We begin with the end in mind. How do customers find and choose you? Our Top of Find Audit determines the effectiveness of and gaps in your marketing strategy.
From there, we conduct a Return on Spend Audit to calculate the efficiency and effectiveness of programs. This provides guidance for CEOs, CMOs, and CFOs to approve budget and staffing resources.
The final step is a 3P Performance Audit to evaluate programs, processes, and people to identify gaps and misalignment against business objectives and growth strategies.
The findings are delivered in a /grōTH/ Dashboard with specific recommendations about how to optimize marketing and communications for growth.
3P Performance Audit
It’s not what you do that matters. It’s what you get done. By looking at Programs, Processes, and People, we can determine how well suited a company is to compete and grow.
Successful marketing and communications programs follow a predictable model. They are based on business objectives and priorities. They have a well-defined strategy that is based on insight and opportunity. They have an integrated plan that ensure all disciplines, programs and the team are working together for greater impact. We evaluate the key pillars of the marketing and communications program, including:
Objectives — Are marketing and communications objectives aligned with business priorities and objectives? Are they clear and SMART to create impact and ensure accountability?
Strategy — Is the strategy correct, achievable and focused on the highest value customers?
Plans — Do programs and initiatives map to the strategy and are they necessary to support business priorities? Are they effective in generating revenue and growth?
Beyond the what lies the how. The effectiveness and efficiency of the marketing function is determined by the processes and practices that the team has in place. A few of the areas we look at, include:
Planning — Is an integrated approach being used to ensure resource efficiencies and better ROS? Are the cadence and format conducive to maximizing market opportunities?
Collaboration — Are systems in place to enhance communication and responsiveness? Has a collaboration model been clearly defined for the entire organization?
Analytics — Does the team have access to key data to inform decision-making and real-time adjustments to programs? What metrics are being measured and how frequently are they evaluated?
Too often employees are in a no-win situation because the organizational design or skill sets simply don’t align with the strategy and plan. Not only is a company hindering its growth potential, but it could also be jeopardizing its reputation by not ensuring employees are successful. We look at org design, resourcing levels, job function alignment, and development needs.
Structure — Do you have the right org design to achieve the objectives and support the strategy and plan? Are there staffing gaps or over-resourcing that need to be addressed?
Job Functions — Are roles clearly defined? Are the skills aligned with the expectations of the role? Do individuals understand what is expected and have the resources needed to be successful?
Development — Do individuals have adequate development opportunities to grow and achieve mastery? Is leadership equipped to communicate and manage expectations and lead through change?