How to use this scorecard

Before signing with any SDR agency, rate them across these 10 categories. Ask the agency directly: "What is your average SDR tenure?", "Can I hear call recordings?", "Who builds my lists and how?" If they cannot answer clearly, that tells you something.

The scorecard uses weights based on what matters most for campaign success. Vertical expertise and SDR quality carry the highest weight (15% each) because they are the hardest to fix after you sign. Contract flexibility carries the lowest (5%) because it is the easiest to negotiate.

What each category measures

Vertical expertise (15%)

An agency that has run campaigns in your industry already knows the buyer personas, objections, messaging that works, and competitive landscape. An agency learning your vertical on your budget costs you 2-3 months of ramp time and meeting quality.

SDR seniority and quality (15%)

The single biggest differentiator between agencies. Ask: what is the average tenure of your SDRs? How many calls do they make per day? Can I hear a call recording? Agencies staffed with juniors cost less but produce worse meetings and damage your brand with prospects.

Reporting transparency (10%)

You should receive weekly reports with: dials, conversations, meetings booked, call recordings, and conversion rates at every stage. If the agency only sends a monthly summary with meeting counts, you have no visibility into what is actually happening.

Go-to-market consulting (10%)

The best agencies do not just execute. They fix your ICP, messaging, and targeting before making calls. If your message-market fit is wrong, execution quality is irrelevant. Ask: "Will you review and improve our messaging, or do you just run what we give you?"

Channel mix (10%)

Cold calling generates 90% of qualified meetings in B2B outbound. Email and LinkedIn are supporting channels. If the agency is email-only or "multi-channel" without a call-heavy core, expect lower meeting volumes and quality.

Data and list quality (10%)

The agency should build lists with verified mobile numbers, not just office switchboards. Ask: what data sources do you use? What is your mobile number coverage rate? Do you enrich with multiple providers?

Pricing alignment (10%)

Performance-based pricing (retainer + commission per qualified meeting) aligns incentives. Pure retainer models have no accountability for results. Pure pay-per-meeting models incentivise volume over quality. The hybrid model is the most honest structure.

Contract flexibility (5%)

Look for: short initial commitment (3 months), month-to-month after that, clear exit terms, and data ownership clauses. Agencies that lock you into 12-month contracts with no out are protecting themselves, not you.

Ramp and onboarding speed (5%)

From signed contract to first calls should take 7-14 days. If the agency needs 6-8 weeks to "set up," that is either a process problem or they are building capacity they should already have.

References and proof (10%)

Ask for reference clients in your specific vertical with real numbers: meetings booked, pipeline generated, revenue closed. Logos without context are meaningless. If the agency cannot provide a reference in your industry, they do not have vertical expertise — regardless of what they claim.

Why we publish our own evaluation criteria

Most agencies avoid giving buyers a framework to evaluate them. We do the opposite. We built this scorecard based on evaluating dozens of agencies and being evaluated ourselves. We publish it because we know we score well on every dimension. Use it on us. Ask us every question on this list. If an agency cannot answer these questions confidently, that is your answer.

Frequently asked questions

Can I use this to evaluate Profitbl?

Yes. That is the point. Book a call and rate us live on these 10 categories. We will answer every question directly.

What score should I look for?

Above 75 is strong. Between 60-75 has gaps worth investigating. Below 60 has fundamental issues. No agency will score a perfect 100 — the question is whether the weak areas matter for your specific situation.

What if an agency refuses to answer these questions?

That is a red flag in itself. Transparency is a leading indicator of how the agency will operate after you sign. If they are evasive during the sales process, expect less visibility during delivery.

Should I weight the categories differently for my situation?

The default weights reflect what matters most across all B2B software campaigns. If you are in a highly regulated industry (cybersecurity, fintech), you might weight vertical expertise even higher. If you are entering a new market, ramp speed matters more. Use the defaults as a starting point.

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