Enterprise brands typically have complex, multi-channel marketing portfolios supported by robust martech stacks — and millions of dollars in play every month. Finding the right agency to leverage those assets effectively for the brand’s business priorities is a hugely important initiative.

Brands must consider many agency attributes in their search for the right fit, including:

• Whether agencies have experience relevant to the brand’s vertical
• Agencies’ track records in meeting or exceeding similar goals for similar brands
• Agencies’ approach to integration with large in-house teams

DMi Partners has worked with hundreds of enterprise brands since our founding in 2003. We’ve won and lost our share of RFPs — and in the latter case, it’s not uncommon for brands to come back to us after their first agency proved to be a less-than-ideal fit.

Of course, we’re not perfect either. Over the years, we’ve learned that there are ways to answer RFP questions that help brands understand whether or not we’re the right fit for them. (If we’re not, it’s better to recognize that early rather than staff up to support the brand — only to lose it after the first contract.)

Here’s the context we aim to provide in every RFP we enter — and what we recommend each brand assesses in their agency-hiring process.

1. Should you choose an agency based on experience in your brand’s vertical?

No, you should choose an agency based on a balanced evaluation. In my experience, a question of vertical experience isn’t quite the right question to ask. Brands tend to over-emphasize vertical experience when the agency’s size and maturity are more important.

Most brands we work with are in large verticals (e.g., retail), where an agency’s broader experience can still apply effectively to their goals.

There are exceptions — for instance, highly endemic categories like healthcare, where administrative and compliance issues make vertical experience and certifications required, not just nice to have.

Where that’s not the case, I recommend choosing an agency based on a balance of vertical experience, capabilities, approach, transparency, and team fit.

2. How important is an agency’s track record of relevant success?

Understanding an agency’s track record is very important, and brands should always verify this through case studies and references — and immediately eliminate agencies that can’t provide them. But they shouldn’t stop there.

Follow up with questions that push agencies to show their work — both what they did to achieve past results and what they would plan to do to meet your goals.

Look for details such as:

• What kind of deliverables and commitments did the agency make to reach those results?
• Does the agency distinguish between incremental vs. non-incremental results?
• Do they separate net-new vs. existing customers when referencing conversions and acquisition?
• How many team members will be dedicated to your account?
• What reporting cadence, detail level, and insights will they commit to?
• What’s their turnaround time to address brand questions?
• What’s their turnaround time for ad hoc requests?

Remember: testimonials can come from friends, and statistics can be cherry-picked. Go deeper to understand how far an agency will go to meet or exceed your goals.

3. Should you focus on how many resources the agency will have on your account?

Yes, and it is a good starting point, but a better question is: How does the agency plan to integrate its team members with yours?

For enterprise brands — unlike SMBs with small marketing teams — integration is critical.

Each brand’s internal setup must be factored into the RFP process. If you need a holistic solution provider that can bring proactive strategy to C-level or board meetings, that’s very different from needing an agency to fill a tactical gap.

First, define the specific needs you’re looking to fill, and then craft RFP questions that draw out the most revealing answers.

4. What if marketing budgets or goals change in the middle of the RFP process?

Even during the RFP process, your brand has every right to adjust questions as you go. Agencies that are willing to adapt to new goals, KPIs, or budget shifts show the flexibility that defines a strong long-term partner.

I’ve yet to see a brand-agency partnership where everything stayed perfectly on course. That’s why you should heavily weigh an agency’s agility and resourcefulness in your final decision.

If you’re looking for an agency that will go the extra mile to prove they’re the right partner for your marketing goals, DMi Partners is always ready to chat. Drop us a line at info@dmipartners.com to start the conversation.