that page to "Look for platforms with open APIs, strong third-party ecosystems, and clear roadmaps aligned with AI, automation, and workflow orchestration; avoid vendors who seem stagnant or overly reliant on legacy models." Turn that into a requirement: name the API, name who maintains it after go-live, and name the release cycle.

2. Project scope and timeline

List what is in phase one and what is out. A common phase one for this size of company is pipeline, quote, and the handoff into the existing accounting system. Cases, a contact center, and field scheduling can be phase two if you say so up front. Give the 12-week selection calendar and the go-live window you can staff. Ask the bidder to mark any week they cannot hit and why.

3. Bidder background

Ask who configures, who writes custom modules, and who maintains them after go-live. Those can be three different firms. Ask for the named people on your project, their hours, and what happens when one of them rolls off. Note the partner tier if they offer it, then score the named consultant and a reference you can call.

4. Functionality matrix

Use the requirement table later in this article. Force a response of Met in the product, Met with configuration, Met with custom code, or Not met, plus the license or app that supplies it. A yes/no grid produces a perfect score and an empty demo.

5. Proposed solution and pricing

Require one pricing table: named users by role, light or contractor users, implementation hours, data migration, integrations, training, support, and the license cost in year 2 and year 3 at today's headcount and at 1.5 times headcount. The license math later in this article shows why those lines have to be separate.

6. Implementation and training

Ask for hours by workstream, who does the work, and what you must finish before kickoff (record counts, a field owner, a decision on duplicates). Ask how training is delivered to people who are not in the room for the whole project.

7. Customer support

Separate vendor support included in the subscription from partner support you pay for. Ask the channel, the hours, the languages, and the severity clock. Ask what is excluded.

8. References

DiscoverCRM says to ask each bidder for five references with contact details: a client of at least five years, one purchased in the last year, and one similar to your organization. Call the similar one yourself. Ask what was promised in the proposal and what was live at day 30.

Requirements for sales, service, and field work

Frame each row as a scenario your team recognizes. "How should I frame our functional needs?" is the right question, and the answer is a scene with a person, a trigger, and a result you can watch in the demo.

Sales

Microsoft's Sales pricing footnotes list one included capability set: lead, opportunity, account, and contact management, plus product and price lists, bundles, quotes, orders, and invoices. Put that list in the matrix and ask which plan supplies it. Dynamics 365 Sales Professional lists at USD 65 per user per month paid yearly, Sales Enterprise at USD 105, and Sales Premium at USD 150, as of October 2026. Those are informational list prices. Checkout can differ by currency, country, and region. On the Canada pricing page the same three plans list at CAD 88.20, CAD 142.50, and CAD 203.50 per user per month paid yearly, plus applicable tax.

Ask the bidder to mark each must-have row against the plan they priced, on your data, including any row that sits on a higher edition.

Odoo CRM describes a kanban pipeline, scheduled next activities, email logged on the opportunity, forecasts, AI lead scoring, and lead automation. CRM as the only app is the free plan. Quotations from the product catalog and sales orders are the separate Sales app. A bidder who prices the free CRM app while your reps create quotes has left that plan. Say that in the requirement row so the price table has to follow.

• S1 (Scenario the bidder must answer: A lead arrives from a web form, is assigned to a rep, and has no activity for 14 days · Response you require: The exact automation, the owner, and what the rep sees. Use the wording the republished HubSpot guide writes for exactly this scene: "Describe how your platform handles a lead that enters via web form, gets assigned to a rep, and stalls in the pipeline for 14 days without activity.")
• S2 (Scenario the bidder must answer: A rep builds a quote from the price list, applies a bundle, and sends it · Response you require: Which app or plan, and whether the quote can become an order without a second entry)
• S3 (Scenario the bidder must answer: A manager looks at the forecast on Monday and trusts the stages · Response you require: How stage age is calculated, and who can move a deal backward)
• S4 (Scenario the bidder must answer: Two entities sell the same account · Response you require: How the record is shared, and which subscription tier that requires)

Customer service

Dynamics 365 Customer Service lists at USD 50 (Professional), USD 105 (Enterprise), and USD 195 (Premium) per user per month paid yearly, as of October 2026. Dynamics 365 Contact Center lists at USD 110 per user per month paid yearly on that same page. Contact Center is a different product from a case queue inside Customer Service. If you want voice or a digital contact center, make it its own row and its own license line. Ask the bidder for the Canadian checkout figure for Customer Service and Contact Center on the quote you will sign.

