6 Things to Look for in a Digital Marketing Statement of Work (SOW) Before You Sign

Not all Statements of Work are created equal. When you’re hiring a digital marketing agency, the SOW sets the tone for your entire engagement. It is the foundation for a flexible, transparent, and accountable partnership.

But here’s the reality: many SOWs lock you into rigid scopes, unclear expectations, and deliverables that don’t flex with your business. Before you sign, here are 6 things to make sure your SOW includes so you’re protected, empowered, and set up for a successful partnership.

1. Flexible Scope Tied to Goals 

Your priorities will evolve, your SOW should too.

Look for language that ties the scope to your current goal, not just static deliverables. This could read “proposed scope based on initial goals”. Look for a predetermined cadence to re-evaluate your project plan and strategies. At Seer we conduct quarterly project planning to reflect and realign. This gives you flexibility to shift tactics as your business evolves.  

💡 Why it matters: Marketing priorities change fast. A rigid SOW means you’re stuck paying for work that may no longer serve your bottom line.

2. Termination Clause

No long-term handcuffs. A fair SOW should give you a clean, no-fuss exit to the partnership, whether due to shifting business needs, economic changes, or simply a misalignment. At Seer, our standard is a 30 day out. 

💡 Why it matters: A termination clause signals that the agency stands by its value and doesn’t rely on long-term contracts to retain clients. It also lowers risk for your team when choosing a new partner.

3. Defined Roles & Responsibilities

The SOW should clearly spell out who is responsible for what, on both sides. 

💡 Why it matters: It keeps projects moving and sets clear expectations from the get-go. Neither party can operate in a silo. Make sure you understand what to expect from the agency and what your team’s role is in driving success towards the goals you aim to achieve.

4. PM Tools, Communication Channels & Reporting Cadence 

The SOW should spell out how you’ll work together day-to-day. What project management tools will you use, if any? How will you communicate (Slack, email, Basecamp)? When can you expect reporting and in what format?

💡 Why it matters: Clear expectations around tools and reporting reduce friction and increase transparency. Are you getting a live dashboard or a monthly recap deck? One gives you real-time insight, the other, a snapshot. Make sure the SOW outlines exactly how you’ll stay informed and aligned throughout the engagement.

5. Data Confidence & Analytics Readiness

Make sure the engagement accounts for the integrity of your data. If you're measuring performance against goals, but your data is incomplete or inaccurate, you can’t trust the results. If you do not have confidence in your data, consider scoping time upfront for an analytics audit or allocating budget to address tracking gaps.

💡 Why it matters: We’ve seen projects stall because the data wasn’t reliable. Without trustworthy data sources, you can’t prove what’s working or justify your investment. A strong engagement starts with data you can trust.

6. AI & Data Security Policy

AI is changing how digital work gets done. Your contract should call out when (or if) the agency uses AI tools and in what capacity. It’s about transparency and aligning on quality, ethics, and data security upfront.

💡 Why it matters: Know how your data is used and how your work is executed. See Seer’s AI policy here.

Lock In Flexibility and Trust

If you’ve been burned by unclear deliverables, slow pivots, or misaligned priorities in past agency relationships, the SOW is where to course-correct. Think of it as your blueprint for flexibility, trust, and long-term success.

Want to see what a strategic SOW looks like? Reach out. We build our partnerships around your goals.