Evaluation checklist and scoring

Core selection criteria

Pick criteria that force trade-offs. You want clarity on three axes: domain knowledge, execution ability, and truth-telling. If a firm is strong on two and weak on the third, know which you can live with. Must-have checks:

• Proof they solved the problem you have, not a marketing-friendly version of it.
• Clear team roles and access to senior people.
• A live tech stack that matches yours or will integrate cleanly.
• Reporting that ties to revenue activities, not vanity metrics.

Do not accept "we can scale" without a granular plan. Ask for a realistic timeline and one example where they missed the mark and what they changed.

Experience by vertical and funnel stage

Experience is not just industry. Ask which funnel stage they ran for you: top of funnel brand awareness, MQL to SQL acceleration, or revenue ops. A B2B SaaS growth program needs different skills than an enterprise purchase acceleration program. Example: a firm that only ran awareness campaigns for financial services will struggle mapping content to deal-stage buying committees in enterprise tech.

Measurable track record and case evidence

Demand actual artifacts:

• Raw campaign reports or dashboards with baseline and post-engagement metrics.
• One page case brief showing inputs, actions, and outcomes with timeframes.
• Reference that will confirm the story, not just praise.

If they give only high-level percentages without sample data, treat that as a dodge.

Team composition and seniority

Look beyond titles. Who is doing the work day-to-day? Who approves strategy? Seniority matters until it does not. A senior strategist who hands everything to juniors is worse than a slightly less senior team that executes tightly. Ask for:

• Org chart for your account.
• CVs for each named lead.
• Names of external contractors and how they are managed.

Technology, integrations, and IP

Match their stack with your stack. If they insist on proprietary tech but cannot explain what it replaces in your stack, pause. Integration points to check: CRM, marketing automation, analytics, attribution, and creative repositories. Demand a map of data flows and an SLA for integrations.

Scoring rubric (example)

Suggested weights and scoring scale

A simple weighted model keeps decisions objective. Example weights:

• Case evidence: 30%
• Team quality: 25%
• Tech fit: 20%
• Strategic approach: 15%
• Commercial terms: 10%

Score each 1 to 5. Multiply by weight. Anything below 60 out of 100 is not shortlist material.

How to convert scores into shortlist decisions

Convert numeric scores into actions:

• 80+ Hire or start final negotiations.
• 65-79 Run a focused pilot with metrics.
• 60-64 Keep as backfill, but do not award core programs.
• <60 Archive.

If two firms are within 5 points, pick the one with better references or ask for a short paid design sprint.

Red flags to watch for

Vague metrics, opaque reporting, scope avoidance

Watch for three common evasions:

• Metrics that cannot be tied to deals. If they prefer clicks over pipeline, that’s a mismatch.
• Reporting that changes definitions mid-engagement.
• Scope vagueness: "We will do whatever it takes" is a red flag. Ask for a list of exclusions and responsibilities.

If they talk a lot about creativity without naming how you will measure creative impact, that is not confidence, it is hope.

Services mapped to outcomes

Demand generation → predictable pipeline

Predictability comes from repeatable plays and measurement discipline. A good demand program has:

• Defined playbook per ICP segment.
• Weekly pipeline health check with conversion rates by stage.
• Backstop activities to hit quota when top-funnel fails.

Example: If your pipeline relies on webinars, insist on a cadence of content reuse and lead nurturing to convert raw attendees into sales-ready conversations.

Account-based programs → target-account acceleration

ABM is tactical, not magical. Real ABM programs:

• Start with account research that results in 3-5 personalized plays per account.
• Coordinate sales and marketing sequencing with explicit SLA for outreach timing.
• Use intent and firmographic signals to qualify engaged accounts for sales intervention.

A lot of agencies run ABM like personalized email blasts. That will not move large deals.

Content & SEO → organic acquisition and authority

Content needs three things: an editorial model, technical SEO hygiene, and measurement tied to demand. Ask for a 6-month content calendar that links each asset to a conversion path. If their SEO work stops at keyword lists, they will waste your time.

Paid media & performance → scalable lead velocity

Paid is leverage. Ensure the agency can show cost per pipeline number, not just cost per lead. Demand transparent media buys and creative tests. If spend increases but deals do not, you are buying noise.

Sales enablement & SDR support → conversion uplift

Enablement is often a training revenue leak. Good programs:

• Map buyer objections to one-pagers and playbooks.
• Run side-by-side SDR coaching sessions with call recording reviews.
• Tie enablement to measurable conversion improvements by cohort.

If the agency offers SDRs without integrated playbooks and CRM workflows, expect squandered hours.

Marketing operations & analytics → attribution and efficiency

Ops is underrated. It is where pipeline becomes reliable. Look for:

• A cleansed, documented data model.
• Traceable attribution logic and a plan for multi-touch attribution.
• Monthly variance analysis on conversion rates and CAC.

If they cannot answer how they reconcile leads to closed deals, do not proceed.

