Marketing Audit: Why an external perspective gives your marketing a decisive boost
- Turicum Marketing
- Sep 4
- 3 min read
TL;DR: A marketing audit reveals what's working, what's wasting budget, and where the next three to five levers lie. External experts bring objectivity, benchmarks, and speed—without internal politics. The result: a clear scorecard, a clear roadmap, and measurable quick wins.
What is a marketing audit – and what are its specific benefits?
A marketing audit is a structured review of your strategy, channels, data, and processes—with the goal of increasing impact rather than activity . The core output is:
a focused scorecard (5–8 key performance indicators) that counts,
a leverage matrix (impact × effort),
a 30–90-day roadmap for rapid implementation
Why an external marketing audit?
Objectivity instead of operational blindness: Outsiders see patterns that appear “normal” internally
Benchmarks & Best Practices: What really works in comparable setups – and what is “nice-to-have”?
Pace & Focus: No daily routine, no legacy issues – just priorities and results
Change enablement: A neutral outcome creates acceptance for decisions (budget shift, channel stop, new messaging)
Risk minimization: Small experiments early on instead of expensive big bangs later
What is checked in the marketing audit?
Strategy & ICP: Who buys, why, and with which value proposition?
Funnel & Conversions: From traffic to deals – where are the real drops?
Channels & campaigns: Paid/Organic, Social, Email – Efficiency, Frequency, Fatigue
Website & CRO: Relevance, Friction, Form UX, Speed, Proof
CRM & Lifecycle: Lead qualification (MQL→SQL), nurtures, hand-off to Sales/CS, re-activation
Tracking & data quality: GA4/Tagging/UTMs, Events, Attribution, Dashboards
Content & Creatives: Messages, Recognizability, Test Backlog
Processes & team roles: responsibilities, SLAs, cadence (weeklies, reviews)
Typical findings & quick wins
Too many KPIs, too little control: Reducing to 5–8 key performance indicators brings clarity
Leads without hand-off: SLAs + templates → higher show-up rate and faster initial conversations
Budget leak: Shift from low-ROI to high-leverage tests
Data confusion: UTM discipline, uniform events → reliable reporting
Lifecycle holes: 3-part nurture route increases SQL rate – without increasing media spend
The process – this is how an external marketing audit works
Kick-off & hypotheses: goals, ICP, expectations, data access
Data review & interviews: KPIs, channels, funnels, sales feedback
Analysis & Benchmarking: Efficiency, gaps, areas of opportunity
Results & Prioritization: Scorecard + Leverage Matrix (Quick Wins, Fast Follows)
Roadmap & Handover: 30–90-day plan with owners, metrics, and review ritual
Internal vs. external – what makes sense?
Internal : In-depth product knowledge, rapid implementation in day-to-day business
External : Independence, fresh perspective, comparable values, clear conclusion & handover
Best of both: external analysis + internal implementation – with a common review cycle
When is the right time for a marketing audit?
Pipeline stagnates, CAC rises, closing rate falls
Team is busy, priorities are blurred
Relaunch, replatforming or market entry is imminent
You need decidable facts for budget & focus
Output you should expect
Executive Summary on 1–2 pages
Scorecard (5–8 KPIs, definitions, goals)
Leverage matrix (impact × effort)
30–90-day roadmap with owners, milestones, review dates
Bonus for local SMEs in Zurich
On-site workshops, short communication lines, direct coordination – combined with a smooth handover to your team. This way, the expertise stays within the company, implementation runs smoothly – and you see the impact in the numbers.
FAQ – Marketing Audit (short & concise)
How "deep" does the audit go? Deep enough to deliver actionable recommendations—not a collection of slides, but a priority plan with metrics.
Will this disrupt my team's daily routine? No. We gather targeted input, work in parallel, and relieve the line's workload through clear decisions.
What happens after the audit? Either your team implements the plan, or we provide project-based support (e.g., campaign sprint, CRM/lifecycle fix).
Next step
If you want to know where your budget is being wasted and which 3-5 levers will have a short-term impact, let's initiate a marketing audit and translate it into a clear roadmap – focused, measurable, and ready for handover .
