# Demand generation agency evidence-request checklist

Use this checklist after a finalist call. Ask for enough evidence to decide whether the candidate fits your scope. Redacted scopes, reports and contract clauses are enough for many checks. Do not ask for confidential client data or credentials.

A promised item remains `Unknown` until you receive and inspect it. Logos, awards, badges, roundup mentions and broad service claims do not prove delivery or results.

## Evidence grades

- `Public assertion`: the agency describes the service or claim on a current first-party page.
- `Documented case study`: an identifiable first-party case documents the client situation, work and outcome with enough context to inspect.
- `Written scope or contract`: current, candidate-specific language confirms the responsibility or term.
- `Buyer-verified reference`: the buyer checked the claim with a client reference and recorded the date and notes.
- `Unknown`: no inspected source supports the entry.

## Master request record

Make one copy for every claim or requirement. Keep the claim narrow enough that one record can say what the evidence establishes.

| Field | Record |
|---|---|
| Candidate | Unknown |
| Claim or requirement being checked | Unknown |
| Requested item | Unknown |
| Why it matters to this buyer | Unknown |
| Received URL/file/reference contact | Unknown |
| Date received | Unknown |
| Evidence grade | Unknown |
| What it establishes | Unknown |
| What it does not establish | Unknown |
| Comparable buyer/context | Unknown |
| Work the agency actually owned | Unknown |
| Time period and denominator for any result | Unknown |
| Reviewer | Unknown |
| Status | Unknown |
| Follow-up owner and due date | Owner: Unknown; due date: Unscheduled |

Status must be `Verified for this decision`, `Partly verified` or `Unknown`.

## Default request plan

| Request | Claim or requirement being checked | Why it matters | Received item | Evidence grade | Status | Owner and due date |
|---|---|---|---|---|---|---|
| Redacted proposal or scope showing deliverables, cadence, limits and revision assumptions | Included work and ownership | Broad service labels do not define delivery | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Brief and scope boundary separating demand/pipeline work from brand, corporate communications, PR, events and market-entry work | Correct procurement path | A broad agency label can hide a different primary job | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Proposed team chart with roles, seniority, allocation and day-to-day owner | Team and staffing | The sales team may differ from the delivery team | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Recent comparable case or reference with starting condition, work owned, period and stated outcome | Relevant proof | A result only supports the work and context it documents | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Sample reporting and decision-review agenda | Measurement and operating cadence | Reports should show how decisions get made | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Tracking, CRM and sales-feedback responsibility map | Measurement, CRM and handoff ownership | Gaps between systems often create unowned work | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Creative, content and landing-page production examples relevant to the proposed scope | Production capability and quality | Samples must match the work the agency would own | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Account access, data ownership, IP and offboarding terms | Control and portability | The buyer needs continued access during and after the engagement | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Agency fee, media, tooling, production and pass-through cost breakdown | Commercial fit | Unknown price is not $0, and media is not an agency fee | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Contract term, renewal, notice and termination terms | Exit terms | A good operating fit can still have unacceptable terms | Unknown | Unknown | Unknown | Unknown / Unscheduled |
| Conflict policy and current category conflicts | Conflicts and exclusions | A confirmed conflict can violate a buyer constraint | Unknown | Unknown | Unknown | Unknown / Unscheduled |

## Review notes for each default request

For each row above, complete a Master request record. In particular:

1. Name what the item proves and what it leaves unanswered.
2. Record who did the work. A case result does not prove the agency owned media, creative, web and CRM unless the case says so.
3. Record the time period and denominator for any result. If either is absent, keep that limit visible.
4. Record conflicts between sources with both URLs and dates. Do not silently replace one statement with another.
5. Keep a promised item `Unknown`. Do not mark it Partly verified because someone said it would arrive.

## Candidate evidence summary

| Requirement | Inspected evidence | Grade | What it establishes | Remaining limit | Status |
|---|---|---|---|---|---|
| Strategy and planning | Unknown | Unknown | Unknown | Unknown | Unknown |
| Paid media | Unknown | Unknown | Unknown | Unknown | Unknown |
| Creative production | Unknown | Unknown | Unknown | Unknown | Unknown |
| Content and organic demand | Unknown | Unknown | Unknown | Unknown | Unknown |
| Landing pages, website and CRO | Unknown | Unknown | Unknown | Unknown | Unknown |
| Tracking and analytics | Unknown | Unknown | Unknown | Unknown | Unknown |
| CRM and revenue feedback | Unknown | Unknown | Unknown | Unknown | Unknown |
| Sales handoff or SDR execution | Unknown | Unknown | Unknown | Unknown | Unknown |
| Team and seniority | Unknown | Unknown | Unknown | Unknown | Unknown |
| Fees and minimums | Unknown | Unknown | Unknown | Unknown | Unknown |
| Access, data and IP | Unknown | Unknown | Unknown | Unknown | Unknown |
| Contract and exit | Unknown | Unknown | Unknown | Unknown | Unknown |
| Conflicts | Unknown | Unknown | Unknown | Unknown | Unknown |

Reviewer: `Unknown`  
Review date: `Unknown`  
Decision affected: `Unknown`