Should You Do a Quarterly Marketing Audit?
- Conan Venus
- 3 days ago
- 3 min read
Marketing audits aren't something you do "someday." They're what smart leaders do when they've got real decisions to make.
Whether you're a CEO staring at an aggressive growth target or a CMO wondering why the pipeline hasn't moved in 3 quarters, the audit isn't a luxury. It's a strategic lever.
But how do you know if now is the time?
Here's how we help our clients answer that question, and the signals we look for when a complete reset is not just helpful… but urgent.
1. You're Heading Into a New Fiscal Year
This one's easy.
New year = new goals.
But if you don't first diagnose what worked (and what didn't) in your last cycle, your 2026 strategy will be built on guesswork.
Signs you're in this moment:
Planning meetings are filled with "We think this worked…”
Budgets are shifting, but priorities are fuzzy.
Teams are unclear on whether to double down or ditch.
Why an audit helps:
It shows you where to focus, based on data, not hunches.
It also helps align leadership before significant investments are made.
2. You Just Had a Disappointing Year (or Quarter)
If your last 12 months underperformed, a fresh campaign won't fix it.
You need to know why the system under-delivered.
That's where an audit pays off fast.
What we often find:
No throughline across campaigns
Weak ICP definition or message inconsistency
Leads generated, but not followed up on
Vanity metrics masking underperformance
“Activity ≠ effectiveness. Spend ≠ impact. That’s what audits make clear.” — CVAC
What we deliver:
3–5 sharp findings, 30/60/90 recommendations, and KPI baselines that help turn the ship, not just decorate the deck.
3. You're About to Hire (or Fire) an Agency or In-House Team
Here's something we tell CEOs all the time:
Don't hire a new team to fix a broken system.
Before you bring in another head of marketing or cut loose your current agency, step back.
What an audit does:
Objectively reviews your system: from digital to creative to data
Pinpoints whether the problem is strategy, execution, or talent
Helps write a stronger brief, hire smarter, and manage expectations
Think of a quarterly marketing audit as the pre-onboarding clarity your next hire will thank you for.
4. The Board or CFO Is Asking Harder Questions
If leadership is pressing you on marketing ROI, attribution, or "what we're getting for all this spend,” it's not just pressure.
It's a call for clarity. And clarity is exactly what an audit provides.Common red flags:
KPIs are channel-specific, not business-aligned
Attribution is based on assumptions
Dashboards are built for marketing, not finance
“We translate marketing into language a CFO respects.” — CVAC
After our audit, our clients walk into board meetings confident — not defensive.
5. You're Scaling Fast — But Marketing Isn't Keeping Up
Maybe sales is booming. Your product may be taking off.
However, marketing still feels like it's operating in startup mode.
What that looks like:
A website that doesn't match who you are today
No consistent message across teams or channels
A content team scrambling to keep up
Zero infrastructure for scale
How we help:
We identify what parts of your marketing need to grow up, and fast.
And which parts are already working (so you don’t mess with them).
So… Is Now the Right Time For A Quarterly Marketing Audit?
Here's the checklist we use to qualify audit candidates:
If you check two or more, it's time for a conversation:
New year/planning cycle
Pipeline or sales dipped in the past 6–12 months.
Retooling team or agency partners
Leadership is asking for better ROI
Scaling company, but legacy marketing
If that's you, a CVAC Marketing Audit could be your most strategic move in Q1.
What Our Audit Covers
This isn't a templated checklist.
It's a full-system assessment built for growth-stage companies.
We review:
Website and digital presence
Content and campaigns
Paid media and SEO
Messaging and brand coherence
Analytics, KPIs, and reporting
Team capabilities and partner fit
You get:
✔ Executive summary with 3–5 key findings
✔ A 30/60/90 day plan (Quick Wins vs Strategic Plays)
✔ Baseline KPIs by channel
✔ Peace of mind that you’re making informed choices
Not Ready for the Full Audit?
No problem. Start smaller.
It's a fast diagnostic built for time-starved CEOs, CMOs, and Founders.
You'll score yourself across:
Strategy
Demand
Digital
Data & leadership confidence
And based on your results, we'll recommend the best next step.
Final Thought
You wouldn't launch a new product without testing the prototype.
You wouldn't hire a sales team without a plan.
So why run another quarter of marketing without knowing where the leaks are?
If you want clarity in your marketing, not just activity — we're here to help.
Or just start asking smarter questions… either way, we've got your back.