In brief
This category contains very different capabilities. Buyers should first decide whether they need creative production, campaign management, software delivery, or ongoing technical support.
This category contains very different capabilities. Buyers should first decide whether they need creative production, campaign management, software delivery, or ongoing technical support.
This category contains very different capabilities. Buyers should first decide whether they need creative production, campaign management, software delivery, or ongoing technical support.
Use two stages. First, screen candidates against non-negotiable requirements so an attractive price cannot offset an unsuitable offer. Then compare the remaining suppliers on the criteria that matter to your assignment. Write those criteria before viewing final prices. Keep the evidence beside each assessment and distinguish a demonstrated capability from a claim that still needs checking.
A useful shortlist explains why each candidate remains under consideration and which question would change the decision. Ask all candidates to clarify material gaps on the same basis. If none can meet a critical requirement, revise the buying approach rather than lowering the requirement silently.
Consider this hypothetical example.
A buyer asks for digital growth and receives proposals for advertising, a website redesign, and technical support. These offers solve different problems. Define the outcome and the work needed first, then shortlist against that service. Ask candidates to explain dependencies and the buyer’s contribution. A provider can be strong in one discipline without being the right choice for another. The selection should follow demonstrated capability for the defined assignment rather than a broad agency label.
Select on demonstrated capability and clear ownership rather than a broad full-service claim.
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