1) Start with business outcomes
Define revenue targets, CAC range, and timeline first. Avoid agencies that only discuss vanity metrics.
A practical buyer guide for founders and marketing leaders: agency selection criteria, proposal scoring, and performance governance.
Define revenue targets, CAC range, and timeline first. Avoid agencies that only discuss vanity metrics.
Who executes daily? How often do they ship? Require a weekly sprint cadence and named ownership.
Insist on reporting tied to pipeline/revenue, not just impressions and clicks.
Pick agencies with proven work in your model (DTC, SaaS, B2B) and channel maturity stage.
Run a 60-90 day pilot with explicit KPIs before expanding retainers or adding channels.
Assess quality per dollar, not only hourly rates. Teams with geo-arbitrage can deliver stronger ROI.
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