I would start by really diving into what you want to accomplish with the marketing company. What are your goals and how do you see the marketing company helping you accomplish those goals? Start at the top and rank your goals as they align with your business strategy. A good marketing firm will really want to know your goals and learn about you and your company.

While most marketing consultants will say that they can help you with all the items you mentioned, most will have a strength in one or two areas and may not be able to deliver on the others unless they are a larger firm which may or may not be a benefit to you. Decide on your negotiable and nonnegotiable items as they align with your strategy. This will also apply to your budget and the investment you will make with the marketing consultant to help you accomplish your goals. Really try to understand their pricing structure and their timeline to deliver and an your exit strategy should the company not work out (read the fine print). This takes me to your major concerns (fears) with hiring a marketing company and how do you alleviate or minimize them by asking the right questions/verifying. Go with your gut. If they seem questionable. Pass on them because you are wasting your time and money. Your doing a great job by asking the question! Good luck!!!