Agree the next scope and approval process or document a clean, respectful handover.
The situation
In this fictional brief, the team cannot connect campaign activity to qualified enquiries. The buyer wants an agreed definition of a qualified enquiry and a usable reporting baseline. Your offer is a 30-day campaign planning and measurement engagement, but you must first establish whether its scope addresses the actual need.
A relevant delivery constraint is that the client must approve claims and creative before launch. Treat that as a fact in the exercise; do not remove it to make the sale easier.
| Your counterpart | a founder who has paid for campaigns without clear reporting |
|---|---|
| Offer under discussion | a 30-day campaign planning and measurement engagement |
| Evidence available | a sample campaign brief showing audience, offer, source and qualification fields |
| Terms to clarify | Keep media spend, agency fees and production costs separate. |
How to approach renewal or repeat-engagement conversation
A useful question for this stage: “If we were deciding from scratch today, what would you keep, change or stop?” Ask it when the conversation creates a reason for it, rather than reciting every question in order.
- Compare delivered work with the original scope. Discuss unresolved issues and changed priorities. Propose the next scope on current needs.
- Ground the discussion in the buyer’s work. Ask: “What makes an enquiry worth your sales team’s time?” Listen for a concrete example before making a claim.
- Use evidence relevant to the decision: a sample campaign brief showing audience, offer, source and qualification fields. Explain what it demonstrates and what remains unverified.
- Agree the next scope and approval process or document a clean, respectful handover.
Example exchange
An illustrative exchange. Real conversations will take a different path.
SellerWhat has been useful so far, and what still needs to change?
BuyerOur concern is that the team cannot connect campaign activity to qualified enquiries. Also, the client must approve claims and creative before launch.
SellerWhat makes an enquiry worth your sales team’s time?
BuyerThe last agency sent reports but no useful leads.
SellerLet us define a useful enquiry together and agree what evidence would show whether this test is working.
SellerIf we were deciding from scratch today, what would you keep, change or stop?
An industry-specific concern
Buyer: “The last agency sent reports but no useful leads.”
Possible response: “Let us define a useful enquiry together and agree what evidence would show whether this test is working.”
Why this response helps: it acknowledges the concern, brings the discussion back to a verifiable requirement and leaves room for a different decision. Adapt the wording to what the buyer actually said.
Run the practice
- Prepare for two minutes. One person takes the seller role and one plays a founder who has paid for campaigns without clear reporting. Read the offer and constraint separately from your preferred answer.
- Have a five-minute conversation focused on review delivered work and current needs before proposing the next period or engagement. The buyer should answer consistently with the brief and ask for evidence when a claim is vague.
- Add this challenge: The buyer is broadly happy but cannot identify a reason to continue at the same level. Discuss right-sizing or ending the engagement.
- Pause for feedback. Quote one useful question and one missed opportunity. Repeat the difficult exchange using a different response.
- Finish by writing the actual agreement. A sensible option, when it fits, is to test one offer for one audience with a written budget cap. A clear decision to pause is also a useful outcome.
What to avoid
| Common mistake | Assuming a satisfied contact has approved another contract. |
|---|---|
| A stronger direction | Let us review the evidence and priorities before deciding whether the same arrangement still fits. |
| Scope and claim boundary | Do not guarantee leads, revenue or return on ad spend. |
| What to measure in real work | cost per qualified enquiry alongside the qualification rate. Establish a baseline and definition before interpreting a change. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: the team cannot connect campaign activity to qualified enquiries; the client must approve claims and creative before launch.
Example: If we were deciding from scratch today, what would you keep, change or stop? Industry question: What makes an enquiry worth your sales team’s time?
Example: a sample campaign brief showing audience, offer, source and qualification fields. Do not guarantee leads, revenue or return on ad spend.
Example: Propose a clear next step, such as: test one offer for one audience with a written budget cap. Confirm the owner and date.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
Who is this marketing agencies exercise for?
Founders, salespeople and account managers preparing for a conversation about a 30-day campaign planning and measurement engagement. Adapt the brief to your real offer and authority before using it at work.
Can I use the example as a script?
Use the questions as prompts. Listen and respond to the buyer’s actual meaning. The target is to review delivered work and current needs before proposing the next period or engagement, not to deliver a memorised speech.
How should I assess the result?
Agree the next scope and approval process or document a clean, respectful handover. Use the three review questions below. The checklist is for reflection; it is not a validated prediction of sales performance.
Fictional training scenario. The dialogue illustrates response choices; it is not a customer testimonial or a record of a real sale. About these resources.