activities

Marketing and Sales Audit

This is an analysis of your marketing and sales structure, where opportunities and money are being lost, and what needs to change to align processes with business goals. If you don’t know which activities bring in customers, why your marketing budget is growing but your sales aren’t, or which channels should be strengthened or eliminated, you need an audit.

Let’s discuss your project

We conduct audits of the connection between marketing and sales. Most audits focus on ad spending on Yandex, website content, and email campaigns. We go deeper to determine if there is real mutual understanding between marketing and sales. Do they agree on what constitutes a good lead? Is your audience truly your target audience and the source of your main revenue, or are sales more random? Often, the problem is not the channel or the creative, but rather that the departments work toward different metrics and do not see the full picture. An audit can reveal this in four to six weeks.

When do companies turn to an audit?

Sales say that leads are irrelevant

There is a sense that marketing and sales operate in different realities. Marketing believes they are doing everything correctly, but sales are dissatisfied with the quality. No one knows who is right.

Sales are stagnating or declining

You invest more in advertising, content, and events, yet the volume and quality of inquiries remain unchanged or decline. The metrics do not match intuition.

Сontent isn’t reaching the right audience

You have a website and materials, but you are unsure if they effectively communicate the value of your product to your target audience. There are many general statements and little specificity regarding roles and industries.

Many actions, but no single strategy

There are separate campaigns: paid search, social media, email, webinars. But there is no clear logic of how all of this works together toward one goal and one funnel.

New product was launched, but it is not taking off

There is a good product, but the market is not responding as expected. Leads are not coming in, requests are rare, conversions are low. It is unclear whether the problem is in the product, the positioning, or the channels.

No confidence that marketing influences sales

There is no end to end analytics. You do not see the full picture: how many leads became customers, what path each customer took, which channels actually work. Marketing reports on some metrics, sales on others, and they are not connected.

What does an audit help with?

Take a look at the real issues

Understanding where the budget is leaking

Getting a ready action plan

Connecting marketing with business goals

What is included in the audit?

We start not with advertising accounts, but with understanding the business.
Interview with the owner or CEO: what strategic goals the company has, which products are priorities, what the planning horizon is, what resource constraints exist.
Interview with marketers: what activities have already been carried out, what hypotheses have been tested, how decisions are made, what reporting currently exists.
Iinterview with the commercial director and salespeople to learn about objections, customer pain points, the sales process, how much time is spent working with leads, and which leads turn into deals.
Interview with the product team: how the product really differs, what cases exist, which segments respond best, which objections you hear most often.

We examine how marketing is tied to business goals.
We analyze your current positioning to determine if it is clear who your product is for, what problem it solves, how it differs from alternatives, and how well these points are communicated through your website and materials.
An evaluation of ICP and segmentation is necessary to determine how target segments are currently defined, if there is prioritization, and which segments generate the most revenue and margin.
We also analyze marketing goals and KPIs, including which metrics are used, how closely they are connected to revenue and deals, and whether these metrics are sufficient for decision-making.

We examine not only traffic, but also the path to an inquiry and lead.
We analyze the website and landing pages, including their structure, messaging, offers, lead capture points, and alignment with target segments and funnel stages.
We analyze advertising channels to determine which ones are used (paid search, targeting, industry media, email, events, etc.), which ones generate traffic and inquiries, and where the cost per lead is too high.
We also analyze funnels from the first touchpoint to the inquiry. We identify where customers drop off, which steps are unnecessary, and which steps are missing (e.g., content, touchpoints, and offers).

A marketing audit is impossible without numbers.
The analysis of existing analytics includes determining which systems are used (end-to-end analytics, web analytics, and CRM reports) and whether there is a link from channel to inquiry to deal.
Verify data accuracy by checking whether attribution is configured correctly, if all inquiries enter analytics, and if sources are being lost.

Study of the competitive landscape, including the websites and online presence of key competitors.
Analysis of value propositions, positioning, and communication with the target audience.
Analysis of any publicly available advertising campaigns.

As a result of this work, you will have a complete picture.

You will know where the bottleneck is in your system, whether conversion drops at the MQL stage, quality declines at the transition to SQL, the sales cycle is too long, or if there is no nurture system.
You will also understand why this is happening. You will know if the ICP is defined incorrectly, if there is no BANT qualification, or if there is no SLA between marketing and sales.
You will also know which channels actually work and which waste budget.
You will also learn how marketing and sales can work together rather than against each other.

In addition to the report, we will prepare an action roadmap, which is a prioritized plan for a quarter to a half-year. It will outline which steps need to be taken first, which can be postponed, and which hypotheses to test and in what order.

Are you ready to find out where your sales are hidden and what is wrong with your marketing?

Sign up for a preliminary consultation, and we will discuss your business challenges.

Pay special attention to the following points

An audit only works if you are ready for honest answers

The purpose of an audit is not to tell you what you want to hear. It is to show the truth. Sometimes, marketing is effective, and the problem lies in sales. Sometimes the opposite is true. Sometimes, the problem is not in the departments, but rather, in the product or its packaging. If you are ready for this level of honesty, the audit will be extremely useful.

Auditing helps the team reach an agreement

When marketing and leadership gain a unified, data-driven picture, the conversation changes. Instead of everyone pulling in different directions, shared logic and transparent evaluation criteria for marketing emerge.

The first step is an audit

The main value of an audit is the roadmap. Once you have it, you can implement changes independently, with our assistance, or with the help of other contractors. The important thing is that you have a clear, well-grounded plan rather than a set of disconnected ideas.

What if I disagree with the conclusions?

That’s normal. Everything is based on data and interviews. If you disagree with the interpretation, we can examine other possibilities. There is always room for discussion during the presentation.