Massive star formation occurs in the interior of giant molecular clouds (GMC) and proceeds through many stages. In this work, we focus on massive young stellar objects (MYSOs) and Ultra-Compact HII regions (UCHII), where the former are enshrouded in dense envelopes of dust and gas, which the latter have begun dispersing. By selecting a complete sample of MYSOs and UCHII from the Red MSX Source (RMS) survey data base, we combine Planck and IRAS data and build their Spectral Energy Distributions (SEDs). With these, we estimate the physical properties (dust temperatures, mass, luminosity) of the sample. Because the RMS database provides unique solar distances, it also allows investigating the instantaneous Star Formation Efficiency (SFE) as a function of Galactocentric radius. We find that the SFE increase between 2 and 4.5 kpc, where it reaches a peak, likely in correspondence of the accumulation of molecular material at the end of the Galactic bar. It then stays approximately constant up to 9 kpc, after which it linearly declines, in agreement with predictions from extragalactic studies. This behavior suggests the presence of a significant amount of undetected molecular gas at R$_G$ $>$ 8 kpc. Finally we present diagnostic colors that can be used to identify sites of massive star formation.