What is a Marketing Audit?

A 3 minute read by James

If you could see the greatest weaknesses within your company, would you dare to confront them?

This is not just a provocative statement, many people are simply not brave enough to identify and correct fundamental flaws in their own workflows and behaviour. “But this is the way that we have always done it!” If this were a modern manner of thinking then we would all still be riding horses to the office. If you’re strong enough to identify your own weaknesses, you will be capable of truly phenomenal feats. Perhaps one of those will be to create a company worth building.

 

What is a Marketing Audit?

A marketing audit is a snapshot, a screen shot, a paused moment of your entire company, its brand, the ongoing marketing campaigns, its customers, its employees, its external influences, its strengths, its weaknesses, its greatest opportunities and its most terrifying threats. A good marketing audit takes into account everything from your website to your CRM, assess these and identifies improvements. From the micro to the macro, a truly great marketing audit identifies the political, economical, sociological, technological, environmental and legal influencers that could make for huge tactical advantages, or critical foundation shaking changes. It is one of the most powerful marketing reports you can produce to anticipate issues and identify places for growth within your company. It streamlines and improves current marketing campaigns and can be used to quantify key performing indicators (KPIs).

 

Why is a marketing audit important?

I will not lecture you on the importance of a marketing audit. I am sure from the above you understand how it can create dramatic company wide improvements, a greater return on investment and avoid earth-shattering pitfalls. I will therefore focus on why outsourcing your marketing audit is a viable option. If you are considering outsourcing a marketing audit, you understand that it is in itself, a very large undertaking. It requires a comprehensive set of professional skills and must be assessed in an in-depth and timely fashion, so as not to be out-of-date before it is finished. With the correct level of secure access to data, departments and people, an external force can provide you with something tangible, an audit you can use for improvements – company wide!

Ultimately it comes down to whether you believe you have the skilled resources to complete such a task, and how much you value your time. Remember, time is our greatest non-renewable resource.

“A man who dares to waste one hour of time has not discovered the value of life.” – Charles Darwin, The Life and Letters of Charles Darwin.

 

James

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