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🎯Agency Discovery Call Debrief

Structured debrief template for capturing and scoring agency discovery calls — from BANT qualification to service recommendations.

by Peopsy

Preview: Discovery Call Debrief

Discovery Call Debrief

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Fill this out within 1 hour of the call while details are fresh. Score honestly — this helps the team prioritize pipeline and craft better proposals.

Call Details

Field	Details
Date	[YYYY-MM-DD]
Attendees (Client)	[Names, titles]
Attendees (Agency)	[Names, roles]
Duration	[XX minutes]
Call Recording Link	[URL or "Not recorded"]
Referred By	[Source: inbound, referral, outbound, event, etc.]

Client Background

Field	Details
Company Name	[Name]
Industry	[Industry / vertical]
Company Size	[# employees]
Estimated Revenue	[$X — $X range]
Website	[URL]
Current Agency	[Name or "In-house" or "None"]
Reason for Change	[Why they’re looking — contract end, poor results, growth, etc.]
Key Decision Maker	[Name, title]
Decision Timeline	[e.g., "Deciding in 2 weeks", "Next quarter"]
Estimated Budget	[$X,XXX / month or "TBD"]

Pain Points Assessment

Rate each pain point on severity (1 = minor inconvenience, 5 = critical business impact):

Pain Point	Severity (1–5)	Notes	Supporting Evidence
[e.g., Declining organic traffic]	[3]	[Down 25% YoY]	[Shared GA screenshot]
[e.g., High cost per acquisition]	[4]	[CPA doubled in 6 months]	[Mentioned budget concerns]
[e.g., No attribution model]	[5]	[Cannot prove marketing ROI to board]	[CEO pushing for accountability]
[e.g., Inconsistent brand presence]	[2]	[Different messaging across channels]	[Reviewed their social accounts]
[e.g., Low lead quality]	[4]	[Sales team rejecting 60% of leads]	[Discussed with VP Sales on call]

Current Tool Stack

Tool	Purpose	Satisfaction (1–5)	Contract End	Monthly Cost
[e.g., HubSpot]	CRM + Marketing Automation	[3]	[Date]	[$X,XXX]
[e.g., SEMrush]	SEO & Keyword Research	[2]	[Date]	[$XXX]
[e.g., Hootsuite]	Social Media Management	[4]	[Date]	[$XXX]
[e.g., Google Ads]	Paid Search	[2]	N/A	[$X,XXX ad spend]
[e.g., Mailchimp]	Email Marketing	[3]	[Date]	[$XXX]
[e.g., WordPress]	Website / CMS	[3]	N/A	[$XXX hosting]

BANT Qualification Scoring

Score each criterion from 1 (weak) to 5 (strong):

Criteria	Score (1–5)	Evidence / Notes
Budget	[_]	[e.g., "Mentioned $10K/month range, finance team involved"]
Authority	[_]	[e.g., "VP Marketing on call, reports to CEO who has final say"]
Need	[_]	[e.g., "Clear pain around lead quality, board pressure for results"]
Timing	[_]	[e.g., "Want to start next month, current agency contract ends in 3 weeks"]

💜

BANT total: [X/20]. Scoring guide — 16–20: Hot lead, prioritize. 11–15: Warm, nurture actively. 6–10: Cool, add to long-term pipeline. Below 6: Likely not a fit right now.

Recommended Services

Based on the pain points and goals discussed, here are the recommended services:

Pain Point	Recommended Service	Expected Impact	Priority
[Declining organic traffic]	SEO + Content Strategy	Recover and grow organic traffic 30%+ in 6 months	High
[High CPA on paid]	Paid Media Optimization	Reduce CPA by 25% while maintaining volume	High
[No attribution]	Analytics & Reporting Setup	Full-funnel attribution within 4 weeks	Critical
[Inconsistent brand]	Brand Guidelines + Social Management	Unified brand presence across all channels	Medium
[Low lead quality]	Lead Scoring + Funnel Optimization	Increase SQL rate from 40% to 70%+	High

Next Steps

Send thank-you email with meeting recap (within 2 hours)

Share relevant case study from their industry

Draft proposal based on recommended services above

Internal team review of proposal before sending

Schedule follow-up call to present proposal — target date: [Date]

Add prospect to CRM with BANT score and deal stage

Set follow-up reminder if no response within 3 business days

Internal Notes

Gut Check & Observations

[Your honest assessment of the prospect — cultural fit, red flags, excitement level, likelihood to close]

Competitive Considerations

[Are they talking to other agencies? Who? What’s our edge?]

Deal Risks

[e.g., Decision maker was not on the call]
[e.g., Budget seems aspirational rather than approved]
[e.g., Internal team may resist outsourcing]

Estimated Deal Value

Monthly retainer: $[X,XXX] | Annual value: $[XX,XXX] | Close probability: [X]%

About this template

Turn every discovery call into actionable intelligence. This template gives your sales team a consistent framework for documenting prospect details, scoring pain points, evaluating BANT criteria, and mapping challenges to recommended services. The internal notes section keeps sensitive assessments private while the structured tables make it easy to hand off to strategy teams if the deal progresses.

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