Paid audit
Start with a paid audit.
A paid audit of how the business is positioned, how enquiries arrive and where they are lost. It ends with a written view of what is constraining growth and which program, if any, would address it.
Used for
- Positioning
- Enquiry journey
- Channel performance
- Priorities
Outputs
- Positioning reviewHow the business is seen against the alternatives a buyer compares it with.
- Enquiry journey reviewWhere interested people fall out between arriving and making contact.
- Channel reviewWhat each current channel costs and produces, as far as the data shows.
- ConstraintsThe few things holding growth back, in order.
- RecommendationWhich program fits, or that none does, with the reasoning.
When it fits
- The problem is not yet clearGrowth has slowed, but nobody can say where the loss is.
- More than one program could applyThe symptoms point in several directions at once.
- A decision needs evidenceThe business wants to see the case before committing to an engagement.
- A second opinionMarketing is already running and the business wants it checked.
Not included
Implementation. The audit ends with a recommendation; the work itself is a program.
Think Unsure? fits?