How to improve Marketing Effectiveness with a Marketing Audit

How to improve Marketing Effectiveness with a Marketing Audit

A CEO walks into a CMO’s office.

CEO: Is our marketing working?

CMO: What?! Yes, business is good, we are growing, and all the KPIs are positive. You’ve seen the data, why do you ask?

CEO: True. All indicators are positive, it is a good year, but is our marketing effective?

CMO: What do you mean by is our marketing effective? You’ve seen the results.

CEO: Yes, but how do we know that it’s the marketing that’s driving this growth and not market conditions? Our product/service quality beats the competition, our service reviews are high, our price is right, and even the market environment is favourable. What about marketing communications? 

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