Template T-01: Discovery Call Agenda & Preparation — Copy-Paste Ready

This template provides everything you need for a professional, high-converting discovery call. Copy the email directly into your CRM or email client. Print the call notes template before every call. Customize bracketed fields only.

Company Research (15 minutes)

• [ ] Review company website — products, services, positioning, recent updates

• [ ] Check recent news, press releases, and blog posts

• [ ] Review LinkedIn company page for headcount changes and announcements

• [ ] Check Glassdoor for culture insights and leadership stability (optional)

• [ ] Identify top 2-3 competitors and their marketing presence

• [ ] Check Crunchbase or similar for funding history and growth trajectory

Prospect Research (10 minutes)

• [ ] Review LinkedIn profile — background, tenure, career progression

• [ ] Check recent LinkedIn activity, posts, and engagement patterns

• [ ] Identify mutual connections for rapport building and warm introductions

• [ ] Note any common interests, alumni networks, or shared experiences

• [ ] Review Twitter/X or other public social if active

Account & Marketing Research (10 minutes)

• [ ] Current marketing presence: ads running, content publishing frequency, social activity

• [ ] SEO overview: estimated traffic using SimilarWeb or Ahrefs, keywords ranking

• [ ] Estimated ad spend using Meta Ad Library, Google Transparency, or third-party tools

• [ ] Technology stack using BuiltWith or Wappalyzer (CMS, analytics, marketing automation)

• [ ] Review existing creative: messaging, offers, calls to action, landing pages

Subject: Agenda for tomorrow's call — [Company Name] + [Your Agency Name]

Hi [First Name],

Looking forward to our conversation tomorrow at [Time] [Time Zone].

I've done some preliminary research on [Company Name] and I'm genuinely excited about the potential fit. Here's what we'll cover in our [60]-minute call:

• What's working in your current marketing

• What's not working or keeping you up at night

• Your current tools, team structure, and monthly investment

• What success looks like for [Company Name] in 12 months

• What's prevented progress so far — capacity, expertise, or strategic clarity

• Timeline, seasonality, and urgency drivers

• How we help [industry] companies like [Company Name] achieve [specific outcome]

• One relevant case study or result from a similar client

• What makes our methodology different from typical agencies

• Whether there's genuine mutual fit based on your goals and our expertise

• What next steps look like if we both want to move forward

• Any questions you have for me about process, pricing, or timeline

No preparation needed on your end — just come ready to talk openly about [Company Name]'s marketing goals and challenges.

See you tomorrow,

[Your Name]

[Title]

[Agency Name]

[Phone] | [Email]

Opening Rapport (2 minutes)

Script: "Thanks for making time, [Name]. Before we dive in, I want to acknowledge — I've seen what [Company Name] is doing in [specific area], and it's impressive. The [specific detail from research] caught my attention."

Goal: Build genuine rapport, demonstrate preparation, lower defenses.

Section 1: Current State Diagnostic (10 minutes)

Script: "Walk me through what's working best right now. I want to understand your foundation before we talk about what's missing."

Section 2: Goals & Barriers (10 minutes)

Script: "I hear the goal. Now help me understand the gap. What's the single biggest barrier — people, process, or platform?"

Section 3: Decision Process & Criteria (5 minutes)

Script: "Budget conversations are always awkward, so I'll be direct. Clients in your situation typically invest between [$X] and [$Y] monthly for the scope we've discussed. Is that range workable, or should we adjust the scope?"

Section 4: Our Approach & Fit (5 minutes)

Script: "Based on what you've shared, here's how we approach this exact challenge..."

• Share one highly relevant case study with specific metrics

• Explain your unique methodology or framework

• Describe what makes you different from competitors they've likely spoken with

Section 5: Next Steps (3 minutes)

Script: "I think there's a strong potential fit here. Here's what I propose as next steps..."

• Define specific next action (send proposal, schedule strategy session, audit, etc.)

• Confirm timeline for next step

• Set expectation for proposal delivery if applicable

Score each factor 1-5. Minimum passing score: 70/100.

• 85-100: Hot lead — prioritize immediate follow-up

• 70-84: Qualified lead — standard follow-up process

• 50-69: Nurture — add to long-term email sequence

• Below 50: Disqualify — politely decline or refer elsewhere

Within 15 minutes of call end:

• [ ] Complete call notes in this template

• [ ] Update CRM with call summary, lead score, and next step

• [ ] Send follow-up email within 2 hours (template below)

Within 24 hours:

• [ ] Update lead score based on complete information

• [ ] Brief strategist or delivery team if complex scope

• [ ] Schedule next meeting or queue proposal

• [ ] Add to appropriate pipeline stage

Within 48 hours:

• [ ] Connect on LinkedIn with personalized note

• [ ] Add to retargeting audience if applicable

• [ ] Log any competitor mentions for intelligence

Subject: Great speaking today — next steps for [Company Name]

Hi [First Name],

Thanks for the conversation today. I enjoyed learning about [Company Name]'s goals and the challenges you're navigating.

• [Summarize their primary goal in their words]

• [Summarize their primary obstacle]

• [Note any timeline or budget parameters discussed]

• I'll send [specific deliverable: proposal, audit plan, case studies, etc.] by [day and time]

• Please review and let me know any questions by [day]

• We'll schedule a [walkthrough/strategy session] for [day range]

• [Attach or link relevant case study]

• [Attach or link relevant guide or resource]

Looking forward to next steps,

[Your Name]

[Title]

[Agency Name]

[Phone] | [Email]

[Calendar Link]

Subject: Appreciate your time — a better direction for [Company Name]

Hi [First Name],

After our conversation, I believe [Company Name] would be better served by [specific alternative: internal hire, specialist agency, different service type, etc.] rather than our model.

I'm happy to refer you to [specific resource or contact] if that would be helpful.

Wishing you success with the initiative,

[Your Name]