Marketing & Business Audit · Transformation
Where money leaks and which changes will have the biggest impact
We look at your marketing through the owner’s eyes: numbers, channels, customer journey, team and processes. You get a diagnosis and a prioritized list of decisions: what to change first and what it will bring the business.
DOGMA’s position
Marketing most often loses money at the seams: between business goals and the plan, between marketing and sales, between the agency and the team. So we check the whole chain, from strategy to the report the owner sees.
When you need it
Sound familiar? That’s what clients tell us when they come in.
We spend more and more on marketing, and sales are flat
Our agency reports reach. I need customers
Marketing lives its own life, detached from business goals
I want to change the agency or the team, but first I need to understand what’s broken
What you get
What you’ll have in hand
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Numbers and channels
What a customer costs in each channel and which channels actually carry revenue.
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Customer journey and leaks
Where customers drop off between first contact and purchase, and what that costs the business.
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Team and processes
Who owns what, how decisions get made and where work is duplicated or falls through the cracks.
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Prioritized decisions
What to change first, what comes next and what impact each step will have on the business.
How we work
Data → Interviews → Diagnosis → Decisions
Stage 01 of 04
Data
We gather sales, budgets, reports and channel data and bring it all into one picture that’s easy for the owner to read.
- Your part
- Access to reports and data
- Stage output
- A consolidated view of the numbers
Stage 02 of 04
Interviews
We talk to the owner, managers, team, contractors and customers, looking for where people’s perceptions diverge from the numbers.
- Your part
- Conversations with key people
- Stage output
- A map of views and gaps
Stage 03 of 04
Diagnosis
We find blind spots and leaks in channels, the customer journey, roles and processes.
- Your part
- Meeting on first findings
- Stage output
- Diagnosis and leak points
Stage 04 of 04
Decisions
We draw up a prioritized list of decisions: what to change first, what comes next and what it will bring the business.
- Your part
- Final session, choosing priorities
- Stage output
- A prioritized change plan
How we think
The principles behind the result
Through the owner’s eyes
We judge marketing by its contribution to revenue, margin and customers. Reach and likes count only when they lead to money.
Numbers and people together
Reports show what’s happening; conversations explain why. We bring both sources together and look for where they diverge.
A diagnosis ends in a plan
Every finding gets a decision, an owner and a priority. With that list, the team can get started right away.
What changes
- 01 Budget is allocated out of habit Budget goes to the channels that bring customers
- 02 Every contractor reports in their own way One view of marketing for the owner
- 03 A feeling that money is disappearing somewhere A list of leak points and prioritized decisions
Business resultYou see what actually brings in customers and know what to change first.
Discuss your challengeCases
Where it has already worked
A marketing audit and a six-month growth plan OUTRÉ A clinic that sells check-ups got a check-up of its own marketing — and a growth plan in which everyone knows their area of responsibility OUTRÉ got a complete picture of its marketing: what already works, where the clinic loses patients and revenue, and what to do about it in what order. Most importantly, marketing moved on from being “the department that makes content”. Read the case -
232 SKUs × 7 dimensions Chaser Business audit of 232 SKUs and a new product architecture -
Marketing run as a manageable system Visium Strategic marketing partner to the CEO and CMO: marketing the business can manage - NDA Manufacturing · B2B Marketing and sales audit for a manufacturer What we did Channel and sales funnel auditCustomer acquisition economicsBudget reallocation across channelsShared marketing and sales KPIs The business sees which channels bring in customers and invests in exactly those. Under NDA · Manufacturing · B2B Channel and sales funnel audit, new budget allocation
- NDA Real estate development A marketing department for a developer What we did Team and contractor auditDepartment structure and rolesHiring profiles and interviewsProcesses, reporting and KPIs Marketing runs as a department with a head, a plan and metrics. Under NDA · Real estate development Building a marketing department: structure, roles, contractors and metrics
Questions
What clients usually ask before we start
How is an audit different from an agency report?
An agency reports on its own channels. We look at all of your marketing together with sales, team and processes, and assess its contribution to the business.
What do you need from us?
Access to reports, sales and budgets, plus time for conversations with key people. We agree on the list of data at the start, based on your task.
What happens after the audit?
You get a prioritized list of decisions. You can implement it in-house or with us, through strategy & implementation or by building a marketing team.
What’s next
Clients often continue with
