# Demand generation agency scorecard

Use this scorecard to define the engagement before comparing agencies. Complete the buyer context and ownership map first. Then build a working shortlist of up to five firms and complete the same candidate record for each one. Three to five is a practical range when that many credible firms fit the same job. Two credible candidates are better than padding the list with the wrong partner model.

Use `Fits`, `Conditional`, `Does not fit`, `Unknown` or `Not applicable` for fit. `Unknown` means the available material does not answer the requirement. It is a research task, not a zero or a rejection.

Use `Public assertion`, `Documented case study`, `Written scope or contract`, `Buyer-verified reference` or `Unknown` for evidence. A public claim can justify a provisional, Conditional fit. It cannot confirm staffing, price, production volume, contract terms or outcomes.

## 1. Buyer decision context

| Field | Your answer |
|---|---|
| Company | Unknown |
| What we sell | Unknown |
| Ideal customer | Unknown |
| Sales motion | Unknown |
| Deal size and sales cycle | Unknown |
| What exists today | Team: Unknown; channels: Unknown; creative: Unknown; website: Unknown; data: Unknown; CRM: Unknown; sales coverage: Unknown |
| Main problem the partner must solve | Unknown |
| Primary brief type | Unknown: demand/pipeline, or broader brand/corporate communications/PR/events/market entry |
| Decision-period goal | Unknown |
| When the work must start or show evidence | Unknown |
| Approved fee and media range | Agency fee: Unknown; media: Unknown |
| Internal owner and available team | Unknown |
| What we will not outsource or allow | Unknown |

Do not leave a blank when the answer is unknown. Write `Unknown`. Keep agency fees, media, software, production and pass-through costs separate.

If the Must haves are mainly broader brand, corporate communications, PR, events or market-entry work, stop this demand-generation shortlist and write that brief first. Resume only when the primary job and required owner are clear.

## 2. Required ownership map

Priority must be `Must have`, `Should have`, `Optional` or `Not applicable`. Desired owner must be `Agency`, `Client`, `Shared`, `Not applicable` or `Unknown`. A blank row is Unknown; “full service” does not fill it.

| Workstream | Priority | Desired owner | Internal input | Evidence of success | Notes |
|---|---|---|---|---|---|
| Strategy and planning | Unknown | Unknown | Unknown | Unknown | ICP, positioning, channel plan, sequencing and experiments |
| Paid media | Unknown | Unknown | Unknown | Unknown | Access, builds, budget control, optimization and platforms |
| Creative production | Unknown | Unknown | Unknown | Unknown | Concepts, copy, design, video, revisions, volume and approvals |
| Content and organic demand | Unknown | Unknown | Unknown | Unknown | Research, writing, SME input, distribution and repurposing |
| Landing pages, website and CRO | Unknown | Unknown | Unknown | Unknown | Copy, design, development, testing and deployment access |
| Tracking and analytics | Unknown | Unknown | Unknown | Unknown | Instrumentation, attribution limits, reporting and decision reviews |
| CRM and revenue feedback | Unknown | Unknown | Unknown | Unknown | Lifecycle fields, routing, enrichment and pipeline feedback |
| Sales handoff or SDR execution | Unknown | Unknown | Unknown | Unknown | Qualification, follow-up, data, outreach, meeting acceptance and feedback |

## 3. Partner-model checkpoint

Judge the model from the complete context and ownership map. Do not select it from one field.

| Partner model | Fit | Reason tied to requirements | What must be confirmed |
|---|---|---|---|
| Paid-media specialist | Unknown | Unknown | Unknown |
| Full-service demand generation | Unknown | Unknown | Unknown |
| Outbound-led partner | Unknown | Unknown | Unknown |
| Category specialist | Unknown | Unknown | Unknown |
| Consultant | Unknown | Unknown | Unknown |

## 4. Candidate records

Complete one block for each actual candidate. Leave unused candidate blocks empty. Keep source facts separate from your analysis.

### Candidate 1

#### Candidate identity and source record

| Field | Record |
|---|---|
| Agency | Unknown |
| Partner model | Unknown |
| Primary service source | Unknown |
| Relevant proof sources | Unknown |
| Date checked | Unknown |
| What the sources establish | Documented facts: Unknown. Buyer analysis: Unknown. |
| Commercial relationship or placement | Unknown |

