Marketing Audits.
2016-2026
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Marketing Audits
(01)
Your marketing is running. Your revenue should be growing faster.
A B2B marketing audit and assessment identifies exactly where your budget is leaking, fixes the gaps in your strategy, and gives you a clear, prioritized plan to grow. No fluff. No agency upsell. Just answers.
Most B2B companies waste 20–40% of their marketing budget on channels that aren't working, tactics without clear KPIs, and strategies never built around revenue. The problem isn't effort — it's visibility. A marketing audit and assessment shows you exactly what's broken and what to do about it. (See findings from 20+ completed audits →)
What Is a B2B Marketing Audit and Assessment?
A marketing audit is a structured, independent review of your entire marketing function — not just your ad accounts or your website, but the full system: strategy, channels, budget allocation, brand positioning, demand generation, team structure, and KPI and revenue alignment.
A marketing assessment goes further: it evaluates your team's capability, your process maturity, and where marketing is losing ground to internal bottlenecks — not just external channel performance. Together, they give you a complete picture.
The goal isn't a report full of observations. It's a an action plan that tells you what to fix first, what to cut, and where the fastest revenue recovery sits.
Without a coherent strategy underneath it, even well-executed tactics don't move revenue. (What's a Marketing Strategy, and Why Would Your Business Need One? →)
This is not a free audit used to sell you a retainer. My audits are paid, independent, and advisory-only. Every recommendation is in your interest, not mine. (What Does a Marketing Audit Cost and What's the ROI? →)
gregory@sequencedm.com
(2026)
What's Covered In a Marketing Audit?
Marketing Strategy & Brand Positioning
• Are your marketing goals aligned with your revenue targets?
• Is your brand positioning clear, differentiated, and consistent?
• Are you targeting the right buyers with the right message at the right stage of the funnel?
• Where is your positioning losing ground to competitors?
KPI and Revenue Alignment
• Do your marketing KPIs connect directly to business revenue goals — or are you optimizing for vanity metrics?
• Is every marketing initiative tracked back to pipeline, deal flow, and measurable outcomes?
• Are you measuring conversion at each stage of the funnel, or only at the top?
• What does your current reporting tell leadership — and what is it failing to surface?
Demand Generation & Pipeline Review
• Is your pipeline being built deliberately or by accident?
• Where are leads dropping off?
• Are your campaigns structured to attract high-intent buyers, or just traffic?
• Is your mid-funnel engagement strong enough to hold prospects through a long B2B sales cycle?
Channel Review & Performance Analysis
• Which channels are driving qualified pipeline — and which are burning budget on activity that doesn't convert?
• Website conversion, UX, and messaging clarity
• SEO health, keyword positioning, and organic visibility
• Paid media performance: Google Ads, LinkedIn, Meta
• Email marketing effectiveness and segmentation
LLM Visibility and AI Discoverability
• Does your brand surface accurately in ChatGPT, Perplexity, Claude and AI-powered search results?
• Is your content structured to be cited by AI systems?
Read: AI Marketing Integration: What Separates Results from Hype →
Marketing Team Structure & Process Improvement
• Is your marketing team structured around outcomes — or around outputs and activity?
• Are roles and responsibilities between marketing and sales clear?
• Where are internal process bottlenecks?
• Do you have the right mix of strategic and executional capability for your current stage of growth?
• What process improvements would unloc immediate gains?
Competitive Positioning
• How does your marketing compare to your top three competitors?
• Where are the gaps — and where are the opportunities?
• Is your differentiation clear enough that a buyer in active research can articulate why you're the better choice?
Deliverable
Every audit concludes with a prioritized findings report and a phased action plan: what to fix now, what to address next quarter, and what to build over the next 12 months. You'll know exactly where to focus — and why.
Ready to find out where your marketing is losing revenue?
Most clients recover meaningful spend within the first 30 days of implementing audit recommendations.
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Marketing Audit Cost
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Marketing Audit Pricing. Every marketing assessment is different, but pricing transparancy is important.
Tier 2 — Full Audit
Basic +
sequenceDM®
From $6500
$3000
Perfect for B2B companies running active marketing who want the complete picture — not just a snapshot.
You'll get a full review of every channel, your demand generation pipeline, competitive positioning, AI discoverability, and a 12-month action plan that tells you exactly what to fix, what to cut, and where to invest next.
What's included:
Everything in Tier 1
Full channel review — all active channels, not just 2–3
Demand generation and pipeline review
Competitive positioning analysis (top 5 competitors)
Brand messaging assessment
LLM visibility and AI discoverability review
Marketing team structure and process improvement
Comprehensive findings report with phased action plan (now / next quarter / 12 months) + 90-minute debrief and strategy session
Estimated delivery:
4-6 weeks
Tier 3 — Audit + Advisory
Basic +
sequenceDM®
From $5,000 CAD/month
$3000
Perfect for companies who want the audit findings actually implemented — not just delivered.
You get everything in the Full Audit, plus ongoing fractional CMO support: embedded senior-level leadership, monthly strategy, and hands-on execution guidance without the cost of a full-time hire.
What's included:
Everything in the Full Audit
Monthly fractional CMO / partial CMO retainer
KPI dashboard setup and revenue-aligned tracking
Demand generation program development
Marketing team structure and process building
Vendor and agency management (briefing, oversight, accountability)
Quarterly strategy reviews and planning sessions
Priority access and ongoing advisory between sessions
Estimated delivery:
Ongoing
Why Not Just Do This In-House?
You could. But the value of an independent marketing audit is objectivity. When your own team audits its own work, confirmation bias is real — and expensive. Every organization is too close to its own execution to assess it clearly.
My work is built on 15+ years of B2B marketing leadership, including Director-level roles at Fidelity Investments Canada, and 100+ projects across solar, legal tech, financial services, SaaS, edtech, and creative industries.
What you get that an internal review won't give you:
• An outside perspective with no attachment to what's been done before
• Pattern recognition from dozens of audits across multiple B2B verticals — the same structural problems appear repeatedly, and knowing them on sight accelerates the diagnosis
• Honest KPI and revenue alignment assessment — not one filtered through internal politics
• A findings report built for executive decision-making, not consensus management
• Process improvement recommendations grounded in what high-performing marketing organizations actually do differently
• AI discoverability and LLM visibility review — a gap most internal teams aren't yet equipped to assess
Read more: Your Marketing Is Leaking Revenue: Insights from 20+ Completed Marketing Audits →
On the AI strategy gap: AI Marketing Integration: What Separates Results from Hype → — only 17% of marketing professionals have received detailed AI training. The gap between tool adoption and strategic expertise is where the real risk sits.