Brand Owners - Stop believing every agencies forecasting and audits They are 90%
By Noah Wickham · February 18, 2026 · Curated by George's Blog
Brand Owners - Stop believing every agencies forecasting and audits
They are 90% of the time made up
I spoke with a brand last week who talked to 6 different agencies before making a decision
Every single one gave them a comprehensive audit and a revenue forecast
Polished decks, color coded spreadsheets, projected growth curves that looked incredible
They went with a middle of the road option thinking they'd done their due diligence
The agency trashed the account in 90 days
Any junior analyst with an Excel formula can generate a revenue projection
It takes zero actual Amazon expertise to build a spreadsheet that says "you'll grow 40% in 6 months"
Forecasting doesn't equal results
It just means they know how to drag a formula down a column and make the numbers look good in a presentation
The audit problem is just as bad
Comprehensive audits that highlight every issue with your account are designed to do one thing: make you feel like your current situation is terrible and they have all the answers
Half the time the "critical issues" they find aren't even real problems or don't take brand nuance into account
They're manufactured urgency to close the deal
A real audit from someone who knows what they're doing is incredibly useful
How to actually evaluate an agency:
➡️ Ask for case studies relevant to your issues
➡️See if they have process alignment on your category
➡️Ask about their ability to pivot on strategy
➡️Look for a track record of success with similar client types
➡️Ask them what their process on optimization looks like
➡️Understand how they handle strategy for both products and brands
Watch how fast the conversation changes
Because the agencies who actually deliver results don't need to over-promise to win your business
Their track record speaks for itself
Stop getting sold on spreadsheets
Start asking for proof