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Managing an agency pitch – marketing agency selection scorecard

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How will this agency selection template help me?

We have developed this workbook to help marketers working for a business evaluate different candidate agencies based on a range of criteria.

This scorecard will also be helpful to agencies for benchmarking their capabilities and how they present their services at pitches.

This workbook has been set up for Website Design and Build agency selection but much of the information required to help you appoint a partner will be common across any type of service / agency that you are selecting for.

About the Managing an agency pitch – marketing agency selection scorecard

About the author

Mark Kelly is a freelance digital marketing consultant working with agencies and direct clients of Mark Kelly digital consultancy. You can follow him on Twitter or connect on LinkedIn.

What does the template include?

This scorecard is a Microsoft Excel spreadsheet details a range of criteria for comparing up to 5 agencies including:

  • Key staff competences
  • Culture and Chemistry
  • Credibility and Experience
  • Full cost-breakdown
  • Project management and delivery process
  • Managing the client-agency relationship

Areas of this scorecard are free text for your comments and notes and to act as an aide memoire for you and your colleagues, in order to compare your thoughts after reading submitted proposals and / or meeting an agency. Some parts allow you to enter a score based on a range of criteria. Considering the scores and most favourable notes / comments in unison will allow you to short list and then select your preferred agency partner.

Recommend related template: Website design and build requirements

About this guide

We have developed this workbook to help marketers working for a business evaluate different candidate agencies based on a range of criteria. It is useful for agencies for benchmarking their capabilities and how they present their services at pitches.

Guide structure

  • Key staff competencies
  • Culture and Chemistry
  • Credibility and Experience
  • Full cost-breakdown
  • Project management and delivery process
  • Managing the client-agency relationship
Look Inside the Managing an agency pitch – marketing agency selection scorecard

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Agency Growth and Management Toolkit

The Managing an agency pitch – marketing agency selection scorecard is part of Smart Insights Agency Growth and Management Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 7 other resources in the toolkit.

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