How to Audit Your Marketing and Sales Processes

Your business invests in marketing, attracts potential customers, sends estimates, and closes deals. But do you know exactly which parts of that process are working?

You might be generating hundreds of leads every month while converting only a small percentage into paying customers.

Your advertising campaigns might be performing well, but your sales team could be taking too long to respond to inquiries.

Or perhaps your company sends dozens of estimates every week without having a consistent process for following up with potential customers.

These problems are more common than many business owners realize.

The challenge is that they often remain hidden behind basic performance indicators, such as website traffic, social media engagement, or the total number of leads generated.

A marketing and sales audit helps you understand what happens between attracting a potential customer and generating actual revenue.

Instead of guessing why sales are underperforming, you can examine the entire customer journey, identify inefficiencies, and make improvements based on measurable results.

For service businesses, this is particularly important because every missed inquiry, delayed estimate, or forgotten follow-up can represent a lost project.

Using a structured CRM and sales pipeline can help businesses organize customer information, monitor opportunities, and identify where improvements are needed.

In this guide, you'll learn how to conduct a complete marketing and sales audit, which metrics to evaluate, and how to turn your findings into a practical improvement plan.

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1. What Is a Marketing and Sales Audit?

A marketing and sales audit is a systematic evaluation of the strategies, processes, tools, and performance indicators a business uses to attract prospects and convert them into customers.

The purpose is to determine whether marketing and sales activities are contributing effectively to business growth.

A complete audit typically examines:

• Marketing channels and campaigns.
• Website performance.
• Search engine optimization.
• Social media marketing.
• Lead generation.
• Lead qualification.
• Customer communication.
• Sales pipeline management.
• Estimates and proposals.
• Sales follow-up.
• Conversion rates.
• Customer acquisition costs.
• Revenue attribution.
• Customer retention.
• After-sales communication.

The audit should examine how these activities work together rather than evaluating each department in isolation.

For example, an advertising campaign may generate qualified leads, but poor communication can prevent those opportunities from becoming customers.

In that situation, the problem may not be the advertising strategy.

It may be the sales process.

2. Why Should Service Businesses Audit Their Marketing and Sales Processes?

Service companies often operate with limited administrative resources.

Owners and managers may handle marketing, estimates, scheduling, customer communication, and operational responsibilities simultaneously.

As the business grows, this structure can become difficult to manage.

Consider a residential painting company that receives 150 inquiries every month.

The company invests in Google Ads, maintains an active website, and regularly publishes content on social media.

However, it closes only 12 projects.

Management might assume the company needs more leads.

An audit could reveal that:

• Some inquiries never receive a response.
• Customer information is scattered across different platforms.
• Estimates take several days to prepare.
• Sales representatives rarely follow up.
• Leads from different campaigns are not tracked.
• Lost opportunities are not documented.

Increasing advertising spending without addressing these issues could make the problems worse.

A marketing and sales audit helps identify what needs to change before the business invests additional resources.

3. What Are the Benefits of a Marketing and Sales Audit?

A structured audit can help your company:

Reduce wasted marketing spending. Identify campaigns that consume resources without generating qualified opportunities.

Improve lead conversion. Discover where prospects stop progressing through the sales process.

Strengthen customer communication. Evaluate response times and follow-up practices.

Increase operational efficiency. Reduce unnecessary administrative work and duplicated processes.

Improve sales forecasting. Use historical information to estimate future opportunities.

Identify profitable marketing channels. Understand which sources contribute to customers and revenue.

Improve customer retention. Recognize opportunities for repeat business and additional services.

Support better decisions. Replace assumptions with measurable performance indicators.

The goal is not simply to find problems.

It is to create a more consistent and efficient process for acquiring and serving customers.

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Step 1: Define the Scope of Your Audit

4. Establish Clear Objectives

Before collecting data, determine what you want to learn.

Possible objectives include:

• Understanding why conversion rates are declining.
• Identifying which marketing channels generate customers.
• Reducing customer acquisition costs.
• Improving lead response times.
• Increasing estimate approval rates.
• Identifying forgotten sales opportunities.
• Improving sales team productivity.
• Increasing repeat business.
• Evaluating the effectiveness of your CRM.

Your audit may address several objectives, but prioritizing the most important ones will make the analysis more useful.

Example

A roofing contractor receives plenty of estimate requests but struggles to close projects.

The primary audit objective might be:

Identify why qualified leads are not converting into approved estimates.

This would direct attention toward lead qualification, response times, proposal quality, pricing, and follow-up procedures.

5. Choose the Right Evaluation Period

The period you analyze should reflect the nature of your business.

Common options include:

• Last 30 days.
• Last 90 days.
• Last six months.
• Last 12 months.

For seasonal service companies, comparing equivalent periods across different years may provide better insights.

For example, a gutter installation company in Calgary may experience different demand patterns during spring, summer, fall, and winter.

Comparing January with September without considering seasonality could produce misleading conclusions.

6. Gather Information From Every Relevant System

Your audit may require information from:

• Google Analytics.
• Google Search Console.
• Google Ads.
• Meta Ads Manager.
• CRM software.
• Website forms.
• Phone records.
• Email platforms.
• Scheduling tools.
• Proposal systems.
• Accounting software.
• Customer feedback.

