---
title: The Marketing Audit
summary: A structured diagnosis of your current marketing operation before you spend another dollar or hour.
est_minutes: 6
sort: 1
---

Most operators who come to this course are not here because they are doing nothing.

They are here because they are doing a lot, and none of it is producing the results they expected.

They are posting. Running ads. Sending emails. Showing up on two or three platforms.

And at the end of the month, they cannot tell you which of those things actually moved the needle.

That is not a marketing problem.

That is an audit problem.

Before you build a marketing plan, you need to know what you are actually working with.

That is what this module does.

**What A Marketing Audit Actually Is**

The Marketing Audit is not about your brand. It is not about your messaging.

It is a structured diagnosis of your current marketing operation: what is running, what it costs, and whether any of it is working.

Most operators skip this step. They see a new channel, a new strategy, a new tool, and they bolt it onto a system they have never examined.

The result is a marketing machine made of unexamined parts, running at unknown efficiency, in an unknown direction.

Adding more to that system does not fix it. It makes it harder to diagnose.

The audit gives you a clear picture before you spend another dollar or another hour.

**The Four Audit Areas**

There are four areas you are going to examine in this audit.

Channels. Content. Conversion. Cost.

Channels: Where are you showing up right now? List every active channel, including social platforms, email, paid ads, podcast, referral, SEO, and partnerships. Active means you produced something on that channel in the last 30 days. For each channel, ask one question: Is this producing qualified leads, or is it producing activity?

Content: What are you actually saying across those channels? Is there a consistent message? Does it speak to a specific person with a specific problem? Or is it general enough to apply to anyone, which means it is specific enough to connect with no one in particular.

Conversion: What happens after someone sees your content? Is there a clear next step? Is there a place they land that is built to move them forward? Or does the trail go cold after the post, the ad, the email?

Cost: What are you spending? Time and money. Most operators calculate ad spend but not the hours they invest in content. Add both. Total input versus measurable output.

**The Scoring Framework**

Once you have mapped all four areas, you score each one on a three-point scale.

One: Not in place. No intentional system.

Two: Partially in place. Some structure, but inconsistent results.

Three: Fully in place. Deliberate, repeatable, producing measurable output.

A score of three is the minimum for any channel or tactic to stay in your plan. Anything below that gets fixed, paused, or removed before you add something new.

This is the most important insight in this module.

Most operators are adding to a broken system. The audit shows you exactly what is broken before you spend more time or more money on top of it.

The operators who build effective marketing plans do not start by picking channels.

They start by understanding where they already are.

That is the audit.

**Your Action Step**

Your worksheet for this module is the Marketing Audit Worksheet.

Complete all four sections before moving to Module 2. You need your audit baseline in place. The decisions in Module 2 depend on it.

Module 2 is about audience clarity: specifically who you are marketing to and why that single decision determines every channel and content decision that follows.

You cannot make a good channel decision without knowing your audience first.

Complete the audit. Then we build.