#### Candidate comparison record

| Field | Record |
|---|---|
| Best fit | Unknown |
| Likely mismatch | Unknown |
| Documented positioning | Unknown |
| What our team must provide | Unknown |
| Engagement shape | Unknown |
| Agency fee and minimums | Agency fee: Unknown; media: separate and Unknown |
| Proposed team and seniority | Unknown |
| How decisions and outcomes are reviewed | Unknown |
| Most relevant proof | Claim: Unknown; evidence grade: Unknown; source: Unknown; checked: Unknown; buyer/context: Unknown; work owned: Unknown; period: Unknown; stated outcome: Unknown; limit: Unknown |
| Dependencies and handoffs | Unknown |
| Category or account conflicts | Unknown |
| Contract and exit terms | Term: Unknown; notice: Unknown; renewal: Unknown; IP: Unknown; account ownership: Unknown; data portability: Unknown |
| Decision risks | Unknown |
| Questions still open | Question: Unknown; owner: Unknown; due date: Unscheduled |

#### Ownership by workstream

Record owner as `Agency`, `Client`, `Shared`, `Not applicable` or `Unknown`. Fit uses the fit vocabulary.

| Workstream | Owner | Source | Fit |
|---|---|---|---|
| Strategy and planning | Unknown | Unknown | Unknown |
| Paid media | Unknown | Unknown | Unknown |
| Creative production | Unknown | Unknown | Unknown |
| Content and organic demand | Unknown | Unknown | Unknown |
| Landing pages, website and CRO | Unknown | Unknown | Unknown |
| Tracking and analytics | Unknown | Unknown | Unknown |
| CRM and revenue feedback | Unknown | Unknown | Unknown |
| Sales handoff or SDR execution | Unknown | Unknown | Unknown |

#### Fit by requirement

Copy every `Must have` and `Should have` from section 2. Add one row per requirement.

| Requirement | Priority | Fit | Source pointer | Reason |
|---|---|---|---|---|
| Unknown | Unknown | Unknown | Unknown | Unknown |

**Current decision:** Hold for evidence  
**Why:** Requirements and evidence are not yet complete.

### Candidate 2

#### Candidate identity and source record

| Field | Record |
|---|---|
| Agency | Unknown |
| Partner model | Unknown |
| Primary service source | Unknown |
| Relevant proof sources | Unknown |
| Date checked | Unknown |
| What the sources establish | Documented facts: Unknown. Buyer analysis: Unknown. |
| Commercial relationship or placement | Unknown |

#### Candidate comparison record

| Field | Record |
|---|---|
| Best fit | Unknown |
| Likely mismatch | Unknown |
| Documented positioning | Unknown |
| What our team must provide | Unknown |
| Engagement shape | Unknown |
| Agency fee and minimums | Agency fee: Unknown; media: separate and Unknown |
| Proposed team and seniority | Unknown |
| How decisions and outcomes are reviewed | Unknown |
| Most relevant proof | Claim: Unknown; evidence grade: Unknown; source: Unknown; checked: Unknown; buyer/context: Unknown; work owned: Unknown; period: Unknown; stated outcome: Unknown; limit: Unknown |
| Dependencies and handoffs | Unknown |
| Category or account conflicts | Unknown |
| Contract and exit terms | Term: Unknown; notice: Unknown; renewal: Unknown; IP: Unknown; account ownership: Unknown; data portability: Unknown |
| Decision risks | Unknown |
| Questions still open | Question: Unknown; owner: Unknown; due date: Unscheduled |

#### Ownership by workstream

Record owner as `Agency`, `Client`, `Shared`, `Not applicable` or `Unknown`. Fit uses the fit vocabulary.

| Workstream | Owner | Source | Fit |
|---|---|---|---|
| Strategy and planning | Unknown | Unknown | Unknown |
| Paid media | Unknown | Unknown | Unknown |
| Creative production | Unknown | Unknown | Unknown |
| Content and organic demand | Unknown | Unknown | Unknown |
| Landing pages, website and CRO | Unknown | Unknown | Unknown |
| Tracking and analytics | Unknown | Unknown | Unknown |
| CRM and revenue feedback | Unknown | Unknown | Unknown |
| Sales handoff or SDR execution | Unknown | Unknown | Unknown |

#### Fit by requirement

Copy every `Must have` and `Should have` from section 2. Add one row per requirement.

| Requirement | Priority | Fit | Source pointer | Reason |
|---|---|---|---|---|
| Unknown | Unknown | Unknown | Unknown | Unknown |

**Current decision:** Hold for evidence  
**Why:** Requirements and evidence are not yet complete.

### Candidate 3

#### Candidate identity and source record

| Field | Record |
|---|---|
| Agency | Unknown |
| Partner model | Unknown |
| Primary service source | Unknown |
| Relevant proof sources | Unknown |
| Date checked | Unknown |
| What the sources establish | Documented facts: Unknown. Buyer analysis: Unknown. |
| Commercial relationship or placement | Unknown |

