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Part of When to trust B2B demand generation reviews and when to verify claims
A B2B demand generation selection checklist should score evidence, not promises
A B2B demand generation selection checklist that scores evidence, compliance and measurement before you sign, plus a weighted rubric and documents to request.
What to take away
- Decide what you are buying firsta defined outcome, a defined process, or extra capacity. The checklist changes with the answer.
- Score every candidate on the same weighted rubric and keep the scores, so a later decision can be defended.
- Request evidence, not narrativenamed references, sample reporting, data sources and a lawful basis for contact data.
- Check the exit terms before the fees. Notice periods and data handover decide how much room you keep.
- Treat any claim you cannot verify as a zero, not a maybe.
Start with the decision
Selection fails when the brief is vague. Write one sentence describing the decision the supplier will influence, then list the evidence that would prove they can influence it. A pipeline target, a cost per qualified meeting, or a named account list are all workable. "More leads" is not.
Use the same sentence in every conversation. It keeps the comparison honest and stops a persuasive pitch resetting your criteria. If you are still deciding what to review, the reviews and comparison methods guide sets out how to frame the comparison before you approach suppliers.
Agree who signs off before you shortlist. In most teams the budget holder, a sales lead and whoever owns data protection each hold a veto. Send them the rubric early so everyone scores the same lines.
Score evidence, not promises
Build the rubric before you take meetings. Give the lines that carry commercial risk the most weight, and treat compliance and data quality as real criteria rather than a formality.
Weighted Selection Rubric
- Problem definition10
- Evidence of results20
- Data and targeting15
- Compliance15
- Measurement15
- Commercials15
- Team and capacity10
| Line | What good looks like | Weight |
|---|---|---|
| Problem definition | Restates your decision and target accounts in their own words | 10 |
| Evidence of results | Named references, dated reporting samples, methodology explained | 20 |
| Data and targeting | Source of contact data, refresh process, suppression handling | 15 |
| Compliance | Lawful basis, consent records, opt-out handling, processor terms | 15 |
| Measurement | Agreed definitions for a qualified lead and a meeting | 15 |
| Commercials | Fees, minimum term, notice period, exit and data handover | 15 |
| Team and capacity | Named people, hours committed, escalation route | 10 |
Score each line out of five, multiply by the weight, and total. For example, a supplier scoring 4 on evidence of results earns 80 points on that line, while a 2 earns 40. The gap is usually where the decision sits.
Have two people score independently, then compare. Where scores differ by more than one point, discuss it and record the reason. A single scorer tends to reward the best presenter.
Check compliance before creative
The Information Commissioner's Office publishes a direct marketing checklist covering consent, legitimate interests and opt-outs. Ask each supplier how they apply it to business contacts, in writing.
Ethical standards matter too. The DMA code sets expectations for data-driven marketing, and membership is easy to check. A supplier that cannot describe its data sourcing in plain terms is a risk you carry, not them.
Ask what happens when a contact objects or opts out. A clear answer covers suppression lists, timescales and who updates them. Silence here usually means the process lives in one person's inbox.
Size the audience properly
Agencies often quote reach without showing how it was built. Ask for the audience definition, the source and the filters applied. Employment figures from the Office for National Statistics give a defensible base for market sizing by sector and region, which beats a claimed database size.
If your target market is England, check how the supplier handles regional job titles, company sizes and sector codes. Our guide to agency reviews in England explains why local references matter more than a national client logo wall.
Documents to request
Ask every shortlisted supplier for the same pack, and set a deadline. Comparing like with like is the whole point.
Documents to Request
- Two named references from last 18 months
- Sample monthly report, redacted if needed
- Written data sources and refresh frequency
- Data processing terms and sub-processor list
- Fee schedule including setup and media
- Notice period, exit assistance, data handover
- Named account lead and committed hours
Score the pack against the rubric before the pitch. Suppliers who send thin packs rarely improve once paid.
Common questions
How many suppliers should I score?
Three to five is usually enough to see a pattern without burning weeks. Fewer makes comparison weak; more rarely changes the ranking.
Should compliance weigh as much as results?
No. Weight compliance heavily enough that a weak answer can sink a bid, but results evidence should still carry the largest single weight.
What if a supplier refuses to name references?
Score that line as zero and note why. Anonymised case studies can support a pitch but cannot replace a reference you can contact.
When should I walk away?
When the pack is incomplete after a written request, or when the supplier cannot explain how leads are sourced. Both are cheap to test now and expensive to fix later.