Pricing, engagement models, contracts

Commercial models explained

Retainer, project, performance, hybrid comparisons

• Retainer: predictable cost, good for ongoing programs. Risk: scope creep.
• Project: clear deliverable, good for one-off work. Risk: no ongoing optimization.
• Performance: pays on outcomes. Risk: misaligned definitions and gaming.
• Hybrid: base retainer plus incentives. Most practical when outcomes are partly in agency control.

Pick the model that matches control. If the agency cannot influence sales follow-up, do not use pure performance pricing.

Pricing benchmarks and what they imply

Benchmarks tell you capability and capacity:

• Low-cost vendors tend to be executional with limited senior oversight.
• Mid-range pricing usually buys integrated strategy plus execution.
• High-cost providers deliver senior time, bespoke integrations, and more risk-sharing.

If a price seems too low for the asked scope, assume hidden limits or inexperienced staff.

Must-have contract clauses

Scope change, deliverable definitions, termination terms

Be explicit on deliverables, timelines, and what constitutes completion. Include:

• Change order process with rates.
• Notice period and termination fees.
• Deliverable acceptance criteria.

Data ownership, security, and IP rights

You must own data and output. Clauses to include:

• Explicit data ownership for all campaign data and creative.
• Security standard commitments and breach notifications.
• IP assignment for bespoke work or license terms if not assigned.

Risk-mitigation tactics

Pilot projects, milestone payments, escrowed deliverables

Start with a 90-day pilot tied to a small set of KPIs. Use milestone payments for larger scopes. For critical IP, consider escrow or staged delivery with acceptance gates. If you are not willing to do a pilot, ask why. If they refuse pilots, that is a negotiation tactic you can push back on.

Onboarding, integration, reporting

30/60/90-day onboarding plan

Immediate priorities in the first 30 days:

• Access grants and data transfer.
• Quick wins: fix tracking, launch one test, align sales.

60 days: - Run optimized campaigns, refine messaging, train teams. 90 days: - Deliver first full performance review and updated playbook. Set expectations: the first 30 days should be heavy on access and clarity, not sprinting to six-figure outcomes.

Immediate priorities, first deliverables, team ramp

First deliverables should be specific and useful: tracking map, content calendar, a prioritized test list, and the first campaign creative.

CRM and tech integration checklist

Data access, tag governance, tracking, SLAs

Checklist items:

• CRM field mapping and ownership.
• Tagging and analytics governance with naming conventions.
• Data export and backup plan.
• Integration SLAs for fixes and sync errors.

If integration requires changes to your CRM, document who makes the changes and under what timeline.

Reporting cadence and dashboards

Core KPIs, sample dashboard layout, review rhythm

Core KPIs:

• Pipeline created by source.
• Average deal conversion by campaign.
• Cost per pipeline and CAC movement.

Dashboard layout: top line trend, then drop-down by channel, then deal-level rollups. Review rhythm: weekly operational check, monthly strategic review, quarterly roadmap reset.

Handoff and long-term enablement

Playbooks, training, knowledge transfer

A proper handoff includes:

• Written playbooks for activation and maintenance.
• Recorded training sessions.
• Escalation matrix for first 90 days post-handoff.

If you plan to bring work in-house later, insist on a knowledge transfer schedule during contracting.

Selection toolkit and RFP template

RFP structure and required attachments

Business objectives, scope, KPIs, budget, timelines

Keep RFPs short and specific:

• Business outcomes and priority KPIs.
• Scope boundaries and must-have services.
• Budget range and timing expectations.

Mandatory supporting docs (team CVs, case studies, security)

Require:

• CVs for named leads.
• Two case studies with measurable outcomes and raw data.
• Security questionnaire and SOC or equivalent proof if relevant.

Shortlist interview guide

Questions to assess strategic thinking, process, and risks

Ask:

• Walk me through one campaign that failed and how you fixed it.
• How do you shift tactics when conversion drops 20 percent?
• Who will be our day-to-day contact and how much of their time is guaranteed?

Listen for concrete steps, not platitudes.

Reference-check script and scoring

Operational, delivery, and cultural probe questions

Operational: - Did they meet deadlines? Score 1-5. Delivery: - Were metrics achieved? Score 1-5. Cultural: - How was communication and escalation? Score 1-5. Call people who were direct stakeholders, not marketing cheerleaders. A single honest negative will matter more than three neutral positives.

Local considerations for New York

When to prioritize local presence

Local presence matters when you need real-time event support, executive alignment, or fast hiring in the city. For strategic programs, local is less important than expertise. If you require frequent in-person customer meetings, pick local.

Cost vs access trade-offs

Expect a premium for local talent. Sometimes the extra cost buys faster hiring and better event execution. If you are trying to save 20 percent by going remote, calculate the hidden costs for time zone lag and lost in-person moments.

State-level compliance and data security notes

New York has specific privacy and security expectations for certain industries. Ask for documented compliance measures and local legal counsel experience if you handle regulated data.

Leveraging local networks for faster hiring and events

A local agency should hand you a playbook for hiring contractors and an events checklist tuned to city venues. If they cannot name local partners or vendors for staging and production, they are not plugged in.