Tough Questions Every Client Should Ask Their Agency

3 min

Tough Questions Every Client Should Ask Their Agency

Choosing a marketing agency can make or break your business growth. To ensure a successful partnership, you need to ask the hard-hitting questions that hold the agency accountable and ensure they can meet your expectations. Here are ten questions every client should ask their agency, organized by topic.

Strategy and Processes

  1. What are your processes for developing a marketing strategy?

Understanding the agency's approach to crafting a marketing strategy is fundamental. You need to ensure that their processes are robust, data-driven, and tailored to your unique needs. This includes how they conduct market research, identify target audiences, and create strategic plans. Shared knowledge is what wins at marketing, so how do they get and then leverage insights to benefit your business? 

  1. Does your agency have a systematic approach to managing the marketing, and what is it?

A systematic approach is crucial for maintaining continuity and clarity across all marketing efforts, creating a compounding effect rather than competing efforts. Ask them to describe how they ensure all marketing initiatives are aligned and working together, harmoniously. 

  1. When the strategy doesn't work, how quickly do you pivot, and what guides your pivot?

Agencies should be proactive in adjusting their strategies when initial plans don't yield the expected results. Ask them how they monitor campaign performance, the indicators they watch for, and their process for making necessary adjustments. Understanding their agility and responsiveness in changing tactics can reveal their commitment to achieving your goals.

Accountability and Transparency

  1. What were your biggest failures with past clients, and how did you handle them?

Every agency has faced failures, in marketing it’s a feature, not a flaw. Challenge them to discuss their biggest mistakes and, more importantly, what they did to rectify those situations and what they learned. This will give you insight into their problem-solving skills and accountability. 

  1. How is the work held accountable, and who is responsible for this? How often do we review the work and the results together?

In order to achieve marketing success, it requires clear communication and regular adjustments to strategy. Ask how the agency ensures accountability for the work done, who is responsible for this oversight, and how frequently you will review progress together. Look for a commitment to pre-scheduled meetings to discuss results and necessary changes, ensuring continuous improvement and alignment with your goals.

Team and Expertise

  1. Who will be working on our account, and what is their experience?

It's important to know who will be handling your marketing efforts. Ask about the team members' qualifications, experience, and roles. Knowing who they are and the work they do is crucial, but you don’t necessarily have to meet the entire team. This helps ensure that experienced professionals will be working on your account and not just junior staff. 

  1. How do you ensure that your team is consistently updated with the latest industry trends and technologies?

An agency that doesn't stay updated is one that falls behind. Challenge them to explain their process for continuous learning and adaptation to new trends and technologies. This will reveal their commitment to staying relevant and effective.

  1. How do you incorporate feedback and collaborate with our internal team?

A successful partnership relies on collaboration. Ask how they plan to work with your internal team, incorporate feedback, and ensure that everyone is aligned towards common goals.

Technology and Outsourcing

  1. How do you utilize AI in your processes, and who manages these tools?

AI can significantly enhance marketing efforts, but it's important to know how it's used. Ask whether AI tools are managed by senior talent or interns. This will give you a clear picture of the level of expertise applied to your account.

  1. Is any part of your work offshored? If so, how do you maintain quality control and confidentiality?

Offshoring can affect the quality and consistency of your marketing efforts. Ensure the agency has robust quality control measures in place if they offshore any part of their work, and the confidentiality required by your business to stay secure.


Hard questions are not just about putting the agency on the spot but about ensuring they are the right fit for your business. These tough questions will help you dig deeper into their capabilities, accountability, and commitment to delivering results. By holding your prospective agency to a higher standard, you can secure a partnership that not only meets but exceeds your expectations, driving your business forward.

Ready to elevate your brand with a marketing agency that meets these high standards? Contact Deksia today to see how we can help you achieve your goals and drive your business forward.