Marketing Audit
Find What's Broken Before You Scale It
Most companies scale their marketing before they understand why it is not working. A marketing audit diagnoses the real problems - ICP mismatch, positioning gaps, channel inefficiency, CRM failure points - and produces a prioritized action plan so every dollar invested from here on works harder.
What a Marketing Audit Covers
ICP and Targeting
Are you targeting the right companies? Are your current customers the customers you want more of? Is your marketing spending money on companies that match your ICP or a vague approximation of it?
Positioning and Messaging
Is your positioning differentiated or generic? Does your website copy say anything your competitors could not say? Does your messaging address the actual objections and buying triggers of your ICP?
Website Conversion
What percentage of visitors convert to leads? Where does traffic drop off? Are your highest-intent pages optimized for conversion? What is the website contributing to pipeline?
Channel Portfolio
Which channels are generating pipeline and at what cost? Which are generating vanity metrics? Is your channel mix appropriate for your stage and ICP? Are you missing high-ROI channels?
Content Strategy
Is your content aligned to buyer journey stages? Are you generating content that your ICP actually searches for? Is content contributing to pipeline or just traffic?
CRM and Lead Management
How are leads tracked and assigned? What is the MQL-to-SQL process? Are leads followed up promptly? Is marketing and sales data integrated enough to measure attribution?
Marketing-Sales Alignment
Do marketing and sales agree on the ICP definition? Are there shared lead definitions and SLAs? Does sales know what marketing is generating and does marketing know what sales is closing?
Budget and ROI
Is your marketing budget allocated to the highest-ROI activities? Are you measuring ROI correctly? What is your true CAC by channel and how does it compare to LTV?
The Audit Process
Week 1: Data Access and Review
Access to CRM, analytics, ad platforms, email platform, brand assets. Quantitative review of all channel performance, lead volumes, conversion rates, and spend by channel.
Week 2: Stakeholder Interviews
Structured interviews with CEO/founder, sales leadership, marketing team members, and optionally 3-5 customers. Qualitative data to explain what the numbers are showing.
Week 3: Analysis
Synthesis of quantitative and qualitative findings. Identification of root cause issues (not just surface symptoms). Prioritization of opportunities by impact and difficulty.
Week 4: Report and Action Plan
Findings presentation to leadership: what is working, what is broken, why, and a prioritized 90-day action plan to fix the highest-impact items first.
Audit Deliverables
- Written audit report with findings across all 8 dimensions
- Channel performance analysis with ROI calculations per channel
- Website conversion analysis with specific recommendations
- ICP assessment with recommendation to narrow, expand, or redefine
- Positioning gap analysis with competitive context
- CRM and attribution assessment
- Prioritized 90-day action plan: top 5 quick wins and top 3 strategic priorities
- Budget reallocation recommendation
- Live findings presentation with Q&A
Frequently Asked Questions
What is included in a marketing audit?
A comprehensive audit covers ICP definition and targeting accuracy, positioning and messaging effectiveness, website conversion performance, channel portfolio analysis, CRM and lead management, content strategy, marketing-sales alignment, and budget allocation. The output is a prioritized action plan.
How long does a marketing audit take?
A thorough audit takes 2-4 weeks: data access and review, stakeholder interviews, analysis, and report preparation. Rushed audits miss the systemic issues that cause the surface symptoms.
What does a marketing audit cost?
Standalone audits range from $8,000 to $25,000 depending on company size and scope. Most companies find the audit pays for itself immediately by identifying and stopping wasted spend in channels that are not generating qualified pipeline.
Ready to Find What's Actually Holding Back Your Pipeline?
Book a 30-minute call to discuss your situation and what the audit would focus on for your company specifically.
Request an Audit