How Gooder Marketing Built a New Revenue Stream from RFPs with Anchor

Overview

Gooder Marketing is a boutique digital marketing agency based in Canada, specializing in web design and development for growing businesses. Known for its hands-on approach and high-quality delivery, the company operates with a lean team and a strong focus on client outcomes.

As part of its growth strategy, Gooder Marketing’s leadership identified RFPs as an opportunity to unlock a new, scalable revenue stream. However, responding to RFPs traditionally requires significant time, expertise, and operational overhead — posing a challenge for a small agency. To overcome these constraints and make RFPs commercially viable, Gooder Marketing turned to Anchor.

Challenge

RFPs as a Growth Opportunity — With High Cost

Gooder Marketing saw RFPs as a path to higher-value, enterprise-grade clients. However, the realities of RFP responses quickly exposed several challenges:

• High time and effort requirements that were not sustainable for a small team
• Limited internal bandwidth, making it difficult to justify the investment
• Need for consistent, high-quality responses to compete with larger agencies

To address this, the CEO implemented a response management tool. While promising in theory, the solution failed to deliver acceptable results.

Limitations of the Initial Tool

The newly adopted platform fell short in key areas:

• Low response quality and accuracy, requiring extensive manual rewriting
• Limited automation, resulting in marginal productivity gains
• Poor return on time investment, making RFP participation economically unviable

As a result, Gooder Marketing was able to respond to only one RFP per quarter, preventing the strategy from scaling.

Dissatisfied with the outcomes, the CEO began searching for a fundamentally different solution.

Solution

Discovering Anchor Through Referral

Anchor was introduced to Gooder Marketing’s CEO through trusted referrals. Unlike prior tools, Anchor promised a level of automation and answer quality that could make RFPs feasible — even for a small, lean organization.

30-Day Supported Trial

Gooder Marketing engaged in a 30-day supported trial, with hands-on guidance to ensure rapid value realization. During the trial, Anchor was trained on existing proposals, website content, and service documentation.

Key capabilities included:

• High-quality, AI-generated first-pass answers
• Minimal setup and no complex configuration
• Fast learning from limited historical content
• Intuitive user experience, suitable for daily use

Anchor quickly demonstrated that RFP responses could be generated accurately and efficiently without overwhelming the team.

Why Gooder Marketing Selected Anchor

The CEO selected Anchor based on:

• Immediate improvement in response quality
• Significant reduction in time required per RFP
• Ease of adoption without operational complexity
• Clear path to monetizing RFPs as a revenue channel

Results

Anchor delivered transformational results for Gooder Marketing:

RFP Volume Increase

• From 1 RFP per quarter to 5–10 RFPs per month

10× Productivity Uplift

• RFP responses that previously took days could be completed in hours

High Adoption and Daily Use

• The CEO uses Anchor daily as part of sales and proposal workflows
• The platform became embedded in core operations

Leveraging External Consultants

• Anchor enabled efficient collaboration with external consultants
• Reduced onboarding time and improved output consistency

Conclusion

By adopting Anchor, Gooder Marketing turned RFPs from an impractical idea into a profitable growth engine. Anchor enabled the agency to compete for higher-value opportunities without increasing headcount or operational burden.

Today, Gooder Marketing responds to RFPs with speed, confidence, and consistency — unlocking a new revenue stream powered by Anchor’s AI-driven response automation.