Resource 06 · Trust and control
Agency Accountability Checklist
Ten questions to get answered in writing before you sign with any marketing or technology partner, Anu included.
Watch
- The problem: you have paid for marketing or tech before and it did not work out
- The standard: what are they building, who owns your accounts, who approves what goes out, how is it reported
- The checklist: get it in writing, see a working example, know the separate costs and the exit
- What we would show: the exact recommended work, where you keep control, and the reporting
The problem
If a past vendor disappointed you, being careful with the next one is the right instinct.
A few basic answers, in writing, separate a partner you can hold accountable from one you have to take on trust.
What to look at
- Scope, item by itemWhat will exist at day 30, 60 and 90. 'Marketing support' is not a scope.
- OwnershipYour CRM, contacts, domains, ad accounts and data stay yours if you leave, in a usable format.
- ApprovalsWho approves texts, ads and AI-written messages sent under your name.
- MoneyAd spend in your own account, separate from the fee; third-party software costs listed; cancellation and renewal terms written down.
- ProofAsk for a working example or a reference who has agreed to be contacted. Screenshots of impressions are not reporting.
Do the exercise
Mark each answer as in writing, verbal only, or not answered. Four items are critical.
Partner accountability checklist
Use it during any vendor conversation, ours included. Critical items are marked.
- Exact 90-day scopeAsk: What exactly will be built and delivered in the first 90 days, item by item?
- You own your data, domains and CRMCriticalAsk: If we stop working together, which accounts, domains, contacts and data stay with me, and in what format?
- Approvals for texts, ads and AI contentCriticalAsk: What goes out under my name without my approval? Who approves texts, ads and AI-written messages?
- Ad spend ownershipCriticalAsk: Is the ad account in my name and billed to my card? Is the ad budget separate from your fee?
- Reporting cadence and sourcesAsk: How often do I get a report, and does it show source data (spend, leads, booked and held appointments), not only screenshots?
- Account handoffAsk: What is the handoff process and timeline if I leave?
- Cancellation and renewal termsCriticalAsk: What is the notice period, does anything renew automatically, and what do I owe if I cancel?
- Support and securityAsk: Who has logins to my accounts, how is access removed, and how do I reach support?
- Third-party feesAsk: Which software, texting or data costs are billed separately, and roughly how much?
- References or a working exampleAsk: Can I see a working example or speak to a client who has given permission to be contacted?
At least one critical answer (data ownership, approvals, ad spend or cancellation) is not in writing. Do not sign until it is.
Send these questions and ask for written answers
- If we stop working together, which accounts, domains, contacts and data stay with me, and in what format?
- What goes out under my name without my approval? Who approves texts, ads and AI-written messages?
- Is the ad account in my name and billed to my card? Is the ad budget separate from your fee?
- What is the notice period, does anything renew automatically, and what do I owe if I cancel?
- What exactly will be built and delivered in the first 90 days, item by item?
- How often do I get a report, and does it show source data (spend, leads, booked and held appointments), not only screenshots?
- What is the handoff process and timeline if I leave?
- Who has logins to my accounts, how is access removed, and how do I reach support?
- Which software, texting or data costs are billed separately, and roughly how much?
- Can I see a working example or speak to a client who has given permission to be contacted?
How to read your result
- Data ownership, approvals, ad-spend ownership and cancellation terms are critical. If any of them is only verbal, do not sign yet.
- Verbal answers are a start. Ask for them in the proposal or agreement.
- This checklist evaluates the partner's terms, not their results. Pair it with a working example you can see.
What Anu would build
A written 90-day scope, ownership and approval terms stated up front, ad spend kept in your own account, and reporting from source data.
Named client work is shown only with that client's written permission. No testimonials are shown on this page.
Go deeper in the Playbook
- Playbook 01.02Audit your CRM in one sittingKnow what you own before anyone else touches it.
- Playbook 01.03Define the five numbers you will run onAgree the numbers a partner will report on.
- Playbook 07.07Send your numbers to one weekly sheetSee where honest reporting data comes from.
- Playbook 08.01Build your weekly scorecard: nine numbers and their formulasHold any partner to a weekly scorecard.
Next step
Review what your actual first 30 days would include.
Ready to see how this applies to your business? A conversation with Nick is free and is not the paid program.
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