How to Choose a GTM Agency

Selecting the right GTM agency can accelerate your growth significantly—but choosing the wrong one wastes budget and time. This guide walks you through a systematic approach to finding and evaluating go-to-market agency partners.

Before You Start: Define Your Needs

Before evaluating agencies, get clarity on what you actually need.

Questions to Answer First

1. What problem are you solving?

   • Launching a new product?
   • Entering new markets?
   • Scaling existing efforts?
   • Fixing underperformance?

2. What's your current state?

   • Do you have product-market fit?
   • What's working today?
   • What's not working?
   • What have you already tried?

3. What resources do you have?

   • Budget range (monthly/annual)
   • Internal team capabilities
   • Executive sponsorship
   • Timeline expectations

4. What does success look like?

   • Pipeline targets
   • Revenue goals
   • Efficiency metrics (CAC, LTV)
   • Qualitative outcomes

Common GTM Agency Use Cases

Step 1: Create Your Shortlist

Where to Find GTM Agencies

1. Agency directories - GTM Quest lists 200+ vetted agencies
2. Referrals - Ask peers, investors, advisors
3. Content creators - Agencies with strong thought leadership
4. Technology partners - HubSpot, Salesforce partner directories
5. Industry events - Conference sponsors and speakers

Initial Filtering Criteria

Narrow your list based on:

• Specialization match - Do they focus on your needs?
• Industry experience - Have they worked in your space?
• Company size fit - Do they serve companies your size?
• Geographic relevance - If location matters for your market
• Budget alignment - Are they in your price range?

Aim for a shortlist of 4-6 agencies for deeper evaluation.

Step 2: Evaluate Agency Fit

The 7 Critical Evaluation Criteria

1. Industry and Market Expertise

Why it matters: Agencies with relevant experience ramp faster and avoid common mistakes.

What to look for:

• Client logos in your industry
• Content about your market
• Understanding of your buyer journey
• Familiarity with industry tools and channels

Questions to ask:

• "What similar companies have you worked with?"
• "What's unique about marketing in our industry?"
• "What mistakes do you see companies like ours make?"

2. Stage and Scale Fit

Why it matters: What works for Series A is different from what works for growth stage.

What to look for:

• Experience with companies at your stage
• Appropriate engagement models
• Realistic expectations for your situation
• Scalable vs scrappy approaches as needed

Questions to ask:

• "What stage companies do you typically work with?"
• "How would your approach differ for a company at our stage?"
• "What results have you achieved for similar-stage companies?"

3. Service Capability Match

Why it matters: You need an agency that can deliver what you actually need.

Questions to ask:

• "Walk me through how you'd approach [specific need]"
• "What would the first 90 days look like?"
• "Who on your team would do this work?"

4. Team Quality and Structure

Why it matters: You're buying people, not just a brand name.

What to look for:

• Who leads strategy vs execution
• Seniority of people on your account
• Team stability and tenure
• Specialist access when needed

Questions to ask:

• "Who would be my day-to-day contact?"
• "Who does the actual work—your team or contractors?"
• "How do you handle specialized needs (design, dev, etc.)?"
• "What's your team's average tenure?"

5. Process and Methodology

Why it matters: Proven processes deliver more consistent results.

What to look for:

• Documented methodology
• Clear onboarding process
• Regular reporting and communication
• Defined milestones and deliverables

Questions to ask:

• "What's your process for the first 30/60/90 days?"
• "How do you communicate progress and results?"
• "What does your reporting look like?"
• "How do you handle strategy pivots?"

6. Results and Case Studies

Why it matters: Past performance indicates future results.

What to look for:

• Specific, measurable outcomes
• Results relevant to your situation
• Client testimonials and references
• Transparent about what worked and didn't

Questions to ask:

• "Can you share a case study similar to our situation?"
• "What metrics did you move and by how much?"
• "What didn't work and how did you adjust?"
• "Can I speak with a current or recent client?"

7. Cultural and Working Style Fit

Why it matters: You'll work closely together—fit matters.

What to look for:

• Communication style alignment
• Responsiveness during sales process
• Transparency and honesty
• Collaborative vs prescriptive approach

Questions to ask:

• "How do you handle disagreements with clients?"
• "What makes a client relationship successful?"
• "What type of client do you work best with?"
• "What would make you fire a client?"

