April 9, 2025
What a marketing audit should actually tell you
Most audits are a list of everything that is technically imperfect. A useful one answers three questions and names what to do first.
Where is money being wasted right now
Not theoretical inefficiency. Actual spend going to searches that will never convert, pages sitting on page two that will never move, and sequences emailing people who left eighteen months ago. This is the part that pays for the work.
What is the single biggest constraint
Every account has one bottleneck that caps everything else. Sometimes it is traffic. More often it is a landing page, an offer, or a follow-up process that drops warm leads. Fixing anything else first just moves more people into the same leak.
What would you do with the next pound
A good audit ends with a ranked list, not a scored report card. If someone cannot tell you what they would change first and what they expect it to do, they have not understood the account.
What it should not include
Vanity scores, generic best practice checklists and recommendations that happen to require exactly the services being sold. If every audit from a supplier reaches the same conclusion, it was never an audit.
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