Pitch standards

by Rebecca Bellairs

Pitching shouldn’t be a test of endurance.

When pitch standards are weak, you get:

  • vague briefs
  • inconsistent processes
  • wasted agency time
  • poor decision quality
  • and appointments nobody can confidently defend later

This page is a practical guide to what good looks like - and the standards that make marketing agency selection work for everyone involved.

What pitch standards actually mean

Pitch standards aren’t about making pitching more complicated.

They’re about making agency selection:

  • clearer
  • fairer
  • more time efficient
  • easier to manage
  • easier to defend

A good pitch process does two things at the same time:

  1. gives agencies a fair chance to respond properly
  2. gives decision makers a structured way to compare work and appoint the right partner

When a pitch process is worth doing (and when it isn’t)

Not every appointment needs a pitch.

Pitching is usually worth doing when:

  • the work is high impact or high value
  • the relationship will be long term
  • the scope is broad or complex
  • there’s real risk to manage
  • there are multiple strong options in the market

Pitching is often not worth doing when:

  • you already have a clear incumbent
  • the scope is small or tactical
  • the work is urgent
  • you can validate capability via credentials and screening

If you’re running a pitch, you should be able to answer one question clearly:
What decision are we trying to make, and what evidence will we use to make it?

The Pitch Standards Manifesto

These are the standards Pitch’d is built around.

They’re also the standards agencies want brands to commit to - because they reduce waste, improve outcomes, and make pitching sustainable.

Standard 1: Scope should be specific enough to respond to

A pitch brief doesn’t need to be perfect, but it must be:

  • clear on what is in and out
  • clear on success measures
  • clear on constraints and context
  • clear on what you’re actually buying

Standard 2: The process should be proportionate

Pitching should match the size and complexity of the appointment.
If the process is too heavy, agencies burn time and teams lose momentum.

Good processes are:

  • structured
  • time bound
  • consistent across agencies
  • designed to reach a decision efficiently

Standard 3: Criteria should be set upfront

If you define criteria after seeing responses, you’re not evaluating (you’re rationalising).

Good criteria:

  • reflect the scope and desired outcomes
  • are agreed by stakeholders before the pitch process begins
  • are weighted appropriately
  • are written in language evaluators can apply consistently

Standard 4: Every agency should be treated consistently

Agencies can cope with “no”.
They can’t cope with a process that feels uneven.

Consistency means:

  • the same information provided to everyone
  • the same timeline and stages
  • the same format expectations
  • the same opportunity to ask questions
  • the same evaluation approach

Standard 5: Decision making should be auditable

Marketing agency appointments are often challenged later, internally and externally.

An auditable process means:

  • you can show how decisions were made
  • evidence was captured consistently
  • stakeholders didn’t change the rules late
  • the outcome isn’t dependent on one person’s opinion

Standard 6: Evaluators must be aligned, consulted, and qualified to score

The biggest failure point in agency selection is often the evaluation.

Good evaluation means:

  • evaluators are aligned on criteria and definitions
  • evaluators are present throughout the process
  • people only score what they’re qualified to assess
  • scoring roles and weightings are agreed upfront

(Procurement may abstain from voting or only score commercial/risk. Senior sponsors may carry greater weighting. These decisions should reflect how your organisation operates.)

Standard 7: Feedback should be meaningful

If agencies invest serious time, they deserve feedback that helps them improve.

Good feedback:

  • reflects the published criteria
  • includes specific strengths and gaps
  • explains the decision
  • avoids vague language like “not the right fit”
  • protects relationships and reputation

##The five building blocks of good pitch standards##

If you only do five things, do these:

1) Define scope properly

This is the most important lever.

Start with:

  • objectives and outcomes
  • what success means
  • required capabilities
  • constraints and context
  • stakeholder roles and ownership

2) Run a process with clear stages

Keep it structured and fair.

A good process includes:

  • screening (credentials and chemistry)
  • a shortlist (usually 3–5 agencies)
  • a defined pitch stage
  • evaluation + decision
  • feedback

3) Use evaluation criteria and evidence

Don’t leave decisions to memory or preference.

Good evaluation includes:

  • criteria agreed upfront
  • aligned evaluators
  • scorecards with evidence
  • weightings where needed
  • clear rationale for the final decision

4) Govern the process

Pitching often fails because governance isn’t clear.

Good governance includes:

  • clear ownership of the process
  • decision roles set upfront
  • transparency about what’s being evaluated
  • documentation of decisions
  • a process that holds up to scrutiny

5) Give meaningful feedback

Feedback isn’t a courtesy: it’s a large part of your reputation in the market.

If you want agencies to pitch seriously, you need:

  • good briefs
  • fair processes
  • and good feedback

What agencies want brands to commit to

Agencies don’t expect every pitch process to be perfect.

They want:

  • a process that’s fair and consistent
  • a brief that can be responded to
  • evaluation criteria they can see
  • confidence the decision is based on evidence
  • feedback that reflects the work

If you’re building long term reputation, pitch standards matter.

How Pitch’d supports pitch standards

Pitch’d is built to help marketing teams run agency selection with better standards:

  • define scope clearly
  • build transparent agency shortlists
  • manage pitch processes fairly
  • capture evaluation evidence and decision trails
  • support feedback and governance

Start with marketing agency search → /marketing-agency-search

FAQs

What are pitch standards?

Pitch standards are the principles and practices that make marketing agency selection fair, efficient and defensible - including clear scope, consistent processes, upfront criteria, aligned evaluation and meaningful feedback.

What makes a pitch process fair?

A fair pitch process is consistent across agencies, clear on criteria, proportionate in effort, and structured so evaluation is based on evidence rather than perception.

How many agencies should be shortlisted?

Most agency selections work best with 3–5 agencies. More than five usually reduces decision quality and stretches timelines.

Do all stakeholders need to score?

No. Everyone can be involved without scoring. Scoring should be reserved for evaluators who are aligned on the criteria and qualified to assess what’s being scored.

Can procurement run the pitch process?

Procurement can play a critical role in governance, process management and fairness - sometimes scoring commercial and risk factors only, and sometimes abstaining from scoring to protect neutrality.