Questions That Reveal How They Work
Start with the mechanics of the relationship. Who will actually do the work, and who is your day-to-day contact? Many agencies sell with senior talent and deliver with junior staff, so ask directly who owns your account and how often you will speak with them. Ask how they onboard a new client and what the first ninety days look like.
Then probe their process. How do they decide what to prioritize when budgets are limited? How do they handle a campaign or channel that is underperforming? Strong answers are specific and show a repeatable system rather than improvisation. Vague answers about being agile are a sign that the process does not exist yet.
Questions That Reveal How They Measure Success
Ask what metrics they will hold themselves accountable to and how those connect to revenue, not just impressions or likes. A serious partner ties activity to outcomes you actually care about and will tell you which numbers are leading indicators versus vanity metrics.
Then ask what reporting looks like and how often you will receive it. Request to see a sample report. You want to understand not just what they will show you, but how they will explain it, what they will recommend next, and how they handle a month where the numbers dip.
Questions About Fit and Commitment
Ask about contract length, what is included in the retainer, and what triggers additional fees. Understand how they handle the end of the relationship — who owns the accounts, assets, and data if you part ways. A confident agency makes offboarding clean rather than holding your access hostage.
Finally, ask why they think they are a good fit for your specific business. The answer should reference your industry, your stage, and your goals, not a generic promise. CMG works as a done-for-you partner on monthly retainers with a curated portfolio of brands, which means fit is something we evaluate honestly on both sides before committing.
Key takeaways
- Find out who actually does the work and who your day-to-day contact will be.
- Insist on metrics tied to revenue and outcomes, not vanity numbers.
- Clarify contract terms, included scope, and what happens to your assets if you leave.
- The best answers are specific to your business, not recycled from the pitch deck.