Most agencies provide prospective clients with an account audit as part of their sales pitch. This typically serves two main purposes: to deliver immediate value (often with no obligation attached) and to prove they know what they’re doing. But how often do brand marketers flip the script and audit the agencies in their RFP process? I lead performance marketing at a marketing agency, so I’ll admit my perspective is biased. Still, after more than a decade in the field, I’ve watched too many brands accept “good enough” simply because they didn’t know which questions would expose weaknesses in a potential partner’s strategy and methodology. If I were a brand searching for a genuine growth partner, these are the exact questions I’d use to distinguish true top performers from everyone else. 1. What are your primary services, and what percentage of your clients use each one? Many agencies describe themselves as “full service,” but very few deliver “full excellence.” I’d want to see where an agency actually focuses its efforts versus where it’s just trying to upsell. The specific channels matter less (though if LinkedIn, for example, is a major growth lever for your brand, they must show real expertise there) than how well their strengths map to your needs. If an agency claims deep expertise in SEO, creative strategy, and paid media, yet 90% of its clients only hire them for paid search, that’s a warning sign. You want a partner whose core strengths directly support your primary…