Wyckoff Marketing Audit
How Wyckoff quickly ascertains the data needed to make a difference.
A comprehensive marketing audit from Wyckoff Consulting typically involves assessing various aspects of a company’s marketing systems, processes, procedures, and metrics to gain a holistic understanding of its current marketing performance. Without a diagnosis of the most critical areas of concern that have a direct correlation to revenue, marketing would just look like “busy work”. While the specific components of a marketing audit may vary depending on the company and its industry, here is a general framework for how Wyckoff Consulting conducts a marketing audit.
- Evaluate the company’s marketing goals, strategies, and alignment with overall business objectives.
- Assess the clarity, relevance, and effectiveness of the marketing strategy in reaching the target audience and driving desired outcomes.
- Analyze the company’s positioning, value proposition, and competitive advantage in the market.
- Study the Customer Journey & Persona Mapping
- Brand Strategy and Messaging
- Partnerships and sponsorships
- Identify and define the target audience segments for the company’s products or services.
- Assess the company’s understanding of customer needs, preferences, and behaviors.
- Review the effectiveness of the current targeting and segmentation strategies.
- Evaluate the consistency and effectiveness of the company’s branding and messaging across various channels.
- Assess the alignment of brand identity with the target audience and overall brand perception.
- Analyze the company’s messaging and communication strategy in delivering key brand messages.
- Review the company’s current marketing channels (e.g., website, social media, email marketing, advertising) and assess their performance, reach, and engagement.
- Evaluate the effectiveness of past marketing campaigns in achieving objectives and generating desired outcomes.
- Analyze the targeting, messaging, and creative elements of the campaigns.
- Assess the quality, relevance, and consistency of the company’s content across different marketing channels.
- Review the company’s content strategy, including content creation, distribution, and optimization.
- Evaluate the effectiveness of content assets (e.g., blog posts, whitepapers, videos) in attracting and engaging the target audience.
- Evaluate the company’s lead generation strategies and tactics, including lead capture mechanisms and landing pages.
- Assess the effectiveness of lead nurturing and conversion processes, such as email campaigns and sales funnels.
- Analyze the measurement and tracking of key conversion metrics, such as lead-to-customer conversion rate and cost per acquisition.
- Look for the “Amazon Easy” opportunities
- Review the company’s marketing analytics tools and systems for tracking and measuring ROCKS.
- Evaluate the availability and accuracy of data for informed decision-making.
- Assess the company’s ability to derive actionable insights from marketing data and make data-driven optimizations.
- Artificial Intelligence readiness analysis.
- Evaluate the structure and capabilities of the marketing team, including skills, expertise, and resource allocation.
- Assess the effectiveness of internal processes and collaboration within the marketing team and across other departments.
- Review the company’s marketing budget and resource allocation for maximum efficiency and effectiveness.
- Conduct a thorough analysis of the company’s competitive landscape, including direct and indirect competitors.
- Assess competitor positioning, messaging, marketing strategies, and digital presence.
- Identify opportunities and potential threats arising from market competition.
- Summarize findings from the audit and provide actionable recommendations for improving the company’s marketing effectiveness.
- Prioritize recommendations based on their potential impact and feasibility.
- Develop a comprehensive action plan with specific steps, timelines, and responsibilities for implementing the recommendations.
It’s important to note that the marketing audit from Wyckoff Consulting will be customized to fit the specific needs and goals of Entire Productions. Additionally, conducting interviews and gathering data from key stakeholders within the organization will provide valuable insights during the audit process.
How is this different from other audits? Wyckoff not only has 30+ years of experience in Marketing, he has successfully designed the selection and recruiting strategies for some of the highest-performing sales and marketing teams in the country. Combined with a process-driven, financial acumen model, Wyckoff delivers a report to the executive team that quickly allows decisions to be made on what can be done internally and what needs to be outsourced to exceed EBITA projections.