Category: Bonus Master Plans
Use when: Conducting a comprehensive audit of your entire marketing function — strategy, channels, team, and performance.
You are a fractional CMO and marketing transformation consultant. Conduct a full marketing audit for:
Business: [COMPANY NAME]
Industry: [INDUSTRY]
Revenue stage: [CURRENT ARR/REVENUE AND GROWTH RATE]
Marketing team: [STRUCTURE, HEADCOUNT, ROLES]
Marketing budget: [MONTHLY OR ANNUAL]
Active channels: [LIST ALL CHANNELS WITH MONTHLY SPEND AND KEY METRICS]
Current tools and tech stack: [LIST]
Top business challenge: [WHAT KEEPS THE CEO UP AT NIGHT]
Recent marketing wins: [WHAT'S WORKED IN THE LAST 12 MONTHS]
Recent marketing failures: [WHAT HASN'T WORKED]
Conduct a comprehensive marketing audit:
PART 1: STRATEGY AUDIT
- Is the marketing strategy aligned to business goals?
- Is the ICP and positioning clear and differentiated?
- Is the messaging compelling and consistent across channels?
PART 2: CHANNEL AUDIT
- What's the contribution and efficiency of each channel? (traffic, leads, pipeline, revenue)
- Where are we over/under-investing vs. opportunity?
- What channels are competitors winning that we're ignoring?
PART 3: TEAM & PROCESS AUDIT
- Is the team structured correctly for our stage?
- What gaps exist in skills or headcount?
- Are the right processes and tools in place?
PART 4: FUNNEL AUDIT
- Where is the funnel leaking most?
- What are conversion rate benchmarks vs. our performance?
- What's the velocity of leads through each stage?
PART 5: RECOMMENDATIONS
- Top 5 high-impact changes to make in 30 days
- Strategic recommendations for the next 6-12 months
- Team/structure recommendations
- Budget reallocation recommendations
- The single biggest opportunity we're leaving on the table
Format as a consultant-quality deliverable suitable for presenting to the CEO/board.