An RFP should help a business choose the right partner, not simply the lowest monthly fee. This scorecard gives Pune business owners, marketing leaders and institutions a practical way to compare a digital marketing company or agency in Pune on strategy, delivery, measurement and commercial fit.
How to use this scorecard
Score each proposal from one to five against the criteria below. Add notes beside every score. A weighted score can support discussion, but it should not replace judgement: a partner’s understanding of a complex offer or regulated market may be more valuable than a polished presentation.
1. Understanding of the business — 20%
Does the proposal show that the agency understands the audience, offer, way people choose, sales process, geography and constraints? Strong proposals describe the problem in the client’s language before recommending channels.
2. Strategy and prioritisation — 15%
Look for a sequence, not a shopping list. The proposal should explain what happens first, why that action matters, what depends on client inputs and what will be reviewed before more work is added.
3. Measurement and lead quality — 15%
Ask how the agency defines a conversion, captures source information and uses sales feedback. Read the lead-quality measurement guide before accepting reports that only show traffic, clicks or raw lead counts.
4. Delivery team and operating rhythm — 15%
Meet the people who will actually deliver the work. Confirm senior involvement, specialist responsibilities, communication channels, review frequency, approval steps and the process for handling urgent decisions.
5. Scope, ownership and transparency — 15%
Separate management fees, media spend, production costs and third-party tools. The business should retain suitable ownership of its website, analytics, advertising accounts, domains, creative assets and data. Clear exclusions are as useful as clear inclusions.
6. Relevant evidence — 10%
Evidence should include context: the original challenge, scope, timeframe, constraints and what changed. Explore TTDigitals case studies as an example of the questions a credible portfolio should answer.
7. Risk, compliance and exit readiness — 10%
Ask about subcontracting, access controls, data handling, platform policy, continuity and handover. A partner should be able to explain risks and limits without relying on guarantees.
Questions every RFP should include
- What business outcome is the engagement intended to improve?
- What assumptions are being made about demand, sales capacity and budget?
- Who owns the accounts, data and creative output?
- How are leads that fit your business defined and reviewed?
- Which work is in scope in the first 90 days?
- What would cause the plan to change?
Use the agency onboarding checklist after appointment to turn the selected proposal into a clear working plan. For a transparent conversation about requirements, contact TTDigitals.
Continue your research: Explore meet the TTDigitals team for context relevant to this topic.