Summary
The right agency can increasingly influence companies’ strategic direction and differentiation by driving increased brand awareness and overall conversion. Agencies that understand a company’s culture, vision, and business goals will become partners that will drive business value. To achieve this outcome, CMOs must valuate agencies in detail across several dimensions to achieve their desired business results, and the request for proposal (RFP) and request for information (RFI) process can help with this. The Agency RFP/RFI Scorecard Template is designed to help CMOs select the right agency for their organization’s needs.
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