Leadership
Before you sign, measure everyone against the same yardstick.
The matrix to choose who will run your company's marketing: 20 questions, a 0-to-4 scale, weights tailored to your current stage, deal-breaker questions, and the total cost calculation.
PDF guide (20 pages) + Excel spreadsheet · Free
The guide and spreadsheet are currently in Portuguese.
Who it is for
- You are hiring marketing for the first time and do not know how to compare proposals.
- You received proposals with completely different formats and scopes.
- You have regretted hiring an agency in the past.
- The partners favored different candidates.
- You want to start with a pilot, not a long-term contract in the dark.
What you get
The PDF guide
PDF Guide (20 pages), with a full end-to-end example: Weights · The 20 Questions · The 0-to-4 Scale · Deal-Breakers · Results · Total Cost · References and Pilot. Wraps up with a one-page summary, common mistakes, glossary, and checklist.
The Excel spreadsheet
Excel spreadsheet with 6 linked tabs, pre-filled with an example (Casa Nobre, custom furniture): Weights · Evaluation · Results · Total Cost · References · Dashboard. Replace the highlighted numbers with your own and the rest calculates automatically, complete with rankings, deal-breakers, and a verdict.
How to use it
- 1
Set the weights before the meetings
how much each of the five blocks matters for your current stage.
- 2
Ask everyone all 20 questions
and score them from 0 to 4 right after each meeting.
- 3
Compare the results and total cost
disqualify anyone who fails the deal-breakers and validate the winner with references and a pilot.
What changes in your business
The decision moves away from personal preference and pitch presentations toward criteria every partner understands, backed by a pilot before committing to a long-term contract.
Frequently asked questions
Does it work to compare an agency against a consultant?
Yes. The 20 questions apply to any model: agency, solo consultant, advisory network, or senior leader with a team.
How many candidates can you compare?
Up to four at the same time. Just update the names at the top of the evaluation tab.
Does the matrix show market rates?
No. You enter the total cost using the figures from the proposals you received, and the spreadsheet calculates the minimum revenue required for each to pay for itself.
Other tools on this front
Free material
Where does your growth stall?
A practical 60-minute diagnostic to run with your leadership team. Walk away with your bottleneck, the evidence, and a 7-day plan.