5 Questions to Ask a Marketing Consultant + a Call Scorecard

Before you hire a marketing consultant, ask what they’d check first, which decision they’ll help you make, what the work includes, who keeps control of your accounts, and when they’d recommend another kind of help.

The answers should help you decide whether to move forward, ask for a clearer scope, or hold off.

You don’t need a finished marketing plan for this conversation. Bring the question that’s bothering you, and use the scorecard below to record what you hear. A consultant may need more information before making a recommendation, but they should be able to explain what they need and why.

1. What would you look at before recommending a channel?

I’d want someone to understand what you sell, who buys it, and how people become customers before recommending where you should spend your time or money.

That means looking beyond an individual channel. If someone finds you through a social post, visits your website, and gets in touch, what happens next? More traffic may not be the first thing to fix.

A specific answer might sound like: “I’d look at where your inquiries come from, what your website tells those visitors, and what happens after they contact you. Then we can decide where to focus.”

Pause if: They recommend posting more or running ads before asking how your business currently gets customers.

Follow up with: “What would you need from me to check that?”

2. Which decision will I be able to make at the end?

“We’ll improve your marketing” doesn’t tell you enough to buy the work.

Try naming the decision you’re stuck on. Should you fix your service page before paying for traffic? Which audience should you focus on? Do you need help choosing a direction or someone to carry out a task?

I’d look for a clear connection between the work being proposed and the decision you need to make.

A specific answer might sound like: “We’ll assess whether your service page gives visitors enough information to inquire, then recommend whether to improve it before testing paid traffic.”

Pause if: They promise an audit or strategy document but can’t explain how you’ll use it to decide what happens next.

Follow up with: “How will we know whether the work helped us make that decision?”

3. What’s included in the first piece of work?

A strategy session, an audit, a landing page, and ongoing campaign management are different things to buy.

Ask what you’ll receive, when you’ll receive it, what input they need from you, and what it costs. If you expect someone to implement the recommendations, make sure that responsibility is included in the scope.

A specific answer might sound like: “This covers a review of your service page and a prioritized set of recommendations, delivered within an agreed timeframe. Your team will make the changes, or we can scope that work separately.”

Pause if: You can’t tell what will be delivered or who will turn the recommendations into action.

Follow up with: “Can you put the deliverables, timing, fee, and responsibilities in writing?”

4. Who keeps control of the accounts, and what will I have at the end?

If the work involves your website, analytics, advertising, or content, you should understand how access and handoff will work.

Your business should retain control of its accounts. You should also know which files, materials, and instructions you’ll receive, so you can continue the work or bring in someone else.

A specific answer might sound like: “You’ll keep admin control of your accounts and give me the access I need. The scope will list the files and handoff notes you’ll receive.”

Pause if: They plan to set up essential accounts under their own ownership, or it’s unclear what you’ll be able to access when the engagement ends.

Follow up with: “If we stop working together, what would I need to continue with someone else?”

5. When would you recommend that I don’t hire you?

This is the question I’d make time for.

If you know what needs doing and have the capacity to do it, keeping the work in-house may make sense. If the task is clear but you’re missing time or a particular skill, a freelancer may be the right fit.

A consultant is useful when you need help deciding what deserves your attention first. I’d want their answer to leave room for the possibility that you need a different kind of help.

A specific answer might sound like: “If you already have a clear brief and need someone to build the page, I’d suggest hiring for that task. If you’re unsure what the page needs to achieve or whether it’s the priority, we can work through that first.”

Pause if: They recommend the same engagement regardless of your question, budget, or ability to carry out the work.

Follow up with: “What would make you recommend that I wait or work with someone else?”

Your marketing consultant call scorecard

Copy this table into your notes before the call. For each answer, choose clear, needs clarification, or reason to wait. The example answers above show the level of detail to listen for; a consultant doesn’t need to use those exact words.

Before agreeing to the work, finish this sentence:

“I’m paying for __________ so I can __________. The next action belongs to __________.”

If you can’t fill it in, ask for clarification.

You don’t need to add up points. An unresolved issue with account ownership or scope still matters, even if the rest of the conversation went well. And “I need to review your data first” can be a useful answer when the consultant explains what they’ll check.

What to do after the call

If you understand the proposed work, how it helps, and who will act on it, you have a basis for deciding whether to proceed.

If the task is already clear, you may be ready to brief someone for execution. If the answers leave you unsure what you’re buying, ask for a clearer scope before committing.

For more help deciding which kind of support fits, read my guide to hiring a digital marketing consultant for a small business.

If you’re still stuck on what to prioritize, my 1:1 Strategy Consultation is €100 for 60 minutes. You send me context ahead of time, we work through your question together, and you leave with recommendations and next steps. You can also request a short written recap.