Compare the agency behind the promise. Check meeting quality, delivery, proof and total cost before you sign.
30 weighted criteria. Six critical checks. The same standards for every agency, including LeadScorer.
Use the same target market, scope and time period for each agency. Set weights before reviewing proposals.
Default weights total 100. Any positive total is normalised to 100 points. Set a criterion to zero only when it is irrelevant to all three agencies. Critical checks cannot be switched off.
Proposed decision thresholds, not industry benchmarks. Keep the shortlist threshold above the pilot-review threshold.
Unknown is not zero. Leave a criterion unassessed while waiting for an answer. Select “Not supplied” only after requesting evidence and receiving nothing usable. Unfinished criteria earn no provisional points, but are not treated as confirmed failures.
This standalone tool calculates in your browser and does not submit your entries. Saving is optional. Use non-sensitive references; do not paste private prospect data. Export a backup before closing the page.
Rate each requirement from 0 to 5. Evidence limits the score: claims cap at 1, written specifics at 3, checked evidence at 5.
Currently evaluating: Agency A. Changes apply only to this agency.
Which companies belong in our campaign, and which must be excluded?
Ask to see: Written ICP with size, sector, geography, exclusions and examples.
3 / Meets the need: Specific account rules and exclusions are agreed before launch.
5 / Excellent: Buyer checks a sample against the rules; edge cases have a clear decision owner.
Watch for: A broad industry list is presented as a complete ICP.
Not assessed
Who should attend, and what role do they play in the buying decision?
Ask to see: Persona map; relevant titles, responsibilities and acceptable roles.
3 / Meets the need: Buying roles match the offer; job title alone is not treated as authority.
5 / Excellent: Buyer checks real role examples; champions, users and approvers are distinguished.
Watch for: Every senior title is treated as a decision maker.
Not assessed
How many relevant accounts and contacts can we actually reach?
Ask to see: Dated account-count method, sample sources and deduplication rules.
3 / Meets the need: Reachable counts, contact limits and market assumptions are explicit.
5 / Excellent: Counts are checked against a sample and a plan for re-contact and saturation.
Watch for: Large sending promises without a credible reachable-market estimate.
Not assessed
Why should this buyer respond to this offer through these channels?
Ask to see: Campaign brief; sample messages; channel rationale and approved claims.
3 / Meets the need: A specific buyer problem, offer and channel choice are explained.
5 / Excellent: Buyer reviews tailored messages and evidence for the proposed channel mix.
Watch for: Generic templates or more channels are sold as strategy.
Not assessed
What must our team supply or do for this campaign to work?
Ask to see: Responsibility list; sales capacity, reply ownership and follow-up plan.
3 / Meets the need: Inputs, approvals, sales owner and meeting capacity are agreed.
5 / Excellent: Workload and handoff are checked with the people who will do the work.
Watch for: Agency promises results without checking your sales capacity.
Not assessed
What must be true for a meeting to count as qualified?
Ask to see: Contract or scope defining account fit, role, need, interest and exclusions.
3 / Meets the need: Qualification is specific, written and agreed before launch.
5 / Excellent: Buyer tests good-fit and bad-fit examples against the written rules.
Watch for: Qualified means only that someone accepted a calendar invite.
Not assessed
What will the prospect know and agree to before the meeting?
Ask to see: Actual message or call examples and a meeting-confirmation example.
3 / Meets the need: Prospect understands the company, offer and reason for the conversation.
5 / Excellent: Buyer checks a message-to-meeting trail with clear, informed agreement.
Watch for: Misleading pretexts, false familiarity or undisclosed incentives.
Not assessed
How do you distinguish booked, held, qualified and sales-accepted meetings?
Ask to see: Metric definitions plus a sample CRM or reporting workflow.
3 / Meets the need: Each outcome has its own definition and is recorded separately.
5 / Excellent: Buyer traces sample records through the stages, including rejected meetings.
Watch for: Booked meetings are relabelled as attended or qualified.
Not assessed
How are no-shows, reschedules, duplicates and bad-fit meetings handled?
Ask to see: Written replacement, credit, rejection and dispute-window rules.
3 / Meets the need: Exceptions and remedy limits are clear for the chosen pricing model.
5 / Excellent: Buyer checks worked examples; the agreed process avoids double counting.
