Hiring a marketing agency isn’t like ordering takeout. You can’t just say “surprise me” and hope for the best. The agencies worth your time are strategic partners, not mind readers. They want specifics.
That means before you even start Googling “best marketing agency near me” or hopping onto LinkedIn to scroll through flashy case studies, you need to know exactly what you’re looking for. Without clarity, you’ll end up with mismatched expectations, wasted budget, and a whole lot of “this isn’t quite what we had in mind.”
Defining your needs upfront is how you get the right agency. One that not only understands your business but can actually move the needle. Let’s break it down.
Identify Your Top Business Goals
Here’s the truth: “We want more sales” is not a goal. Well, technically it is, but it’s too broad to be useful. Agencies thrive when you hand them focused, measurable objectives they can build strategies around.
Are you looking to grow your email subscriber list by 20% in six months? Boost organic website traffic by 50% over the next year? Launch a new product and create enough buzz to make your competitors sweat? These are specific goals an agency can turn into action.
The more targeted you are, the easier it is to find an agency that aligns with your priorities. For example, if your main objective is to break into TikTok, you’ll want a partner with proven expertise in short-form video content (not one that specializes in B2B LinkedIn lead gen).
Here’s a pro tip: rank your goals. Agencies can’t (and shouldn’t) try to do everything at once. If you tell them what matters most, they can prioritize their efforts for maximum impact.
Audit What You’re Already Doing
Before you hand over the keys to your marketing, take a hard look at what’s working and what’s not. Think of it like spring cleaning for your strategy, except instead of old Tupperware lids, you’re tossing outdated tactics.
This step is part honest self-assessment, part detective work. Dive into your analytics. Which channels are delivering results? Which ones feel like you’re shouting into the void? Maybe your email marketing gets great engagement, but your SEO efforts haven’t budged in months. Or maybe you’ve been pouring money into paid ads with little to show for it.
An agency will want to know what assets and data you already have so they can hit the ground running. The clearer your current picture, the faster they can diagnose gaps and spot opportunities.
Bottom line: your audit isn’t about proving you’ve done everything perfectly. It’s about giving your future agency the context they need to avoid reinventing the wheel.
Set Your Budget and Timeline
Talking about money usually isn’t, but it’s necessary. You can’t expect an agency to propose the perfect plan if they don’t know what they’re working with. Your budget sets the guardrails, and your timeline defines the pace.
Be realistic here. If you want to double your revenue in three months with a shoestring budget… well, you might also want to invest in a time machine. Growth takes time and resources. And the agencies you want to work with will tell you that straight up.
That doesn’t mean you need a massive corporate budget. It just means you should align your expectations with what’s possible. Decide how much you can invest (whether a fixed monthly retainer or project-based spend) and communicate it clearly from the start.
On the timeline side, think about your business cycles. Do you have an upcoming product launch? A seasonal sales peak? A funding deadline? These milestones can help agencies design strategies that fit your calendar, not just the other way around.
Define What Success Looks Like
“Success” is a slippery word. To you, it might mean generating a certain number of leads. To your agency, it might mean increasing brand awareness. And if those definitions don’t match, you’re in for some awkward conversations down the road.
This is where KPIs come in. The clearer you are about the metrics you care about, the better your agency can track, measure, and report results.
Maybe your version of success is hitting a specific ROAS. Maybe it’s a certain ranking in Google search results. Or maybe it’s social engagement that goes beyond likes to actual community-building.
Whatever it is, get specific and agree on how it will be measured. That way, everyone’s working toward the same scoreboard and you can celebrate wins without confusion.
Gather All the Info Agencies Will Ask For
Think of this step as your pre-agency homework. The more information you bring to the table, the more productive your first conversations will be.
Agencies will often want to know your brand’s backstory, target audience, current marketing channels, analytics access, and even creative assets (like logos and brand guidelines). They might also ask about your competitors, your industry trends, and your past marketing wins and losses.
If you don’t have all of this organized yet, start now. Put together a central document or folder that includes:
- A short brand overview (mission, vision, values)
- Audience personas or demographic data
- Recent performance reports
- Creative assets and style guides
- Any non-negotiables (brand tone, messaging rules, etc.)
Doing this prep work saves everyone time and it shows the agency you’re serious about the partnership.
How Breef Makes the Process Easier
Defining your needs is the hard part. Finding the right agency should be the easy part (enter Breef 👋🏻).
Instead of spending weeks sending cold emails, sitting through endless intro calls and generic pitches, Breef connects you with agencies already vetted for your needs. You tell us your goals, budget and priorities, and we'll match you with curated agencies that actually fit.
Think of it as your shortcut to the right partner. You skip the trial-and-error and go straight to reviewing proposals from top-notch agencies ready to deliver.
Whether you need a nimble boutique team or a powerhouse agency with a global footprint, Breef’s platform puts the right options in front of you so you can get back to focusing on your business instead of playing agency roulette.
Final Thoughts
Hiring a marketing agency is one of the most important business decisions you can make. But without a clear sense of your goals, resources, and expectations, even the most talented agency will struggle to deliver the results you want.
By defining your needs upfront like identifying goals, auditing current efforts, setting a realistic budget, outlining success metrics, and gathering essential info, you set the stage for a productive, long-term partnership.
Want to skip the chaos of finding that perfect partner → book a demo call with Breef 🚀
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