Actions- A checklist of real-world action items for effectively selecting outside marketing resources

Build a short list.

Think quality, not quantity. Find no more than five companies that appear to fit the profile. Enlist help by:

• Consulting with a trusted source (like MidMarketer). Our shortened Certified Resources list pre-qualifies companies, saving you time and delivering a range.
• Ask colleagues or industry partners for names.
• Search online for specific keywords. Avoid general terms and try to narrow it down from there. Specifically use “mid-sized” in your searches.

Talk to each organization.

With short list in hand, use a “mini-RFP” as reference while speaking with each one. Don’t send them questions before hand. Questions can always be forwarded for “clarification” after the conversation. Talking with the prospective resource is crucial. Make sure that you feel comfortable with their personality and direction first. Then share your situation. Don’t give them too much information before this conversation. Otherwise, they may tailor all of the answers to your situation.

Include these five questions in your first conversation:

How have you helped mid-sized companies like mine before? What percentage of your clients are mid-sized? (Use this question to understand where you’ll fit in their mix. You don’t want to be the smallest client, nor be the largest.)
Why would you want my organization as a client? (Keep this question open-ended. Try to understand what value they see in working with you. Don’t settle for a short, canned response like “because we’ll do a great job.” Keep probing “why” until your satisfied.

How can you help us take our efforts to the next level? (Learn where they excel, and if they truly desire to help you grow. This is especially important for new technologies, or areas where you lack specific expertise.)

What kind (if any) of client communication and education do you offer? How will you keep me informed about the industry/medium/software? (Here you can learn how much support you can expect. A short conversation on this may indicate a red flag. You learn how much they really want to talk to you-that is, if they are more self-serve than full-serve.)

A worthy resource already has mechanisms in place to keep you informed in their area of expertise. Try to find out in advance how much information and update will be free, and what will cost extra.
Give me an example of a client that’s not a good fit for you. (A discussion about what is NOT a good fit for them can be very telling about what is a good fit. Again, don’t just settle for a short canned sales answer, but ask “why?”)
The end of this conversation (if you feel they are still a potential fit) is a perfect time to ask for pricing, and get a proposal.

Complete your own RFP.

Create a small excel file listing each resource, along with criteria you value most. Fill in answers or “grades” based on your conversations. This will help you objectively review the options. Don’t be too objective though-you’ll most likely need to work with this resource and you should enjoy working with your partners.

Schedule Time.

Once you’ve made your selection, immediately schedule a meeting (in person if appropriate) for three months out. (This is in addition to any startup/implementation meetings.) So often, MidMarketers bring on new resources, but don’t regroup with the new relationship because they’re too busy putting out fires. This is very unfortunate because most mistakes, bad habits, miscommunication and speed-bumps occur in the first few months. So be sure to set up this critical follow-up meeting.
Create an agenda for the 3-month meeting to include questions and issues like:

• Are your expectations being met?
• Detail what you’d like to see from them moving forward
• Are their expectations being met?
• What do they need from you moving forward?
• How often should “regroup” meetings occur in the future?