Step 3: Run a Structured Evaluation

Discovery Call (30-60 min)

Purpose: Initial fit assessment

Agenda:

1. Your situation and needs (10 min)
2. Agency overview and approach (15 min)
3. Relevant experience discussion (15 min)
4. Logistics (pricing, timeline, next steps) (10 min)

Red flags:

• They don't ask questions about your business
• Generic pitch not tailored to your situation
• Overselling or unrealistic promises
• Can't articulate their methodology

Proposal Review

What a good proposal includes:

• Understanding of your situation
• Recommended approach and rationale
• Specific scope and deliverables
• Team and roles
• Timeline and milestones
• Pricing and terms
• Success metrics

Red flags:

• Cookie-cutter proposal
• Vague deliverables
• No success metrics defined
• Pricing without clear scope

Reference Checks

Questions for references:

• "What was the agency best at?"
• "What could they improve?"
• "Would you hire them again?"
• "What results did you achieve?"
• "How did they handle challenges?"

Step 4: Negotiate and Structure

Engagement Models

Contract Considerations

• Term length - Shorter is better initially (3-6 months)
• Termination clause - 30-day notice is reasonable
• Scope flexibility - Ability to adjust as you learn
• IP ownership - You should own deliverables
• Confidentiality - Standard NDA protections

Pricing Negotiation

• Ask about startup/growth discounts
• Consider longer terms for better rates
• Negotiate scope, not just price
• Understand what's included vs extra
• Clarify payment terms

Red Flags to Avoid

During Sales Process

• Guaranteed results - Nobody can guarantee outcomes
• No discovery - They pitch without understanding you
• Bait and switch - Senior people sell, juniors deliver
• Pressure tactics - Urgency without reason
• No references - Can't or won't provide them

In Proposals

• Vague scope - "Strategic support" without specifics
• No metrics - Can't define success
• All execution, no strategy - Just doing stuff
• Excessive jargon - Hiding behind buzzwords
• One-size-fits-all - Same proposal for everyone

In Contracts

• Long lock-ins - 12+ months with no exit
• Hidden fees - Unclear what's included
• Vague deliverables - Can't measure fulfillment
• No termination clause - Can't get out if it's not working

Making the Final Decision

Decision Framework

Score each finalist (1-5) on:

Trust Your Gut

Beyond the scorecard, ask yourself:

• Which team do I most want to work with?
• Who seemed to understand us best?
• Where did the conversation feel most natural?
• Who asked the best questions?

After You Choose

Set Up for Success

1. Kickoff meeting - Align on goals, process, communication
2. Share context - Provide access to data, tools, stakeholders
3. Define cadence - Regular check-ins and reporting
4. Establish escalation - How to handle issues
5. Document decisions - Keep record of strategy choices

First 90 Days

• Days 1-30: Discovery, audit, strategy development
• Days 31-60: Initial execution, quick wins
• Days 61-90: Optimization, scaling what works

Ongoing Management

• Weekly tactical check-ins
• Monthly strategic reviews
• Quarterly business reviews
• Annual relationship assessment

Frequently Asked Questions

How many agencies should I evaluate?

4-6 agencies is ideal. Fewer limits options; more creates evaluation fatigue.

Should I do a paid pilot first?

If offered, a paid pilot (1-3 months) can reduce risk. Just ensure scope is meaningful enough to evaluate performance.

What if I'm choosing between specialists and generalists?

Specialists for specific needs (ABM, content, paid). Generalists for comprehensive support. Consider specialists if you have strong internal strategy.

How important is geographic location?

Less than it used to be. Most agencies work remotely effectively. Consider time zones for real-time collaboration needs.

Should price be the deciding factor?

No. Value matters more than cost. A more expensive agency that delivers results is better than a cheap one that doesn't.

Conclusion

Choosing a GTM agency is a significant decision that can accelerate or hinder your growth. Take time to define your needs, evaluate options systematically, and trust both data and intuition.

The best agency relationships are partnerships—find a team that you trust, that understands your business, and that's genuinely invested in your success.

Ready to start your search? Browse 200+ vetted GTM agencies or use our AI matching tool to get personalized recommendations.