PLAYBOOK · 16
Marketing Audit + Strategy
A 14-day audit + strategy sprint that diagnoses the marketing system end-to-end, exposes the leaks (acquisition, lifecycle, attribution, brand), and produces a 90-day prioritized roadmap with unit-economic targets and operator hand-off plans.
→DIRECT ANSWER
A marketing audit is the diagnostic that exposes where the marketing system is leaking — acquisition, conversion, lifecycle, attribution, brand, or operator capacity. The deliverable is a prioritized roadmap, not a slide deck.
02CAPABILITY LAYER
This lives inside the Marketing Systems layer.
Most marketing teams know something is broken; few have a calibrated diagnosis of what, in what order, and at what cost. This audit is the diagnostic — followed by a roadmap that ranks fixes by impact, dependency, and unit economics.
See: Systems AuditOutcomes
What this hands you when it lands.
- 01End-to-end audit: acquisition, conversion, lifecycle, attribution, brand
- 02Leak map: where revenue is being lost and why
- 03Unit-economic baseline (CAC, LTV, payback) for each channel
- 0490-day prioritized roadmap, sequenced by dependency + impact
- 05Operator-capacity assessment + hand-off plan
- 06Optional sprint plans for top 3 fixes
The problem
Why most teams get this wrong.
Most marketing strategy decks are either too high-level to act on (Porter's Five Forces, again) or too tactical to be strategic ("post 4× per week"). The output we ship is operator-grade: every recommendation has an owner, a dependency, an impact estimate, and a priority that compounds with the others.
The system
Six audit modules. One coherent picture.
Acquisition audit
Channel-level review of paid + organic + outbound. Spend, return, scale ceiling, audience health, creative inventory, attribution credibility.
Conversion audit
Landing pages, forms, checkout / book-call flows. Heatmaps, funnel drop-off, message-match, mobile UX, abandonment recovery.
Lifecycle + retention audit
Welcome, activation, nurture, scoring, win-back. Coverage map vs leak map. Channel coordination.
Attribution + measurement
Tracking quality, GA4 health, server-side tracking presence, last-click vs first-click vs cohort, dashboard utility.
Brand + positioning audit
Voice, value prop, differentiation in market, competitive frame, message-architecture coherence across touchpoints.
Operator + capacity audit
Team structure, agency mix, tool stack, workflow bottlenecks, decision rights, talent gaps. The constraint behind the constraints.
Deliverables
Artifacts handed off, in writing.
Timeline
A 14-day sprint, three phases.
Discovery + data
Stakeholder interviews. Data pulls. Tooling access. Hypothesis intake from your team.
Audit + analysis
Run all six audit modules. Triangulate findings. Build leak map + roadmap.
Synthesize + deliver
Dossier finalized. Executive presentation. Working session to convert roadmap into your operating plan.
FAQ
Questions we get asked.
01How is this different from a typical agency audit?+
Most agency audits sell into ongoing services and emphasize the audit dimensions where they happen to retain capacity. This audit is independent — we diagnose, you implement (with us, with your team, or with another partner of your choice).
02Do we need to share sensitive data?+
You share what's comfortable. NDAs are standard. We can run a meaningful audit with platform read-access; deeper audits require revenue and CRM access.
03What if our team disagrees with findings?+
Good. The audit is a starting point for calibration. We default to "show, don't tell" — every finding is backed by data your team can re-examine.
04How quickly can we start the recommended fixes?+
Top 3 sprint plans are deliverable within 14 days post-audit. We can run them, your team can run them, or we can train your team to run them.
05Is this only for B2B / B2C / SaaS / ...?+
No — the methodology is industry-agnostic; the analysis varies by model. We have run this for SaaS, B2B Services, multi-location consumer, ecommerce, marketplaces.
06How does this compare to the Systems Audit service?+
The Systems Audit covers the broader business stack (RevOps, CRM, applications, search). This is the marketing-only deep dive. Often we run them in sequence.
07What ROI should we expect?+
Depends on the leaks we find. Typical pattern: 10–30% efficiency lift in year 1 from sequencing fixes correctly, plus uncapped upside from previously-blocked channels coming online.
08Do we get a roadmap we can hand to another agency?+
Yes — the roadmap is yours. Many clients use it to brief in-house hires, RFP new agencies, or align board reporting.
Run it
Diagnose first. Then build the roadmap.
A strategy call gets you a tailored 14-day audit plan within 48 hours.