This cheat sheet is designed to help you identify the essential requirements and characteristics that a marketing agency should ideally possess. It complements my blog post on preparing tenders for marketing agencies by developing company-specific requirements.
A thorough requirements analysis lays the foundation for a successful tender process and helps you identify the best agencies for your company’s specific challenges. A clearly defined requirements profile is crucial for selecting and structuring the appropriate processes during the pitch phase.
This cheat sheet provides valuable guidance for pitch managers and supports the development of a precise requirements profile. Below, you’ll find an overview of key requirements and characteristics intended to inspire you in identifying the most important criteria for your company. It’s important to emphasize that this list is not exhaustive and should be adapted to meet individual needs.
1. Strategic Consulting
- Analytical thinking
- Future-oriented approach
- Industry expertise
- Strategic flexibility
- Strong communication skills
2. Campaign Execution
- Project management skills
- Efficient resource planning
- Punctuality and deadline management
- Quality control and assurance
- Coordination of internal and external teams
3. Managing Complex Client Structures
- Understanding of organizational structures
- Ability to communicate internally and externally
- Use of collaboration tools
- Flexibility to adapt to client needs
- Creation of clear reporting structures
4. Developing Innovative Concepts
- Creativity techniques and brainstorming methods
- Trend analysis and market research
- Prototyping and testing
- Interdisciplinary collaboration
- Openness to new ideas and approaches
5. Delivering Highly Creative Solutions
- Access to creative talent and resources
- Use of cutting-edge design and creative tools
- Storytelling and visual communication
- Award-winning creativity
- Experimentation and risk-taking
6. Data Analysis and Reporting
- Use of analytics and tracking tools
- Ability to interpret complex data
- Creation of clear reports and dashboards
- Identification of KPIs and success metrics
- Continuous optimization based on data
7. Operational Budget Management
- Optimization strategies
- Use of advanced budget management tools
- Monitoring of budget expenditures
- Development of cost-saving measures
- Transparent reporting on budget usage
8. Media Planning and Buying
- Market and media knowledge
- Negotiation skills and relationship management
- Audience-specific media selection
- Integration of multi-channel strategies
- Monitoring media performance
9. Target Audience Analysis and Engagement
- Use of market research and surveys
- Creation of audience profiles
- Personalization of messaging
- Implementation of segmentation strategies
- Access to advanced studies and reports
10. Technological Competence
- Implementation of automation tools
- Knowledge of current digital trends
- Integration of AI and machine learning
- Training and upskilling of teams
- Ensuring data privacy and security
11. Digital Marketing
- SEO and SEM strategies
- Content creation and management
- Social media management
- Email marketing campaigns
- Analysis of digital marketing channels
12. Crisis Management
- Development of crisis plans
- Quick response capability
- Effective internal and external communication
- Media and social network monitoring
- Post-crisis review and analysis
13. Sustainability and Ethical Marketing
- Implementation of sustainable practices
- Promotion of ethical advertising messages
- Transparency in communication
- Collaboration with sustainable partners
- Consideration of social responsibility
14. Local and Global Reach
- Understanding local cultures and markets
- Adapting strategies to regional differences
- Leveraging global networks and resources
- Localization of content
- Coordination of international campaigns
15. Client-Specific Customization
- Development of tailored solutions
- Close client contact and feedback loops
- Flexibility in strategy adjustments
- Use of client-specific data and insights
- Adaptation to changing client needs
16. Strategic Procurement Skills
- Development of long-term procurement strategies
- Building and maintaining supplier relationships
- Analysis and evaluation of supplier performance
- Negotiation of contracts and terms
- Risk management in procurement
We’d love to hear your additions, thoughts, and experiences with this cheat sheet! Feel free to share them with us if you’d like!