Receiving a marketing quote is a moment when many people look at the amount first. But the amount alone says little: what matters is what is inside it, who does the work, how it is measured and what happens if things need to change. These questions suit any agency, freelancer or in-house person, including TMI. Whoever works well likes to hear them.
About what is included
- What is included, concretely? Deliverables, quantities, formats, deadlines. "Social media management" can mean very different things.
- What is not included? Extras charged separately: photography, video, ads, changes outside what was agreed.
- How many rounds of changes are there in each deliverable, and how are further ones charged?
About who does it and how
- Who is my contact, and who does the work day to day?
- How often do we speak, and through which channel?
- What information and access do you need from me, and by when?
About results and measurement
- How is the work measured, and what numbers will I receive? How often?
- What results do you forecast, and on what basis? Be wary of guarantees of position, enquiries or sales on fixed dates: nobody controls that.
- When is the work reviewed, to decide whether it continues, changes or ends?
About ownership and exit
- Who owns the accounts, files and rights of what is created (website, domain, profiles, ads, texts, images)? Accounts should be in the company's name.
- Is there a lock-in period, and what happens if I want to stop?
- What do I take with me if we end? Materials, access, documentation.
How to compare two or three proposals
Make a table with the same rows for each proposal: what is included, what is not, who does it, deadlines, measurement, ownership, lock-in and amount. Fill it in with what each proposal says and, where it says nothing, write "ask". Then ask. At the end, compare what you receive for the amount and not only the amount. A cheaper proposal that does not include half of what you need is not cheaper.
Warning signs
- Vague proposals, that do not say what is delivered.
- Guarantees of results on a fixed date.
- No reports or reports without numbers or decisions.
- Accounts in the name of whoever works and not the company.
- Rushing to close, with offers that "end today".
To prepare what you ask for, read how to prepare a brief, and to choose the format, agency, freelancer or in-house person. If you are deciding how much to invest in ads, read how to decide. In Digital Marketing, the quote is tailored and in writing before we start.
The comparison table
Open a sheet and make a table with one column per proposal and the same rows for all: what is included, what is not, who does it, deadlines, rounds of changes, measurement and reports, ownership of accounts and files, lock-in, amount. Fill it in with what each proposal says. Where it says nothing, write "ask" and send the questions in writing, so you have the answers in writing too. After receiving the answers, see where the differences weigh most: they are rarely only about the amount. Keep the table: in a year, it helps assess whether the choice was good.
In short
- The amount alone says little: what matters is what is included, who does it and how it is measured.
- Ask about inclusions, team, results, ownership and exit.
- Compare proposals in a table with the same rows.
- Be wary of guarantees of results, vague proposals and accounts in the name of whoever works.
Quick questions
Should I choose the cheapest proposal?
Only if it includes the same as the others. Compare what you receive for the amount, and not just the amount.
Can I ask for a trial period?
You can, and it is common. Agree in writing what is done in the period, how it is assessed and how the next step is decided.
Is a lock-in period normal?
In some services, yes. What matters is understanding the length, the cost of leaving and what you take with you, before signing.
Want a base for comparing proposals?
The exploratory call is a 30-minute conversation, at no cost. It gives a base for comparing proposals. You keep the written summary.
Book an exploratory call