Marketing and sales audit

When a review is useful

An audit helps when the problem is visible but its cause is unclear. An ad platform may report enquiries while salespeople question lead quality and the owner cannot connect spending to payments.

• Advertising spends money, but its contribution to sales is unclear.
• Enquiries arrive, but few reach a meeting, proposal or purchase.
• The website, advertising and sales operate separately, with conflicting recommendations from suppliers.
• You need to decide whether to invest in acquisition, the website, CRM or the way your team works.

What the audit covers

I look beyond tool settings at how customers choose your business. We agree the scope around your question and the available evidence.

• Offering and audience: who buys, what you promise and why someone should choose your company.
• Advertising and website: from the message and landing page to the enquiry.
• Lead handling: assignment, ownership, follow-up and reasons for lost deals.
• CRM and reporting: stages, data completeness and the ability to connect a source to a deal outcome.

What information helps

For the first conversation, describe what you sell, to whom, what changed and where you see the problem. We can then identify the reports and examples needed. Do not send passwords or customer databases through the website form.

• Channel spending and enquiries for a comparable period.
• Examples of enquiries and their progress through sales, with personal data removed where appropriate.
• Current pages, advertising offers and lead-handling rules.
• Payment and sales-cycle data, where available.

What you receive

I document the current customer journey, visible losses and conclusions the evidence cannot yet support. Missing data is recorded separately: an absence of tracking is not proof that a channel is ineffective.

The plan explains what to change first, why it matters and how to assess the effect. You can hand it to your team or discuss my involvement in implementation.

How scope and cost are determined

They depend on the number of channels, products and teams, and the state of your reporting. Before work begins, we agree the questions to review, required access, deliverables and timing. If a consultation can resolve the issue, I will recommend that format.

Project experience

Each case identifies the task, work delivered, my role and the context behind the outcome.

Before we start