Free Client-Fit Assessment
Score a prospective marketing client on expectations, decision quality, collaboration and payment risk before you propose — the AI report returns pursue, protect-terms or decline, with the conditions to attach.
Quick answer
Six dimensions — expectation clarity, decision authority, collaboration style, budget realism, growth potential and payment risk — rated 1–5 by the AE and the delivery lead independently. The AI report converts the score set into pursue, pursue-with-terms or decline and names the specific conditions (deposit, single approver, change-request cap, reporting cadence) that make a marginal client safe to sign.
About this template
Most agency margin loss is not lost in delivery — it is accepted at pitch, when a large logo with a chaotic buying process looks like a win. This assessment makes the buying process scoreable: how clearly success is defined, how many people must agree, whether budget exists or is being hunted, how the last agency was replaced and how payment terms were discussed. The AE and the delivery lead rate the same prospect separately, and the disagreement between the two ratings becomes the list of clauses you put in the scope.
It pairs with, but does not replace, qualification: Lead Qualification Score tells you whether the deal is winnable; this tells you whether winning it is desirable. Run it on live accounts at renewal too — a fit score that fell after signing usually points to governance drift, not performance.
Live Preview
Sample form and AI report preview (fillable once the app is published).
What's Included
Everything you need to grade a prospect before proposing.
Six scored dimensions
Expectations, decision process, collaboration, budget realism, growth potential, payment risk.
Red-flag questions
Why the last agency left, who signs, whether budget is approved or being sought.
Dual-rater gap view
AE vs delivery lead scores side by side, with the divergence explained.
Terms the report suggests
Deposit, approver cap, change-request rate and cadence for marginal scores.
How It Works
From discovery call to decision in four steps.
Copy the template
Import form, scoring and report settings into your workspace — free.
Score after the first call
Complete it from discovery notes while signals are fresh, not from the CRM record.
Add the delivery lead's view
Second independent rating; the gap is your contract risk.
Act on the verdict
Pursue, attach the suggested terms, or decline and free the capacity.
Who Is This For
Pick your role — see how it fits your workflow.
Agency founders & partners
Say no to the wrong revenue without guessing — with a score you can show the team.
Account executives
Enter the pitch knowing which clauses to negotiate before scope is agreed.
Freelance consultants
Protect delivery capacity by screening retainer clients on working style, not fee size.
Key Features
What makes this template work as a professional deliverable.
- Anchored 1–5 scale so a "3" means the same thing to every partner
- Weighting that can penalize payment risk harder than growth upside
- Explicit red-flag set: committee approvals, unfunded budget, third agency in two years
- Verdict logic — pursue, protect with terms, or decline — never a bare number
- Printable PDF for the new-business pipeline meeting
- Reusable on live accounts at renewal to detect fit drift
- QR to an AI consultant on pricing, scoping and client governance
- Free to copy, customize and rebrand
Sample Questions Inside
A preview of real questions — the full version adds scoring and a personalized report per respondent.
- Expectation clarity: can the prospect describe success in measurable terms without prompting? (1–5)
- Decision process: how many people must approve, and is there one named owner? (1–5)
- Collaboration: do they supply assets and feedback, or expect you to chase both? (1–5)
- Budget realism: approved range, indicative range, or still to be requested? (choice)
- Growth potential: does this account plausibly double in twelve months? (1–5)
- Payment risk: how were terms raised, and did they push for net-60/upfront? (1–5)
- Why did the previous agency or freelancer end? (open)
- What would make this engagement a failure for you? (open)