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"Marketing Agency Evaluation Scorecard"

Choose your marketing agency with evidence--not chemistry. A practical scorecard to reduce bias, spot red flags early, and align partners to revenue goals, accountability, and long-term execution.

Selecting a marketing agency is a high-stakes decision, but it’s often influenced by intuition, familiarity, or a persuasive pitch. The Marketing Agency Evaluation Scorecard is an internal decision tool designed to replace guesswork with a structured, data-driven evaluation process. It helps teams reduce unconscious bias and groupthink by standardizing how agencies are assessed—based on what they demonstrate in conversations and proposals, not likability or “good chemistry.” 

The scorecard guides evaluators to score each agency independently first, then compare results as a group to surface differences in perception and identify gaps that require clarification. Using a consistent 1–5 scale (from “major gaps or risk” to “clear strength”), teams evaluate partners across key categories that reflect real-world performance and delivery risk: strategic alignment to business and revenue goals, accountability and measurement once work begins, team structure and access to senior talent, execution and planning model, transparency and trust signals, and a dedicated risk indicator section to flag early warning signs such as overpromising, vague answers, tool-first positioning, or defensiveness under scrutiny. 

Finally, the tool includes a decision protocol to support alignment among stakeholders—highlighting how to run a productive debrief, how to handle “close call” scenarios by revisiting risk indicators, and how to finalize the recommendation with clear ownership for communication and contract negotiation. The core principle is simple: the truth is in the score—strong partners should score well without needing explanation. 

Offered Free by: ThinkFuel Inc.
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