01 · Understand the total
The fee is only one part of the marketing cost.
Two proposals with similar monthly prices can create very different workloads and outcomes for the client team.
Strategy and prioritisation
Clarify whether the fee includes diagnosis, a working plan, regular decisions, and reporting that leads to action—or only access to tools and occasional advice.
Implementation capacity
Ask exactly who writes, builds, configures, publishes, tests, and improves the work. An allocation of implementation time is different from unlimited delivery or platform support.
External costs
Separate agency or partner fees from advertising media, third-party software, photography, video, specialist production, and other approved purchases.
02 · Match ownership
Choose a model your team can actually operate.
A less expensive self-managed option can be a strong choice when the business has the time and capability to use it. It can also stall when nobody owns the work.
Self-managed platform
The provider establishes a foundation and supports platform issues, while the business handles most content, updates, follow-up, and improvement. Compare the internal time required as well as the subscription.
Shared implementation
The business and partner agree priorities, with a defined delivery allocation and regular review. This needs responsive approvals and a clear client-side decision-maker.
Embedded partnership
A higher-touch model can coordinate more of the customer journey, but the business still needs to share context, approve decisions, serve leads well, and act on operational constraints.
03 · Compare proposals
Make inclusions, limits, and commitments visible.
A good proposal should make it possible to understand the first period of work and what happens when priorities change.
Define the first outcome
Ask what problem will be addressed first, what evidence will be reviewed, and what the business needs to provide. Avoid a long activity list with no decision about sequence.
Understand billing terms
Check setup charges, agreement length, annual-payment savings, GST treatment, notice periods, and how additional work is approved. Read the proposal and terms together.
Clarify ownership
Confirm access to domains, accounts, data, creative files, and reporting. Understand what remains usable if the relationship ends and whether migration work is included.
Decision framework
Which marketing ownership model fits?
Use internal capacity and the pace of change to narrow the choice before comparing price.
You want a dependable foundation and can own most day-to-day updates and follow-up.
Compare self-managed options
The lower service layer can fit when internal ownership is real, not assumed.
The foundation exists, but priorities need strategy and dependable implementation each month.
Compare shared implementation
A defined working rhythm can create momentum without outsourcing every business decision.
Demand and economics are proven, capacity exists, and the whole customer journey needs active coordination.
Assess an embedded partnership
A high-touch model only makes sense when the business can engage, make decisions, and turn additional demand into good service.
Before you act
Digital marketing proposal checklist
Ask each provider to make these points clear enough to compare.
Practical boundaryCost alone cannot establish likely value. Demand, offer quality, customer capacity, margins, sales follow-up, competition, and execution all affect what a marketing investment can reasonably support.
- 01
The business outcome and first priority are explicit.
- 02
Included services and implementation capacity are specific.
- 03
Client responsibilities and approval timeframes are clear.
- 04
Media spend, software, production, and other external costs are separated.
- 05
Setup fees, commitment options, GST, and cancellation terms are visible.
- 06
Reporting explains decisions and next actions, not only activity.
- 07
Account, data, domain, and creative ownership are documented.
- 08
There is a process for approving work outside the agreed scope.