Market, offer, and message
Review customer focus, value proposition, proof, differentiation, and whether the offer matches the buying problem.
Commercial Performance Diagnostic
Marketing & Revenue Audit
If marketing is busy but the path to revenue is unclear, start by finding out what the available evidence actually shows.
Where It Fits
A focused response to a clear business need
An audit is a diagnostic, not a standing leadership role or a new campaign plan. It follows the path from market and message through demand, handoffs, pipeline, measurement, and ownership to separate supported findings from assumptions before the team commits to changes.
- Reports show activity, but leadership cannot see how it connects to pipeline.
- Lead quality, follow-up, or stage definitions are disputed across teams.
- Multiple channels and partners operate without a coherent commercial view.
- Leadership wants a grounded baseline before changing strategy, systems, or structure.
Potential Scope
The work, organized around decisions
Demand and channel system
Map how awareness and demand are created, how channel roles differ, and what existing performance evidence can support.
Pipeline and handoffs
Inspect qualification, routing, follow-up, stage definitions, sales enablement, and the points where opportunities lose momentum.
Measurement and ownership
Assess source data, reporting logic, decision usefulness, role clarity, agency relationships, and operating cadence.
How the work takes shape
- 01
Gather evidence
Review available plans, messaging, campaign and pipeline data, reporting, systems, and perspectives from relevant leaders.
- 02
Trace the journey
Follow the buyer and information flow across teams to identify disconnects, unsupported assumptions, and decision gaps.
- 03
Prioritize findings
Organize observations by business relevance, evidence, dependency, and ownership so leaders know what to address first.
Questions buyers ask
When is a marketing and revenue audit useful?
When reports show activity but cannot explain pipeline, or when marketing and sales disagree about where opportunities lose momentum. It can also establish a baseline before a change in strategy.
What if we do not know the underlying cause yet?
That is a good reason to diagnose before prescribing. Ken reviews the available evidence across positioning, demand, handoffs, pipeline, and measurement, noting where the evidence is incomplete rather than assuming one channel is at fault.
Will the audit work with our current team?
Yes. Relevant leaders and team members provide context for the data and process. Findings should make the next decisions and ownership clearer for the people doing the work.
Is an audit hands-on execution?
No. It is a review and prioritization of findings, not ongoing management of campaigns or teams. If the problem calls for continued leadership or a new route to market, those are separate conversations.
Looking for more detail? Visit the frequently asked questions.
Let's talk about what you're working through
A short note is enough to start. You do not need to know exactly what kind of support you need yet.