• C1 (Scenario: A customer emails about an order that sales already quoted · Response you require: Whether the agent sees the quote, the order, and the open opportunity on one record)
• C2 (Scenario: The same issue comes in twice in a week · Response you require: How the case links to the account history, and who is notified)
• C3 (Scenario: You add a contact center later · Response you require: Which license appears, at what list price, and what the case team already owns)

Field service

Dynamics 365 Field Service lists at USD 105 per user per month paid yearly, Field Service Contractor at USD 50, and Resource Scheduling Optimization at USD 30 per resource per month paid yearly, assuming one tenant, as of October 2026. Scheduling optimization is priced per resource. Ask for the resource count and the user count, and ask which tasks the Contractor seat cannot open before a technician is assigned to it.

Odoo Field Service describes planning in kanban, Gantt, calendar, and map, a mobile worksheet with signatures, spare-part tracking, timesheets, and tasks created from a sales order. Treat those sentences as the requirement list.

• F1 (Scenario: A sales order creates the field task · Response you require: Which app does it, and which user type the technician needs)
• F2 (Scenario: The technician captures a signature and a spare part on the phone · Response you require: Whether that user is a full user, a light user, or a contractor, and what they cannot open)
• F3 (Scenario: The dispatcher rebuilds Tuesday because a job ran long · Response you require: Which view they use, and whether optimization is a separate license)

License lines that belong in the price table

License list price is the line buyers stare at. Services, extra automation, and the second-year rate are where the three-year number moves. Ask every bidder, including the incumbent, to fill the same grid.

On Dynamics 365, Power Automate and Power Apps use requires additional licenses. A workflow you saw in a demo may be a separate purchase. Sales Premium includes 1,000 Copilot Credits per user. Premium is USD 150, or CAD 203.50, against Enterprise at USD 105 or CAD 142.50. Buy Premium only for the people whose scenario needs those credits, and have the bidder show the credit burn on your 14-day stall scenario. Microsoft Relationship Sales is Dynamics 365 Sales Enterprise plus LinkedIn Sales Navigator, price variable, with a 10-seat minimum. If only four reps prospect on LinkedIn, put that 10-seat minimum on its own price line.

Odoo prices below are the euro figures shown on the pricing page as of October 2026. Do not convert them to USD or CAD in your spreadsheet. Ask the bidder for the currency you will be invoiced in.

One App Free is EUR 0 for one app and unlimited users on Odoo Online. Standard shows EUR 24.90 and EUR 31.10 per user per month for all apps on Odoo Online. Custom shows EUR 44.90 and EUR 56.90 per user per month and adds Odoo.sh or on-premise, Studio, multi-company, and an external API. The page says the discount is valid for 12 months for the initial users ordered. Odoo.sh hosting is extra. Both Standard figures are published for the same plan, so your RFP should ask the bidder to price year 1 on its own line, price years 2 and 3 on another, and write in the rate that applies to your initial users once the 12-month discount has run its course.

A paying user is someone with backend access to create, view, or edit documents, or an employee record with no linked user. Portal users such as customers and suppliers are not paying users. A light user lists at EUR 7.90 and is limited to items such as the user's own time off, expenses, planning, field service, and barcode operations. A technician who only completes worksheets may fit the light seat. A rep who edits opportunities does not.

Subscription plans include hosting, maintenance, and unlimited email support Monday to Friday, 24 hours a day on weekdays, in English, French, Spanish, or Dutch. Implementation, expert services, custom-code maintenance, and in-app credits such as SMS are not included. Odoo Online hosting is described as free with unmetered storage up to 100 GB under the acceptable-use policy. Put storage and custom-code maintenance on the price grid as their own lines.

Assume a 40-person company, under the 50-employee line where Odoo says companies usually buy implementation from Odoo via Success Packs. Assume 18 people need Dynamics 365 Sales Enterprise, 4 need Customer Service Enterprise, 3 need Field Service, and 2 need Field Service Contractor. On October 2026 US list prices paid yearly, that is 18 times USD 105 (USD 1,890), 4 times USD 105 (USD 420), 3 times USD 105 (USD 315), and 2 times USD 50 (USD 100). License list cost is USD 2,725 a month, or USD 32,700 a year, before tax, Power Apps, Power Automate, Copilot, or any services. The same 18 Sales Enterprise users in Canada are 18 times CAD 142.50, which is CAD 2,565 a month plus applicable tax. Price service and field seats from the bidder's CAD quote.

