A weighted scorecard for evaluating marketing agencies before you sign. 20 criteria across deliverables, team quality, reporting, and contract terms.
Most companies choose a marketing agency based on three things: the portfolio, the pitch, and the price. None of those three things predict whether the relationship will actually work. The variables that determine success — how the agency handles underperformance, who actually does the work, what accountability looks like in the contract — almost never come up in the sales conversation.
This scorecard gives you a structured way to evaluate agencies before you commit. Use it across every agency you're considering. The one that scores highest on these 20 criteria is almost always the right choice, regardless of how good the pitch was.
Score each agency on a scale of 1 to 5 for each criterion. A score of 5 means the agency fully and specifically addressed the criterion. A score of 3 means partial or vague. A score of 1 means they didn't address it or gave a concerning answer. Maximum possible score is 100. An agency scoring below 60 should be disqualified regardless of other factors. An agency scoring above 80 is worth serious consideration.
The agency has told you specifically who will manage your account and you've spoken with that person. A score of 5 means you've had a substantive conversation. A score of 1 means you've only met the sales team.
The proposal specifies when and how senior team members engage with your account — not just that they're "available," but what their actual role is week to week.
You know how many other clients your day-to-day contact manages. Anything above 8 active accounts per person is a yellow flag at most retainer levels.
The agency has worked with companies at a similar stage and revenue level to yours, not just in the same broad category. Their experience is relevant, not just impressive.
They've offered you references proactively, and those references are from companies that look like yours — similar size, similar stage, similar challenge.
The agency has articulated what success looks like at 90 days in measurable terms tied to your business — not impressions, not deliverable count, but outcomes.
They've explained how they learn your business before executing. A real discovery process involves more than a kickoff call — it includes customer and competitor research, internal stakeholder input, and a documented brief.
The agency can explain how they handle underperformance: what they test, how they decide what to change, how quickly they move. Vague language about "monitoring" scores a 1.
Their recommendations are based on your situation, not a default template. If the proposal looks like it could apply to any company in your category, score it a 2.
They voluntarily told you about a campaign or engagement that didn't work and walked you through what happened and what they learned. This is one of the most predictive criteria on the list.
The scope of work lists exactly what will be delivered each month. Not "ongoing content support" — specific counts, formats, and channels.
Their sample report leads with metrics connected to revenue: leads generated, cost per acquisition, pipeline influenced, revenue attributed. Not reach, impressions, or follower counts.
You know how often you'll receive formal reports, who presents them, and what the standing agenda is for monthly or quarterly business reviews.
The agency can explain how they track which marketing activity drove which outcome, and they've been honest about the limitations of their attribution model. Blind trust in platform-reported ROAS scores a 2.
You will have direct access to ad accounts, analytics platforms, and any tools used on your behalf. Agencies that retain ownership of your accounts score a 1.
The initial commitment is 3 to 6 months, not 12. A 12-month commitment for a new client relationship with no performance clause scores a 2. A 12-month commitment with a performance clause scores a 4.
The notice period for termination is 30 to 60 days. 90-day notice requirements favor the agency disproportionately and score a 2.
The contract specifies what happens if defined performance targets aren't met. Even a soft clause — the right to renegotiate scope — is better than nothing.
You understand exactly what you're paying for, including any pass-through costs (ad spend management fees, tool subscriptions, production costs). No surprise invoices.
The contract specifies how additional work is handled — what triggers a change order, how it's priced, and how quickly it can be implemented. Open-ended scope is a risk for both parties.
80–100: Strong candidate. The gaps are worth discussing but the fundamentals are in place. Proceed with negotiation on the remaining items before signing.
60–79: Proceed with caution. Identify which sections drove the low scores. Gaps in Section 4 (contract) are more fixable in negotiation than gaps in Section 2 (strategy). Request a revised proposal addressing the weak areas.
Below 60: Disqualify. A low score at this stage predicts a difficult engagement. The time to discover misalignment is before you sign, not six months in when you're locked in a contract and behind on results.
Run this scorecard on Flightdeck too. We're a boutique growth marketing and brand strategy agency based in Irvine, California. We'll answer every question on this list clearly and specifically — and if we're not the right fit for your situation, we'll tell you that in the first conversation. Book a strategy call if you'd like to put us through it.
You haven't spoken with your day-to-day contact before signing. The agency is reluctant to tell you how many clients each account manager handles. Every reference they provide is from a company much larger than yours.
Success at 90 days is defined in deliverables (posts published, ads running) rather than outcomes. The proposal is clearly templated with minimal customization. They've never had a campaign underperform — or can't talk about one if they have.
Every sample report leads with impressions and reach. They can't explain their attribution methodology clearly. You don't have direct access to your own ad accounts.
12-month commitment required with no performance clause. 90-day notice period for termination. Pass-through costs are vague or undisclosed. Scope creep is handled informally rather than through a defined change order process.
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