#### Candidate comparison record

| Field | Record |
|---|---|
| Best fit | Unknown |
| Likely mismatch | Unknown |
| Documented positioning | Unknown |
| What our team must provide | Unknown |
| Engagement shape | Unknown |
| Agency fee and minimums | Agency fee: Unknown; media: separate and Unknown |
| Proposed team and seniority | Unknown |
| How decisions and outcomes are reviewed | Unknown |
| Most relevant proof | Claim: Unknown; evidence grade: Unknown; source: Unknown; checked: Unknown; buyer/context: Unknown; work owned: Unknown; period: Unknown; stated outcome: Unknown; limit: Unknown |
| Dependencies and handoffs | Unknown |
| Category or account conflicts | Unknown |
| Contract and exit terms | Term: Unknown; notice: Unknown; renewal: Unknown; IP: Unknown; account ownership: Unknown; data portability: Unknown |
| Decision risks | Unknown |
| Questions still open | Question: Unknown; owner: Unknown; due date: Unscheduled |

#### Ownership by workstream

Record owner as `Agency`, `Client`, `Shared`, `Not applicable` or `Unknown`. Fit uses the fit vocabulary.

| Workstream | Owner | Source | Fit |
|---|---|---|---|
| Strategy and planning | Unknown | Unknown | Unknown |
| Paid media | Unknown | Unknown | Unknown |
| Creative production | Unknown | Unknown | Unknown |
| Content and organic demand | Unknown | Unknown | Unknown |
| Landing pages, website and CRO | Unknown | Unknown | Unknown |
| Tracking and analytics | Unknown | Unknown | Unknown |
| CRM and revenue feedback | Unknown | Unknown | Unknown |
| Sales handoff or SDR execution | Unknown | Unknown | Unknown |

#### Fit by requirement

Copy every `Must have` and `Should have` from section 2. Add one row per requirement.

| Requirement | Priority | Fit | Source pointer | Reason |
|---|---|---|---|---|
| Unknown | Unknown | Unknown | Unknown | Unknown |

**Current decision:** Hold for evidence  
**Why:** Requirements and evidence are not yet complete.

### Candidate 4

#### Candidate identity and source record

| Field | Record |
|---|---|
| Agency | Unknown |
| Partner model | Unknown |
| Primary service source | Unknown |
| Relevant proof sources | Unknown |
| Date checked | Unknown |
| What the sources establish | Documented facts: Unknown. Buyer analysis: Unknown. |
| Commercial relationship or placement | Unknown |

#### Candidate comparison record

| Field | Record |
|---|---|
| Best fit | Unknown |
| Likely mismatch | Unknown |
| Documented positioning | Unknown |
| What our team must provide | Unknown |
| Engagement shape | Unknown |
| Agency fee and minimums | Agency fee: Unknown; media: separate and Unknown |
| Proposed team and seniority | Unknown |
| How decisions and outcomes are reviewed | Unknown |
| Most relevant proof | Claim: Unknown; evidence grade: Unknown; source: Unknown; checked: Unknown; buyer/context: Unknown; work owned: Unknown; period: Unknown; stated outcome: Unknown; limit: Unknown |
| Dependencies and handoffs | Unknown |
| Category or account conflicts | Unknown |
| Contract and exit terms | Term: Unknown; notice: Unknown; renewal: Unknown; IP: Unknown; account ownership: Unknown; data portability: Unknown |
| Decision risks | Unknown |
| Questions still open | Question: Unknown; owner: Unknown; due date: Unscheduled |

#### Ownership by workstream

Record owner as `Agency`, `Client`, `Shared`, `Not applicable` or `Unknown`. Fit uses the fit vocabulary.

| Workstream | Owner | Source | Fit |
|---|---|---|---|
| Strategy and planning | Unknown | Unknown | Unknown |
| Paid media | Unknown | Unknown | Unknown |
| Creative production | Unknown | Unknown | Unknown |
| Content and organic demand | Unknown | Unknown | Unknown |
| Landing pages, website and CRO | Unknown | Unknown | Unknown |
| Tracking and analytics | Unknown | Unknown | Unknown |
| CRM and revenue feedback | Unknown | Unknown | Unknown |
| Sales handoff or SDR execution | Unknown | Unknown | Unknown |

#### Fit by requirement

Copy every `Must have` and `Should have` from section 2. Add one row per requirement.

| Requirement | Priority | Fit | Source pointer | Reason |
|---|---|---|---|---|
| Unknown | Unknown | Unknown | Unknown | Unknown |

**Current decision:** Hold for evidence  
**Why:** Requirements and evidence are not yet complete.

### Candidate 5

#### Candidate identity and source record

| Field | Record |
|---|---|
| Agency | Unknown |
| Partner model | Unknown |
| Primary service source | Unknown |
| Relevant proof sources | Unknown |
| Date checked | Unknown |
| What the sources establish | Documented facts: Unknown. Buyer analysis: Unknown. |
| Commercial relationship or placement | Unknown |

