The 12 Questions Your Agency Hopes You Never Ask
Twelve questions, three possible answers, one tell. Most agencies can answer four of them. Print it, take it into the room, and find out whether the people spending your money can describe what it bought. Each question comes with what a good answer sounds like.
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An interrogation script you take into the room.
What did you actually produce?
Four questions that separate closed revenue from activity nobody can trace to a dollar. The first one stops most agencies cold.
Do you understand our business?
Four questions on your ideal customer, why you lose, and your positioning that reveal whether they have ever spoken to your sales team.
Can any of this be verified?
Four questions on raw data, who really does the work, and what is not working. Friction on any of these is itself the answer.
Ask for a number. Listen for a story.
Good. Move on to the next one.
They are estimating. Note it, and keep going.
This is the tell. When you ask for a number and get a narrative, the number does not exist.
An agency that cannot tell you what it produced will always be able to tell you what it did.
For the owner signing the invoice.
You are not trying to catch anyone. You are trying to find out whether the people spending your money can describe what it bought, in dollars, without reaching for a story.
And half the time, the answers do not exist because nobody ever asked for them. No goals were set in dollars, no attribution was configured, no one defined what a qualified lead was. You cannot hold an agency accountable to a number your company never decided to measure. This guide shows you which is which.
Run the audit. Send me the score.
If it comes back under seven, the fix is almost never the agency. Grab the guide, run the twelve, and let's talk about what you find.
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