The problem this solves
The pattern we see: budget spread across paid, content, events, and outbound because each has an internal advocate, attribution that stops at the form fill, lead targets hit while revenue targets slip, and a growth plan that assumes next year works like last year plus twenty percent. Nobody can answer the basic question of what a customer costs to acquire through each channel, so budget decisions default to habit and whoever argues loudest.
How we work
We reconstruct your growth model from the bottom up: where demand enters, what each channel costs, how leads from each source convert through to closed-won, and how long that takes. That means digging into your CRM, ad accounts, and analytics rather than taking the marketing dashboard at face value. Where attribution is broken, documenting exactly where it breaks is part of the finding.
We then stress-test the model your growth plan assumes. If the plan needs pipeline that current channels cannot produce at current conversion rates, we show the gap in plain numbers. If one channel quietly subsidizes the others, that becomes visible too.
You get a channel-by-channel scorecard and a written assessment of whether your growth model is sound, fragile, or fictional, with the specific evidence behind each verdict. It is the audit to run before committing next year's marketing budget.
Deliverables
- Channel scorecard covering cost, volume, and conversion to revenue per source
- Growth model reconstruction with documented assumptions
- Attribution gap report showing where source data breaks down
- Pipeline coverage analysis against your stated growth targets
- Prioritized recommendations on channel investment and measurement fixes
What buyers ask before scoping.
How is this different from the Funnel Conversion & Lifecycle Audit?
This audit looks at how demand enters the system and whether the acquisition math holds across channels. The funnel audit looks at what happens after demand exists: stage-by-stage conversion and where leads leak. If your problem is not enough pipeline, start here; if pipeline exists but does not close, start there.
What access do you need to run this?
Read access to your CRM, ad platforms, and web analytics, plus whoever owns the marketing budget for one or two working sessions. We do not need perfect attribution to start; incomplete data is normal and mapping its gaps is part of the deliverable.
Does this cover outbound and sales-sourced pipeline too?
Yes. A growth model that only counts marketing-sourced demand misses half the picture in most B2B companies. We include outbound, partner, and referral motions in the channel analysis, because the interesting finding is often that the cheapest pipeline source is the one getting the least deliberate investment.
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Sounds like your situation?
30 minutes, your calendar, no slide deck. We tell you honestly whether this module fits.
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