Revenue Signal AuditWhere is your revenue signal breaking?
A 16-question diagnostic of the trench layer underneath your marketing function: Source of Truth, Lead-to-Revenue Plumbing, Signal-to-Action Velocity, and Sales-Marketing Accountability. Most audits look at your programs. This one looks at the foundation underneath them, because if the trench layer is broken, no amount of new campaigns will fix your pipeline.
See the engine produce a full diagnostic from pre-filled scores:
Marketing breaks at the infrastructure level.
Most VPs inherit systems where the data hasn't been governed, the attribution hasn't been rebuilt, and nobody's checked whether the CRM and the ad platforms are even talking to each other. I go under the hood first, because the number on the dashboard is only as honest as the system feeding it.
CRM credited marketing with $210K. I wrote the lead source taxonomy, 17 marketing values mapped to 9 sales values, sequenced remediation across roughly 260K leads, and implemented the lead scoring, routing, intent data, and account hierarchy to get the attribution to hold. The first pass came back at $7.3M. I checked it. The verified number was $5.4M, and that's what I reported.
Inbound sat at 47 leads a month. Google Search spend ran $23,789 with no tie back to revenue. The following year, Google Search spend fell to $1,680. Inbound reached 300 leads a month. Organic and direct carried it.
Acxiom's Travel campaign generated $29M in closed-won revenue at 105:1 ROI. The full FY11 marketing budget for the year was $254K. One campaign, one fiscal year, verified against the performance analysis.