At 1.5 times that headcount, round each role up to a whole seat: 27 sales, 6 service, 5 field, and 3 contractors. The US list becomes 27 times USD 105 (USD 2,835), 6 times USD 105 (USD 630), 5 times USD 105 (USD 525), and 3 times USD 50 (USD 150). That is USD 4,140 a month, or USD 49,680 a year, licenses only.

For Odoo on the same company, assume 22 paying users who must create quotes (so the free CRM app is not enough) and 2 light field users, on Standard and Odoo Online. At the two published Standard figures, 22 times EUR 24.90 is EUR 547.80 and 22 times EUR 31.10 is EUR 684.20. Add 2 times EUR 7.90 (EUR 15.80). The monthly bracket is EUR 563.60 to EUR 700.00, or EUR 6,763.20 to EUR 8,400.00 a year. At 33 paying users and 3 light users, the bracket is 33 times EUR 24.90 plus EUR 23.70 (EUR 845.40) through 33 times EUR 31.10 plus EUR 23.70 (EUR 1,050.00) a month.

New-customer Success Packs are Starter EUR 499 for 4 hours, Basic EUR 2,635 for 25 hours, Standard EUR 4,675 for 50 hours, Custom EUR 8,415 for 100 hours, and Pro EUR 16,830 for 200 hours. The Pro pack is about two years of Standard licenses for those 22 users at the higher figure (EUR 8,400 a year). Odoo also says 80% of projects within the selected scope go to production in 200 hours or less, and that above 50 users the estimator tells the buyer to contact Odoo. Returning-customer packs list higher, at EUR 587.06, EUR 3,100, EUR 5,500, EUR 9,900, and EUR 19,800 for the same hour counts. The new-customer 15% discount applies to the first pack only. Travel and extra-module maintenance are extra. These are Odoo's published hour packs. A partner who implements Odoo prices their own hours beside that pack. If you have more than 50 employees, Odoo says you usually use a partner, and companies over 250 employees should contact Odoo. A 20 to 100 person company can fall on either side of that line, so the RFP asks both the direct-pack price and the partner price when you are near 50.

Ask each bidder to price data migration, integrations, training, and support after go-live as its own line on Dynamics 365 as well.

A 100-point score you lock before the demo

The republished guide says to lock scoring weights before reading proposals, shortlist two or three vendors, and run scripted demos of your use cases, an edge case, and a live configuration. A user from each stakeholder group scores immediately after the demo. The guide's suggested ranges are the author's ranges: functional fit 25 to 35%, technical architecture 10 to 15%, integration 10 to 15%, data migration 5 to 10%, security 10 to 15%, AI 5 to 10%, implementation and services 10 to 15%, pricing and total cost 10 to 20%, and vendor health and references 5 to 10%, scored 1 to 5.

The sheet below sits inside those ranges and sums to 100. Use it as a working sheet for a 20 to 100 person selection. Change a weight only before the proposals arrive, and write down why.

• Functional fit (Weight: 25 · What a 5 looks like: Every must-have scenario is met in the product or by configuration you saw · What a 1 looks like: Must-haves need custom code or are marked Not met)
• Technical architecture (Weight: 10 · What a 5 looks like: Hosting, environments, and admin match how your IT team works · What a 1 looks like: The answer is a product brochure)
• Integration (Weight: 12 · What a 5 looks like: Each sync names the system, the direction, the latency, and the owner · What a 1 looks like: An API mention with no owner)
• Data migration (Weight: 8 · What a 5 looks like: Cleanse, load, reconcile, and rollback each have a named owner · What a 1 looks like: Migration is a single lump with no rollback)
• Security and privacy (Weight: 10 · What a 5 looks like: Storage location and access or deletion steps match the countries you sell in · What a 1 looks like: Privacy is deferred to the contract)
• AI features you will use (Weight: 5 · What a 5 looks like: The bidder shows the feature on your 14-day scenario and prices the credits · What a 1 looks like: An AI list with no scenario)
• Implementation and services (Weight: 12 · What a 5 looks like: Named people, hours, and a phase plan · What a 1 looks like: A pool of unnamed hours)
• Pricing and three-year cost (Weight: 13 · What a 5 looks like: The full grid, at today's headcount and at 1.5 times · What a 1 looks like: A per-user license and a services range)
• References (Weight: 5 · What a 5 looks like: Five references, including one similar firm you can call · What a 1 looks like: Logos without contacts)

Score each criterion from 1 to 5. Points for a row are weight times score, divided by 5. A perfect sheet scores 100.

