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The Lead Vendor Vetting Checklist

Most agencies sign with a vendor after one good sales call. Don’t. Ask these 10 questions first. Each one comes with what a good answer sounds like — and the red flag that means walk away.

  • ✓ “Show me your own funnel math.” — the question vendors fear most
  • ✓ How to spot an aged lead wearing a fresh-lead price tag
  • ✓ The 8-to-10 scoring rule: when to test, when to walk

Operator noteIf a vendor can’t show you their own funnel math, walk away.

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What’s inside

All 10 questions

  1. 01 — Are these leads exclusive to me?
  2. 02 — How old is the lead when I get it?
  3. 03 — Where do these leads actually come from?
  4. 04 — Can I see a full sample lead record?
  5. 05 — What happens when a lead is bad?
  6. 06 — Show me your own funnel math.
  7. 07 — Who do I talk to when something breaks?
  8. 08 — What’s the minimum, the contract length, and how do I leave?
  9. 09 — Can I talk to two current clients in my vertical?
  10. 10 — What do you do that a vendor doesn’t?

Next step

Want a second set of eyes?

Bring their answers to a free funnel teardown. I’ll read them with you and tell you straight whether the math works.

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Show up with your numbers. If the teardown isn’t useful in the first 10 minutes, we call it there. No pitch.