Marketing Automation Audit

What This Is

Before we make recommendations about your marketing program, pipeline, or lead quality, we need to understand how your marketing automation platform is actually configured, not how it was set up, not what the documentation says, and not what your team believes is running.

The Marketing Automation Audit answers that question.

We examine your platform from the inside: how your database is structured and maintained, how leads move through the funnel, what automation is active and what has been abandoned, how your forms and landing pages are set up, whether your tracking is capturing the right data, and whether your platform is connected to your CRM in a way that gives sales and marketing a shared view of what's working.

The result is a clear, documented picture of your current marketing automation setup, what is configured correctly, what is broken or incomplete, what is costing you leads or reporting accuracy, and what should be addressed before any meaningful optimization work begins.

Why This Matters

Most organizations have a gap between what they believe their marketing automation platform does and what it actually does.

That gap is not unusual. It accumulates over time: through platform migrations, team changes, agency transitions, and campaigns that build new workflows without cleaning up old ones. The result is a platform that looks operational but has significant gaps beneath the surface.

Common examples we find:

Tracking code not installed everywhere.
The platform is only collecting data on the homepage and a few core pages. The blog, resource library, and subdomains are not tracked -- which means a significant portion of visitor behavior is invisible. Decisions about content performance and conversion paths are being made on incomplete data.

Workflows that haven't sent in over a year.
Active workflows, still switched on, still consuming processing, that have enrolled zero contacts in 90 or more days. Some were tied to campaigns that ended. Some were experiments that were never turned off. Nobody knows which ones matter and which ones don't.

Attribution lost at the form.
UTM parameters are applied to paid campaign links and email sends, but they are not captured in hidden fields at the point of form submission. When a contact converts, the source data disappears. Marketing cannot connect a lead to the campaign that generated it.

No lead scoring.
There is no mechanism to distinguish an active, high-intent contact from someone who filled out a form two years ago and never engaged again. Sales receives every lead the same way, regardless of fit or intent signal.

CRM connected but no closed-loop view.
The CRM and MAP are technically integrated, but Opportunity or Deal data is not syncing back into the marketing platform. Marketing has no visibility into which campaigns, emails, or content are influencing pipeline or revenue, so they cannot demonstrate ROI or make data-backed budget decisions.

A database that has never been cleaned.
Duplicate contacts, hard-bounce records still in active lists, contacts with key properties missing, and years of accumulated data with no suppression or sunset process. The database is inflating list sizes, distorting campaign metrics, and creating compliance risk.

These are not hypothetical edge cases. They appear in nearly every audit we run.

What We Examine

We look at the following areas of your marketing automation platform:

Area	What We're Assessing
Platform Configuration	Whether your tracking code is installed site-wide, your consent management is correctly integrated, and your user access is current.
Database & Data Quality	The health of your contact database: duplicates, hard bounces, key property population, and whether the data is structured for segmentation.
Subscription Types & Compliance	Whether contacts can actually manage their communication preferences, and whether your opt-out and compliance configuration meets CAN-SPAM and GDPR requirements.
Lead Lifecycle	Whether lifecycle stages are defined with real criteria, transitions are automated, and leads are routed to the right rep automatically.
Lead Scoring	Whether a scoring model exists, whether it reflects actual intent signals, and whether it is being used to prioritize sales outreach.
Forms	Whether your forms are purpose-built for different user journeys, whether they capture the source data needed for attribution, and whether they trigger the right follow-up.
Landing Pages	Whether key campaigns have dedicated landing pages, whether those pages are set up to convert, and whether conversion rates are being tracked.
On-Site Conversion Tools	Whether behavioral capture tools like popups and banners are in use, properly targeted, and connected to the MAP.
Gated Content	Whether gated assets exist, whether they are mapped to buyer journey stages, and whether they enroll contacts in relevant follow-up.
Automations & Workflows	The health of your active workflows, whether zombie workflows have been cleaned up, whether suppression lists are in place, and whether foundational sequences like welcome and re-engagement programs exist.
Integrations	Whether your CRM sync is active and healthy, whether MAP activity is visible to sales, and whether key platforms like paid media and event tools are connected.
Attribution & Tracking	Whether a UTM framework is in place, whether source data is preserved through form submissions, and whether closed-loop reporting is possible.
Reporting	Whether channel performance is segmented and whether lead quality -- not just volume -- is being tracked by source.

What You Get

A structured audit document that includes:

A completed checklist across all 13 audit areas, documenting what is in place, what is missing, and what is partially configured
An executive summary identifying the 2-3 most critical issues and their business impact
Consolidated findings, each with evidence from the audit, an explanation of why it matters, and a specific recommendation
A summary of what is working well, so you know what to protect as you make changes

How This Connects to the Broader Project

The Marketing Automation Audit is not the end goal. It is the foundation.

You cannot reliably improve lead quality if you don't know how leads are being captured and what data is lost at conversion. You cannot optimize your nurture programs if you don't know which workflows are active and which have been abandoned. You cannot connect marketing activity to pipeline if attribution is broken.

The audit clears the ground. Everything that follows: campaign strategy, content investment, CRM improvements, paid media optimization, is built on what we find here. Skipping this step means optimizing a system without knowing whether the system is working.

Findings from the Marketing Automation Audit feed directly into your discovery report alongside UX, SEO, analytics, and compliance findings, giving your team a complete picture of where the gaps are and a prioritized path to address them.