Proposal and scope review: know what you're buying before you sign

What a proposal review is

It is a structured, line-by-line reading of one or more marketing proposals, statements of work or renewal offers. We turn the vendor's language into plain statements you can check, then mark each one as clear, vague or missing.

For example, "ongoing SEO optimization" becomes a question: how many hours a month, spent on what, reported how? "Full-funnel paid media management" becomes: which platforms, what ad spend is assumed, and is the spend included in the fee or billed on top?

Who it's for

This is the right service when you have a document in hand and a decision to make soon. It suits first-time buyers, owners renewing a contract whose terms have changed, and anyone comparing two or three bids with very different prices.

It is also useful when you're fairly sure you want to sign and simply want confirmation that you haven't missed anything. A short review costs far less than a year in the wrong arrangement.

What we check

We use the same checklist on every proposal:

• Scope: every task promised, with quantities and frequency where given
• Labour versus overhead: how much of the fee is people doing work, and how much is software, reporting or account management
• Media spend: whether ad budgets are included, billed separately, or billed through the vendor
• Ownership: who owns the website, domain, ad accounts, analytics, content and creative at the end
• Measurement: what will be reported, how leads are counted, and whether calls and form-free enquiries are tracked
• Terms: length, notice period, renewal, and what happens to your assets if you leave
• People: who is named on the account and their seniority
• Fit with your budget: whether the proposal makes sense against your cost per customer target

Five phrases that deserve a follow-up question

Some wording appears in many proposals and almost always needs clarifying. When you see these, ask for a number, a frequency or an example:

• "Up to" a number of posts, pages or hours: what is the minimum?
• "Strategic consulting" as a line item: how many calls, with whom, and what is produced?
• "Proprietary platform": what happens to your data in it if you leave?
• "Management fee" on ad spend: is it a percentage, a flat fee, or both, and does it rise as spend grows?
• "Monthly reporting": which numbers, and are calls and closed sales included?

Timeline and what you receive

Send us the proposal and a short note on your goals. Within a week you receive a written read-out, usually two to four pages, plus a list of questions to put to the vendor. A follow-up call to walk through the findings is included.

If you're comparing several proposals, we add a side-by-side table that lines up scope and cost on equal terms. That table is often the moment owners realise the "expensive" option is actually the better value.

How results are measured

The value of a review shows up in three places. Clarity: you can explain in two sentences what you're buying. Negotiation: vague items are tightened or removed before signing, and asset ownership is fixed in your favour. And later accountability: the clearer scope gives you something concrete to measure the vendor against in an audit six months from now.

Mistakes to avoid when reading a proposal

• Comparing headline prices. Line up scope first. A lower fee with media spend billed through the vendor can cost more overall.
• Accepting "best practices" as a deliverable. If it can't be counted or seen, it can't be checked.
• Ignoring the exit. Ask what you get back on the day you leave. Accounts, website files and content should come with you.
• Missing auto-renewal. Diarise any renewal date and notice period on the day you sign.
• Signing without a budget target. If you don't know your acceptable cost per customer, read our budget guide or start with budget planning.

Hourly rates for reviews are on the pricing page. Call, text or email and tell us when you need an answer.