Assume two bidders and these scores, written down before either demo.

Vendor A: functional 4, technical 3, integration 4, migration 3, security 4, AI 2, implementation 4, pricing 3, references 4. Points: 20, 6, 9.6, 4.8, 8, 2, 9.6, 7.8, and 4. Total 71.8.

Vendor B, the smoother demo: functional 5, technical 5, integration 2, migration 1, security 3, AI 5, implementation 2, pricing 3, references 3. Points: 25, 10, 4.8, 1.6, 6, 5, 4.8, 7.8, and 3. Total 68.0.

A wins by 3.8 points because migration and integration were scored on paper. If you had picked the demo you enjoyed, B would be the choice. Keep the demo for confirmation. The guide's warning belongs in the room: "Vendor demos are polished. They're designed to show you what the product does well, not what it struggles with."

Anyone who touches the process can score: sales, service, field, and the person who owns the books. Average their scores only after each person has scored alone. A live debate in the demo pulls the number toward whoever talks most.

Migration, integration, and support questions

"What are red flags in vendor responses?" A response that prices data migration as one number, with no record counts and no rollback, is one. So is an integration answer that names a connector and never names a person.

Ask these in the RFP and score them in the rows above. Require a short paragraph under each one.

1. Who extracts the data, who cleans duplicates, who loads, and who decides the rollback if the counts do not match? State the record counts you already measured so the hours have a denominator.
2. Which objects move (accounts, contacts, open opportunities, closed opportunities, cases, assets) and which stay behind as an archive?
3. For each other system, is the integration native, a paid connector, or middleware you must license? What is the sync latency in minutes, and who fixes it when the other system changes its fields?
4. What is included in the subscription, and what is a separate license: Power Apps, Power Automate, Copilot Credits, Odoo Studio, Odoo.sh, custom-code maintenance, SMS?
5. What are the support hours after go-live, in which language, and which firm answers the ticket: the software vendor or the implementer?
6. Who is on the project by name, for how many hours, and which reference did that person deliver?

Odoo states, as its own figure, a 98% implementation success rate with a Success Pack versus 65% without one. Treat that as the vendor's comparison. Your score still rests on named hours, the 200-hour scope note, and a reference you call. Our CRM implementation work is scoped the same way: phases, named scenarios, and a price grid you can compare across bidders.

How the phases run after you sign is a different document. The CRM implementation phases page is the sequence to hand a winner, once the scorecard has already picked them.

The demo script for Dynamics 365, Odoo, and the incumbent

DiscoverCRM's limit still holds: ideally three demos, after the written scores. Send this script five business days ahead. Refuse a substitution. The incumbent runs it too, on your current system, so you can see what you already have.

Each demo is 90 minutes. The same three people attend every one: the sales lead, the service or field lead, and the person who will administer the system. They score in the room, on the sheet, before they talk to each other.

1. Load a sample of your stages, one price list, and one product bundle. Ten minutes. If they cannot do this live, the live configuration test from the guide fails, and the implementation score drops. You agreed that rule before the meeting.
2. Run S1. A lead enters from a form, lands on a rep, and sits 14 days with no activity. The bidder shows the assignment and the chase on the plan they priced.
3. Run S2. Build the quote, apply the bundle, and turn it into an order. On Odoo, this must show the Sales app if quotes are in scope, because CRM alone is the free plan. On Dynamics 365 Sales, this must show the plan in the price table, because quotes, orders, and invoices are part of the included set Microsoft lists.
4. Run C1 if service is in phase one. Open the customer, see the quote, and open a case without retyping the account.
5. Run F1 and F2 if field work is in phase one. Create the task from the order, then complete a worksheet with a signature and a spare part as the user type you were quoted (full, light, or contractor).
6. Show one integration you listed, including what the user sees when the other system is down.
7. Show where a Canadian customer's personal information is stored, and the clicks for an access or deletion request, if you sell in Canada. Ten minutes. Details are in the next section.
8. Leave ten minutes for the edge case your team wrote. One is enough. Park a second edge case for a follow-up call.

