Control marketing/agency spend (creative, paid media, PR, production, agencies-of-record) using a simple system: scope clarity → acceptance → retainer utilization → pass-through rules → invoice QA → governance.

Primary outcomes:

• Cost reduction: reduce scope creep, unused retainers, pass-through markups, and unverified hours
• Risk mitigation: stronger IP/usage rights discipline, fewer disputes, clearer performance expectations
• Carbon impact: not applicable

Beginner truth: Marketing spend leaks because “deliverables” are vague and invoices don’t map to accepted work.

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What you’ll build

1. A standard SOW structure that forces clarity
2. Deliverable acceptance (what “done” means)
3. Retainer utilization tracking
4. Pass-through approval rules (media/production/third parties)
5. Invoice standards (every charge maps to a deliverable/campaign)
6. Monthly scorecard + quarterly QBR for critical agencies

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Step-by-step

Step 1 — Build an Agency Roster + Scope Map

List every agency/vendor and what they do (and don’t do).

Step 2 — Standardize SOWs

Minimum SOW sections:

• scope (included/excluded)
• deliverables with acceptance criteria
• revision limits
• timeline
• pricing model (retainer/project/T&M)
• pass-through rules
• reporting requirements

Step 3 — Install acceptance discipline

No acceptance = no payment approval.

Step 4 — Track retainer utilization

Retainers leak when:

• hours are not tracked
• deliverables are unclear
• overages happen “because it’s urgent”

Step 5 — Control pass-throughs

Pass-throughs must have:

• pre-approval
• receipts
• markup rules (cap or none)

Step 6 — Governance

Monthly:

• utilization + burn
• invoice anomalies Quarterly:
• performance review + scope reset + commercial terms

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Templates (copy/paste)

1) Agency Roster

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2) SOW Scope Checklist (marketing)

Copyable template (TEXT)
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Marketing SOW Scope Checklist

Included deliverables:
- list deliverables with quantities and timelines

Acceptance criteria:
- what “done” means for each deliverable

Revision policy:
- included revisions
- what triggers a change request

Reporting:
- performance metrics and cadence

Pass-through rules:
- what requires pre-approval
- receipt requirements
- markup cap rules

Pricing:
- retainer/project/T&M
- rate card if applicable

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3) Deliverable Acceptance Log

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4) Retainer Utilization Tracker

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5) Pass-through Pre-Approval Form

Copyable template (TEXT)
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Pass-through Pre-Approval

Vendor/Agency:
Expense type (media/production/travel/other):
Estimated amount:
Purpose:
Markup allowed? (Y/N) cap %:
Approver:
Evidence link:

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6) Invoice Standards (marketing)

Copyable template (TEXT)
Copy
Invoice must include:
- billing period
- campaign/project reference
- deliverable mapping
- rates/hours (if T&M) with named resources
- pass-through receipts attached
- pre-approval references for pass-throughs
If missing: dispute or hold until compliant

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Related resources (guaranteed to exist)

• Professional Services (T and M) Rate + Scope Control Playbook (professional-services-rate-scope-control-playbook)
• Pass‑Through Markup Checker (pass-through-markup-checker)
• Invoice Integrity Copy Pack (invoice-integrity)
• Change Order Governance and Budget Protection Playbook (change-order-governance-budget-protection-playbook)
• Vendor Performance and QBR Copy Pack (vendor-performance-qbr)
• Marketing Retainer Utilization Calculator (marketing-retainer-utilization-calculator)

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Definition of Done

• SOWs force deliverable clarity and acceptance
• retainers are monitored for utilization and overages
• pass-throughs are pre-approved and receipt-backed
• invoices map to accepted work