Watch for: Vague replacement promises or no way to challenge a bad-fit meeting.
Not assessed
What information reaches our seller before the call?
Ask to see: Redacted handoff with context, evidence, unknowns and next steps.
3 / Meets the need: Seller receives account fit, role, interest, context and open questions.
5 / Excellent: Buyer checks a complete sample and confirms CRM/calendar delivery.
Watch for: Only a name, company and calendar invitation are supplied.
Not assessed
How do you check relevance, freshness and duplicates before outreach?
Ask to see: Sample list, provenance, verification date and quality-control procedure.
3 / Meets the need: Documented checks cover account fit, contact accuracy and suppressions.
5 / Excellent: Buyer audits a sample and sees how errors are corrected before scaling.
Watch for: No sample, no source trail or no suppression check.
Not assessed
How are sending identities, authentication and channel risks managed?
Ask to see: Channel-specific setup checklist, monitoring and pause/escalation rules.
3 / Meets the need: Setup and controls reflect the actual providers and chosen channels.
5 / Excellent: Buyer reviews configuration or a live demo; alerts have named owners.
Watch for: Claims of guaranteed inbox placement or risk-free volume.
Not assessed
Who handles replies, questions, scheduling and rescheduling?
Ask to see: Named owner; service hours; response and escalation targets.
3 / Meets the need: Handling windows, routing and scheduling responsibilities are clear.
5 / Excellent: Buyer tests a reply scenario and checks an operating queue or sample log.
Watch for: Interested replies wait with no owner or handoff deadline.
Not assessed
What changes when reply quality or meeting quality is weak?
Ask to see: Review cadence; experiment log; sales-feedback and change process.
3 / Meets the need: A named person reviews results and tests specific changes.
5 / Excellent: Buyer inspects a past learning cycle with a change, result and next action.
Watch for: The only improvement plan is to send more messages.
Not assessed
Who does the work, and what is a realistic route to launch?
Ask to see: Team roles, account load, milestones, dependencies and backup cover.
3 / Meets the need: Staffing and ramp assumptions are explicit; client dependencies are named.
5 / Excellent: Buyer checks availability, delivery roles and a realistic milestone plan.
Watch for: Immediate scale promised without staffing or setup dependencies.
Not assessed
What will we pay in total, including tools and work our team must do?
Ask to see: Itemised proposal; setup, recurring, usage and pass-through costs.
3 / Meets the need: All charges and exclusions are written in one comparable scope.
5 / Excellent: Buyer reconciles the quote with the contract and a shared cost scenario.
Watch for: Low headline price hides required software, data or setup fees.
Not assessed
What exactly causes an invoice or performance fee to be due?
Ask to see: Contract language defining fixed fees, units, caps and billing timing.
3 / Meets the need: Billing events are precise for retainer, per-unit or hybrid pricing.
5 / Excellent: Buyer reconciles sample invoices with the event definitions.
Watch for: Billing definitions differ between sales pitch and contract.
Not assessed
What are the minimum term, renewal, notice and remedy limits?
Ask to see: Contract sections on duration, cancellation, renewal and credits.
3 / Meets the need: Commitment, notice dates and remedy conditions are readable and specific.
5 / Excellent: Buyer checks a cancellation and credit example against the agreement.
Watch for: Automatic renewal or credit conditions are unclear.
Not assessed
What supports the meeting estimate, and what could make it wrong?
Ask to see: Scenario with ramp, reachable contacts, booking, show and qualification assumptions.
3 / Meets the need: Forecasts distinguish assumptions, targets and contractual commitments.
5 / Excellent: Buyer checks assumptions against relevant evidence and a downside case.
Watch for: Forecast is treated as a guarantee without defined conditions.
Not assessed
What is included, what is extra, and who approves scope changes?
Ask to see: Responsibility matrix and change/approval process.
3 / Meets the need: Data, copy, channels, CRM tasks and client work are allocated clearly.
5 / Excellent: Buyer tests a scope-change example with price, owner and approval.
Watch for: Critical tasks sit between teams or trigger surprise fees.
Not assessed
Which results are genuinely relevant to our market and offer?
Ask to see: Case study with period, scope, target market, denominator and metric definitions.
3 / Meets the need: Evidence states what happened without relabelling the measured outcome.
