The quickest gains in marketing hide in what you already pay for. The marketing audit lists all of it, from ad accounts and marketing services to tools, events and listings. Then it asks three things of each: what it costs, what it produces in calls, forms or sales, and whether the tracking behind those numbers can be trusted.
The findings sort into keep, change, stop and test. The plan's first moves become plain, and money starts flowing toward the channels that bring in buyers.








