STRATEGY · 4 MIN READ
The five questions your last agency couldn't answer
If you can't get a straight answer to these five, you're paying for activity instead of work. Print it and take it to your next call.
Jake Groot · LEAD MARKETING MANAGER
Most owners don't cancel an agency because results were bad. They cancel because nobody would tell them what happened.
The five questions
- What did you change in my account last month, specifically?
- Which of those changes moved a number, and which didn't?
- What are you doing next, and why that instead of something else?
- Who did the work, and what are they doing this week?
- If I asked for the raw files today, what would I get?
Why they work
Every one of them asks for an artefact rather than an opinion. A retainer can survive a vague answer about brand awareness. It cannot survive being asked for a change log.
If the answer to any of these takes more than a sentence, ask for it in writing.
What good looks like
A change log with dates. A named person against each task. A file you can open. That's the whole bar, and it's lower than most suppliers clear.
WANT THIS DONE FOR YOU?