5 / Excellent: Buyer checks underlying records or a reference; limitations are explicit.
Watch for: Revenue or meeting claims lack a period, scope or source.
Not assessed
Can we check a reference or inspect redacted delivery evidence?
Ask to see: Relevant reference, redacted records or a controlled live walkthrough.
3 / Meets the need: An appropriate way to inspect the claim is offered without exposing client data.
5 / Excellent: Buyer completes the check and resolves material inconsistencies.
Watch for: Uncheckable logos or references that do not support the stated claim.
Not assessed
Will reporting separate activity from useful sales outcomes?
Ask to see: Sample report covering replies, bookings, attendance, qualification and opportunities.
3 / Meets the need: Metrics and denominators are defined; relevant stages are reported separately.
5 / Excellent: Buyer traces records to the report and checks time windows and cohorts.
Watch for: Only sends, opens or calendar counts are reported.
Not assessed
How will accepted meetings and opportunities be linked back to outreach?
Ask to see: CRM field map, rejection reasons and attribution/feedback rules.
3 / Meets the need: Agency and client agree who records outcomes and how credit is assigned.
5 / Excellent: Buyer traces a sample opportunity and an excluded or rejected case.
Watch for: Agency claims all pipeline or revenue without an agreed attribution rule.
Not assessed
Can we inspect and export the records behind our report?
Ask to see: Sample export; access permissions; update cadence and field definitions.
3 / Meets the need: Usable access or exports cover agreed campaign and outcome fields.
5 / Excellent: Buyer opens an export and reconciles its records with the report.
Watch for: Only screenshots or summary numbers are available.
Not assessed
How will data use, opt-outs and market-specific rules be handled?
Ask to see: Source/permission rationale, suppression process, owners and market review.
3 / Meets the need: Appropriate data-use review and channel/market controls are documented.
5 / Excellent: Buyer reviews suppression handling and obtains specialist advice where needed.
Watch for: Opt-outs are ignored or public data is treated as automatic permission.
Not assessed
Who approves claims, sender identities and outreach messages?
Ask to see: Approval record, identity rules and escalation process.
3 / Meets the need: Sender identity is truthful; your team approves material claims and messaging.
5 / Excellent: Buyer checks live examples against approvals and a clear change log.
Watch for: Fake identities, fabricated familiarity or unapproved claims.
Not assessed
Who owns or may use domains, accounts, lists, copy and campaign records?
Ask to see: Asset register with ownership, licences, access and transfer limits.
3 / Meets the need: Rights and limitations are clear for each important asset.
5 / Excellent: Buyer checks access and a transfer example; any licence limits are workable.
Watch for: All assets are called yours but access or licences say otherwise.
Not assessed
Who can access our data, and how is access controlled and removed?
Ask to see: Access controls, subprocessors, retention and incident-response information.
3 / Meets the need: Need-to-know access, account controls and data-handling duties are documented.
5 / Excellent: Buyer reviews relevant controls or a walkthrough and closes critical gaps.
Watch for: Shared credentials, unknown subprocessors or no access-removal process.
Not assessed
What happens to active replies, opt-outs and campaign context when we leave?
Ask to see: Handover checklist, timing, responsible owners and retention/deletion terms.
3 / Meets the need: A usable exit process preserves essential context and suppression handling.
5 / Excellent: Buyer checks an export or handover rehearsal, subject to lawful/licensed limits.
Watch for: Active conversations or suppression history cannot be handed over safely.
Not assessed
Evidence must be relevant. A supplied document is not automatically verified. Verified means you checked the relevant record, process, contract or reference and resolved material inconsistencies. It does not mean externally certified, and it does not guarantee delivery.
Pass needs a specific evidence note. Resolve means an open condition. Fail means a confirmed unacceptable issue, not simply missing information.
Pass only when: Written qualification, exclusions, measured outcomes and billing trigger are understood and accepted.
Missing or conflicting definitions must be fixed before launch.
Pass only when: No fabricated identity, false claims, deceptive meeting pretext or unapproved material promises.
Unclear approvals need review; confirmed deception is a fail.
Pass only when: Appropriate market/channel review, suppression handling and accountable owners are in place.
Missing review is unresolved, not proof of illegality; refusal to respect applicable obligations is a fail.
Pass only when: Total charges, minimum commitment, renewal, notice, credits and dispute terms are clear and acceptable.