Stop the demo when the script is done. A bidder who will not follow the script has answered the fit question.

Privacy in Canada and a three-year cost check

If you have customers or employees in Canada, add a privacy block. PIPEDA sets rules for how private-sector organizations collect, use, and disclose personal information in commercial activity in Canada, and it applies to employee information of federally regulated businesses. Alberta, British Columbia, and Quebec have private-sector laws deemed substantially similar. Personal information that crosses provincial or national borders in commercial activity is still subject to PIPEDA.

Under PIPEDA, personal information includes any factual or subjective information about an identifiable individual. Business contact information used only to communicate with someone in their professional capacity is not covered. The commissioner page was last modified on 1 May 2024. A CRM full of buying history, case notes, and employee records is wider than a business-card file. Ask where the data sits, who can see it, and the steps and days for an access or deletion request. If you operate in Quebec, ask the bidder to show the provincial access and deletion steps beside the PIPEDA ones.

Then check the license money at today's headcount and at 1.5 times the seats before you award. Every line below is the cost of one year at that seat count.

• Dynamics 365 US list, licenses only (Today's headcount, from the worked example: USD 32,700 a year · At 1.5 times the seats: USD 49,680 a year)
• The same 18 Sales Enterprise users on the Canada list (Today's headcount, from the worked example: CAD 30,780 a year plus tax · At 1.5 times the seats: CAD 46,170 a year for 27 users, plus tax)
• Odoo Standard on Odoo Online plus 2 light users, both published rates (Today's headcount, from the worked example: EUR 6,763.20 to EUR 8,400.00 a year · At 1.5 times the seats: EUR 10,144.80 to EUR 12,600.00 a year for 33 paying and 3 light users)

Implementation is a one-time line beside the annual ones: the Odoo Pro Success Pack for 200 hours lists at EUR 16,830 for new customers before travel, and a scope that runs past its hours needs a fresh estimate. Read the table as informational list prices and published euro rates as of October 2026, under the assumptions in the license section. Services for Dynamics 365 are whatever the bidder writes in; add them as their own lines. Keep years 2 and 3 as a separate instruction on the quote: the bidder prices year 1, then years 2 and 3, each on its own line, and writes in the rate for the initial users after the discount period. Odoo's pricing page states the discount is valid for 12 months for the initial users ordered. Microsoft's list prices are informational, paid yearly, and can differ at checkout, by currency, country, and region.

When the sheet is filled, the remaining work is choosing who configures phase one and holding them to the scenarios you already scored. Dynamics 365 Sales is the path when quotes, orders, and the Microsoft license stack are the fit. A sales rollout covers the pipeline, the quote, and the handoff into operations. Send the same RFP on either path.

How Flectic can help

Use the requirements in this template to judge any bid, including a Dynamics 365 Sales setup from Flectic for sales teams of 20 to 100 people in the US and Canada. Ask each bidder to price the first phase separately from the licenses, so the scope is visible before the full budget is committed. The first build puts lead and opportunity management live for one team before you commit to a wider rollout. Book a free discovery call with Flectic to walk through your requirements against the Dynamics 365 Sales offer.

Sources

• A CRM RFP guide and template for creating the perfect proposal, DiscoverCRM, June 2024
• How to write a CRM RFP (with free template), BBK Marketing, August 2026
• CRM Buyer's Guide: Free RFP Templates, Brevo, October 2026
• Dynamics 365 Sales pricing (United States), Microsoft, October 2026
• Dynamics 365 Sales pricing (Canada), Microsoft, October 2026
• Dynamics 365 Customer Service pricing, Microsoft, October 2026
• Dynamics 365 Field Service pricing, Microsoft, October 2026
• Odoo Pricing, Odoo, October 2026
• Odoo Success Packs, Odoo, October 2026
• Odoo CRM, Odoo, October 2026
• Odoo Field Service, Odoo, October 2026
• PIPEDA requirements in brief, Office of the Privacy Commissioner of Canada, May 2024