Marketing should be regularly audited and assessed to ensure that the function is delivering the outcomes the organization requires. In light of the high velocity change impacting marketing design, regular marketing audits are critical to maximizing performance. All marketing teams, even high-performance marketing teams, benefit from the outside perspectives and inspiration a marketing audit provides.
Our marketing audit looks across the main dimensions of marketing design – strategy, structure, processes, and technology. Performance is put in context of benchmarks and best practices. We use a proprietary maturity model to help contextualize current performance and make recommendations future growth. In addition, the marketing audit report provides practical guidance on how to improve marketing performance.
Marketing Technology Capability Audits
Our marketing technology capability audit maps an organization’s marketing and customer strategy to its current marketing technology capabilities. We identify gap capabilities map them based on business value they will deliver. From this prioritization, a strategic MarTech roadmap is created. The capabilities underpinning the marketing technology audit are from Colleen Scollans proprietary framework – 12Ps of Marketing Technology ©.