How do I vet a B2B agency for pipeline impact?

Vet a B2B marketing agency by demanding CRM-backed proof of pipeline and revenue impact, pipeline sourced by campaign, CAC payback under 12 months, ARR delta tied to specific programs, pulled from a named artifact like a Salesforce Campaign Influence report or HubSpot revenue attribution dashboard; if they cite NDA, ask for redacted screenshots or a live CRM walkthrough. Pressure-test vertical fluency on six- to 18-month sales cycles, multi-stakeholder committees, and the demand states buyers move through in complex industry-specific buying cycles. For ongoing retainers, under 18 months of median client tenure is a yellow flag, so request year-two and year-three references to validate retention. If it can't be traced in the CRM, it's a story, not a system, and awards don't pay your quota.

Want the full due diligence checklist for pipeline and revenue proof before you shortlist anyone? See our B2B agency vetting hub.