How to Audit Your Sales and Marketing Strategy in 7 Steps

Auditing your sales and marketing strategy is essential to ensure alignment with business goals, efficient resource utilisation, and improved ROI. This systematic review helps uncover inefficiencies and identify areas for growth. Here’s how to effectively audit your strategy in seven actionable steps.

1. Set Clear Objectives
Before diving into the audit, define what you want to achieve. Are you looking to increase lead conversions, improve brand awareness, or boost revenue? Clearly outlining these objectives ensures your audit focuses on the right metrics and outcomes.

Example Questions to Ask:

What KPIs define success for your sales and marketing teams?
Are your objectives aligned with overall business goals?

2. Review Current Performance Metrics
Examine key metrics to evaluate the effectiveness of your strategies. Metrics like customer acquisition cost (CAC), conversion rates, and campaign ROI provide a baseline for comparison.

Actions:

Pull reports from tools like Google Analytics, your CRM, and social media dashboards.
Identify trends in your sales funnel, from lead generation to closed deals.

Outcome: A clear picture of what’s working and where improvements are needed.

3. Analyse Customer Personas and Target Audiences
Your sales and marketing efforts must resonate with the right audience. Outdated or misaligned customer personas can lead to wasted resources.

Actions:

Review your customer personas and segmentation.
Compare personas against current customers to ensure accuracy.

Outcome: Refined personas that reflect your ideal audience’s needs, behaviours, and pain points.

4. Evaluate Messaging and Positioning
Ensure your messaging is clear, consistent, and compelling across all channels. Misaligned or outdated messaging can dilute your brand and hinder engagement.

Actions:

Audit website copy, email campaigns, and social media posts.
Compare your messaging to competitors to identify opportunities for differentiation.

Outcome: A cohesive brand voice that connects with your audience and strengthens your positioning.

5. Assess Sales Processes and Alignment
Sales and marketing alignment is critical for converting leads into customers. Miscommunication or inefficiencies between these teams can lead to lost opportunities.

Actions:

Map your sales funnel to identify bottlenecks.
Review lead handoff processes between marketing and sales.

Outcome: Improved collaboration and a streamlined process for nurturing and converting leads.

6. Review Your Tools and Technology
The right tools can enhance efficiency and provide valuable insights. Outdated or underutilised tools, on the other hand, can hold your teams back.

Actions:

Audit your tech stack (e.g., CRM, email marketing software, analytics platforms).
Identify gaps where automation or advanced features could save time or improve results.

Outcome: A well-optimised tech stack that supports your sales and marketing objectives.

7. Identify Areas for Improvement and Action Plans
Compile insights from your audit and prioritise the most impactful changes. Create a clear action plan with assigned responsibilities and timelines.

Actions:

Rank areas of improvement based on potential ROI and effort required.
Develop step-by-step plans for each priority area.

Outcome: A focused roadmap for optimising your sales and marketing strategy.

Why a Sales and Marketing Audit Matters
Regular audits help scale-ups and SMEs adapt to market changes, improve customer engagement, and achieve measurable growth. By identifying gaps and aligning efforts, businesses can ensure their strategies remain competitive and relevant.

Are you ready to take your sales and marketing strategy to the next level? Get in touch.