Unexplained costs or unacceptable contractual exposure must be resolved.
Pass only when: Material claims checked so far have no unresolved contradiction or evidence of fabrication.
An unverified claim is unresolved; confirmed falsification is a fail.
Pass only when: Critical data access, security duties and a workable exit/handover are agreed, with licence limits disclosed.
Unacceptable access, security or continuity risks must be resolved.
Compare retainers, per-meeting fees and hybrid pricing against qualified meetings that actually take place.
Use the agency buttons above to enter each scenario. Enter an explicit zero for an absent charge. Leave unknowns blank.
Bookings, attendance and qualification must describe the same cohort. Use monthly averages that include ramp. No FX conversion is performed. Taxes, foreign-exchange charges and extra contract obligations are included only when entered. Use Custom or other-period costs for caps, minimums or tiering, and explain the calculation.
| Area | Default weight |
|---|---|
| Market & offer fit | 15% |
| Meeting quality | 25% |
| Delivery & improvement | 20% |
| Commercial terms | 15% |
| Proof & reporting | 15% |
| Risk & continuity | 10% |
Meeting quality has the largest proposed weight because this framework is built around useful sales conversations. Change the weights to reflect your needs before scoring.
Not supplied: cap 0. Claim only: cap 1. Documented: cap 3. Verified: cap 5. Documented and Verified entries need a specific source reference. Unfinished criteria earn zero provisional points without inflating the remaining weights.
| Condition | Default outcome | Meaning |
|---|---|---|
| Any critical check fails | Do not proceed | The points do not override a confirmed unacceptable issue. |
| A critical issue remains open | Resolve critical issues | Fix or clarify the issue before committing. |
| Critical checks or active criteria incomplete | Complete the assessment | A partial result is not a buying verdict. |
| All checks pass, complete, score 80+ | Shortlist | Move to your final checks; success is not guaranteed. |
| All checks pass, complete, score 65–79.9 | Clarify before pilot | Close evidence or capability gaps before a controlled engagement. |
| All checks pass, complete, score below 65 | Not ready to shortlist | Current evidence does not support shortlisting under these settings. |
A decision aid, not a prediction. LeadScorer created these weights, anchors, evidence caps and thresholds as a proposed buyer framework. They are not independently validated benchmarks. No real agency is pre-scored. Neither performance pricing nor a retainer earns an automatic advantage.
Agree your target market and outcome definition first. Ask each provider for the same evidence. Complete the six critical checks, score the 30 requirements, then compare the full cost under one scenario. Record the remaining conditions before you sign.
No pricing model earns extra points here. Check what triggers payment, what quality controls exist, who carries each risk, and the full cost. A clear retainer can compare well with a clear performance or hybrid offer.
Start with the proposal and relevant contract terms, a sample account list, example messages, a redacted meeting handoff, a sample report, relevant outcome evidence and a clear exit process. A live walkthrough or redacted evidence can protect client confidentiality.
Set its shared weight to zero before comparing providers. This excludes it for all agencies. For a channel-specific question, assess the controls appropriate to the channels actually proposed. The six critical checks remain active.
No. You may enter a high raw rating, but a claim-only answer is capped at 1. Written specifics are capped at 3. A 4 or 5 needs relevant evidence you have checked and a reference recorded in the tool.
No. It records your procurement assessment under explicit rules. It does not certify compliance, independently audit an agency or guarantee a sales outcome. Review market- and channel-specific duties with qualified advisers.
Primary sources support the due-diligence questions, not the weights or agency ratings. Reviewed 26 September 2026. Re-check the live guidance before relying on it; the ICO flags its B2B guidance as under review.
Sender controls. Google's requirements are provider- and sender-specific; this scorecard does not set a universal safe sending limit.
US commercial-email due diligence: truthful information, opt-outs and responsibility. Not a global legal checklist.
UK data and channel due diligence. Rules vary by channel and recipient type. The ICO flags this guidance as under review.
Related reading on billing units and total cost. First-party guidance, not independent vendor evidence.
Related reading on written qualification and exclusions. Apply the same requirements to LeadScorer.
Related reading on context-rich handoffs. Published examples are illustrative, not proof of a vendor's delivery.
Use the scorecard to evaluate LeadScorer alongside any other provider.