Proposals at similar prices look alike, but they differ a lot in what you'll actually get. A fair comparison starts with the same criteria for every proposal.
The seven criteria
- Strategy: did they understand your problem?
- Team: who will actually work on your account?
- Scope: what exactly is written down?
- Measurement: how will you know it worked?
- Governance: reports, meetings and access.
- Pricing: does it match the scope?
- Risks: what if the plan doesn't work?
The cheapest proposal can cost the most if it never says how results are measured.
Ask everyone for the same information
Send every agency the same brief and the same questions, so the proposals you get back can actually be compared.