#### Candidate comparison record

| Field | Record |
|---|---|
| Best fit | Unknown |
| Likely mismatch | Unknown |
| Documented positioning | Unknown |
| What our team must provide | Unknown |
| Engagement shape | Unknown |
| Agency fee and minimums | Agency fee: Unknown; media: separate and Unknown |
| Proposed team and seniority | Unknown |
| How decisions and outcomes are reviewed | Unknown |
| Most relevant proof | Claim: Unknown; evidence grade: Unknown; source: Unknown; checked: Unknown; buyer/context: Unknown; work owned: Unknown; period: Unknown; stated outcome: Unknown; limit: Unknown |
| Dependencies and handoffs | Unknown |
| Category or account conflicts | Unknown |
| Contract and exit terms | Term: Unknown; notice: Unknown; renewal: Unknown; IP: Unknown; account ownership: Unknown; data portability: Unknown |
| Decision risks | Unknown |
| Questions still open | Question: Unknown; owner: Unknown; due date: Unscheduled |

#### Ownership by workstream

Record owner as `Agency`, `Client`, `Shared`, `Not applicable` or `Unknown`. Fit uses the fit vocabulary.

| Workstream | Owner | Source | Fit |
|---|---|---|---|
| Strategy and planning | Unknown | Unknown | Unknown |
| Paid media | Unknown | Unknown | Unknown |
| Creative production | Unknown | Unknown | Unknown |
| Content and organic demand | Unknown | Unknown | Unknown |
| Landing pages, website and CRO | Unknown | Unknown | Unknown |
| Tracking and analytics | Unknown | Unknown | Unknown |
| CRM and revenue feedback | Unknown | Unknown | Unknown |
| Sales handoff or SDR execution | Unknown | Unknown | Unknown |

#### Fit by requirement

Copy every `Must have` and `Should have` from section 2. Add one row per requirement.

| Requirement | Priority | Fit | Source pointer | Reason |
|---|---|---|---|---|
| Unknown | Unknown | Unknown | Unknown | Unknown |

**Current decision:** Hold for evidence  
**Why:** Requirements and evidence are not yet complete.

## 5. One-page finalist table

Rows are your Must haves and material Unknowns. Cells contain only a fit state plus a short source pointer.

| Requirement or material Unknown | Candidate 1 | Candidate 2 | Candidate 3 | Candidate 4 | Candidate 5 |
|---|---|---|---|---|---|
| [Must have] | Unknown: no inspected source | Unknown: no inspected source | Unknown: no inspected source | Unknown: no inspected source | Unknown: no inspected source |
| [Must have] | Unknown | Unknown | Unknown | Unknown | Unknown |
| [Material Unknown] | Unknown | Unknown | Unknown | Unknown | Unknown |

Do not add the fit states into a total. Buyer fit determines the decision; evidence strength determines confidence.

## 6. Decision log

Disposition must be `Shortlist`, `Hold for evidence` or `Exclude`. Exclude requires a confirmed mismatch with a Must have, buyer exclusion or operating constraint. Missing evidence alone produces Hold for evidence.

| Candidate | Provisional disposition | Reason tied to requirement and evidence | Missing evidence | Evidence owner | Due date | Next action |
|---|---|---|---|---|---|---|
| Candidate 1 | Hold for evidence | Unknown | Unknown | Unknown | Unscheduled | Unknown |
| Candidate 2 | Hold for evidence | Unknown | Unknown | Unknown | Unscheduled | Unknown |
| Candidate 3 | Hold for evidence | Unknown | Unknown | Unknown | Unscheduled | Unknown |
| Candidate 4 | Hold for evidence | Unknown | Unknown | Unknown | Unscheduled | Unknown |
| Candidate 5 | Hold for evidence | Unknown | Unknown | Unknown | Unscheduled | Unknown |

Decision date: `Unknown`

## 7. Final contract check

Recheck these items in candidate-specific proposal or contract language before signing.

| Check | Written answer | Source or clause | Status |
|---|---|---|---|
| Ownership of all eight workstreams | Unknown | Unknown | Unknown |
| Named team, seniority, allocation and day-to-day lead | Unknown | Unknown | Unknown |
| Relevant proof and what the agency actually owned | Unknown | Unknown | Unknown |
| Agency fee, media, tools, production and pass-through costs | Unknown | Unknown | Unknown |
| Ad, analytics, website and CRM account access | Unknown | Unknown | Unknown |
| Data ownership and portability | Unknown | Unknown | Unknown |
| IP ownership and reuse rights | Unknown | Unknown | Unknown |
| Contract term, renewal, notice and termination | Unknown | Unknown | Unknown |
| Reporting, decision cadence and attribution limits | Unknown | Unknown | Unknown |
| Offboarding deliverables and access transfer | Unknown | Unknown | Unknown |

If a decision-critical item remains Unknown, record its owner and deadline. Do not treat a verbal promise as written scope.