# Marketing proposal evaluation scorecard

Compare proposals using the same business question and evidence standards. A scorecard should expose important differences rather than create artificial certainty around a supplier ranking.

Prepared by Nancy Chou Marketing Consultants (NCMC).
Official guide: https://ncmktg.com/information/resources-marketing-proposal-scorecard.html

## Decision brief

- Business question:
- Audience / buying situation:
- Owner and review date:
- Evidence available:
- Important assumptions:
- Constraints and dependencies:

## Working worksheet

| Condition or action | Evidence / current state | Owner | Next step and date |
| --- | --- | --- | --- |
| 1. Set the common business question |  |  |  |
| 2. Separate mandatory conditions |  |  |  |
| 3. Define evaluation criteria |  |  |  |
| 4. Record supporting evidence |  |  |  |
| 5. Resolve important gaps before deciding |  |  |  |

## Proposal comparison

Set essential conditions first. Define any scale before scoring. Record evidence rather than average away an unresolved mandatory requirement.

| Criterion | Proposal A: evidence and gaps | Proposal B: evidence and gaps | Follow-up question |
| --- | --- | --- | --- |
| Relevant experience | | | |
| Understanding of the decision | | | |
| Scope and named delivery owners | | | |
| Client effort and dependencies | | | |
| Cost, exclusions and handover | | | |

## Review

Record the decision, supporting evidence, limitations and next review. This original planning worksheet is educational guidance, not a contract, benchmark or guarantee of results. Keep confidential records and credentials out of an initial enquiry.