Not every company needs every system.

The important thing is to gather enough information to understand the complete customer journey.

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Step 2: Audit Your Marketing Channels

7. Identify Every Source of New Leads

Start by listing the channels that generate inquiries.

For a service company, these might include:

• Google Ads.
• Organic Google search.
• Google Business Profile.
• Facebook Ads.
• Instagram.
• Referrals.
• Direct website visits.
• Email marketing.
• Local directories.
• Partnerships.
• Repeat customers.

For each source, try to identify:

1. How much was invested?
2. How many leads were generated?
3. How many leads were qualified?
4. How many estimates were requested?
5. How many customers were acquired?
6. How much revenue was generated?

This information helps distinguish lead volume from business performance.

8. Compare Lead Volume With Actual Sales

Consider this hypothetical example:

Marketing Channel	Leads	Customers	Lead-to-Customer Conversion
Google Ads	200	30	15%
Organic Search	150	30	20%
Facebook Ads	180	9	5%
Referrals	60	24	40%
Other Sources	110	11	10%
Total	700	104	14.9%

Facebook Ads generated a substantial number of leads but had a lower conversion rate.

Referrals produced fewer leads but converted at a much higher rate.

This does not automatically mean Facebook Ads should be discontinued.

You would also need to examine:

• Advertising costs.
• Customer value.
• Profit margins.
• Lead quality.
• Sales cycle length.
• Attribution accuracy.

The purpose of the audit is to understand the differences before making decisions.

9. Audit Your Website

Your website is often the first meaningful interaction a potential customer has with your business.

Evaluate whether visitors can quickly understand what you offer and how to contact you.

Review:

• Mobile responsiveness.
• Page loading speed.
• Navigation.
• Service descriptions.
• Contact information.
• Calls to action.
• Contact forms.
• Booking options.
• Customer testimonials.
• Service area information.
• Trust signals.
• Conversion tracking.

Questions to Ask

Can visitors identify your main services within seconds?

Is the phone number easy to find?

Are quote request forms working correctly?

Does every important service have a useful page?

Are the next steps clear?

A website can attract significant traffic and still generate few inquiries if the customer experience is confusing.

10. Evaluate Your SEO Performance

Search engine optimization can help service businesses attract customers searching for relevant services.

A complete SEO audit should examine:

• Organic traffic.
• Search queries.
• Keyword rankings.
• Search intent.
• Indexing.
• Technical performance.
• Internal linking.
• Service pages.
• Location pages.
• Content quality.
• Conversion performance.

For example, a home improvement company may rank for informational searches while receiving very few quote requests.

Those articles may still support brand awareness and earlier stages of the buying journey.

However, the company should understand which pages contribute directly to lead generation.

An effective SEO strategy connects informational content with relevant service pages and conversion opportunities.

11. Audit Your Google Ads Campaigns

Google Ads can be valuable for service companies because users often search when they have an immediate need.

However, poorly configured campaigns can waste money.

Review:

• Campaign structure.
• Search terms.
• Keyword targeting.
• Negative keywords.
• Geographic targeting.
• Ad scheduling.
• Ad copy.
• Landing pages.
• Conversion tracking.
• Cost per lead.
• Qualified lead rate.
• Customer acquisition cost.

Example

A painting contractor advertises residential painting services.

However, some ads appear for searches related to painting classes or art supplies.

Those searches may generate clicks without producing relevant business opportunities.

A search terms audit can help identify irrelevant traffic and improve targeting.

12. Evaluate Facebook and Instagram Advertising

Meta advertising can support lead generation, awareness, and customer engagement.

Review:

• Campaign objectives.
• Audience targeting.
• Creative performance.
• Lead forms.
• Landing pages.
• Cost per lead.
• Lead quality.
• Conversion rates.
• Revenue attribution.

A low cost per lead does not necessarily indicate a successful campaign.

The most important question is whether the campaign contributes to valuable business outcomes.

13. Audit Your Social Media Strategy

Social media performance should be evaluated beyond follower counts and likes.

Review:

• Posting frequency.
• Content relevance.
• Brand consistency.
• Audience engagement.
• Profile visits.
• Website clicks.
• Direct inquiries.
• Leads generated.
• Conversions where measurable.

A consistent Social Media Management process can help organize content production and publishing.

Tools for scheduling Instagram posts can also support a more consistent publishing routine.

Meanwhile, Instagram Analytics can help businesses evaluate content performance.

The objective is to understand whether social media activities support your business goals.

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Step 3: Audit Lead Generation and Qualification

14. Map How Leads Enter Your Business

Every lead follows a particular path.

For example:

Google Ad → Landing Page → Contact Form → Sales Representative → Estimate

Another customer might follow:

Instagram → WhatsApp → Consultation → Proposal

Or:

Google Business Profile → Phone Call → Appointment → Sale

Map the main paths used by your customers.

Then investigate whether each transition works correctly.

A website form may collect inquiries successfully but fail to notify the appropriate employee.

A missed call may never receive a return call.

A social media inquiry may remain unanswered.

These problems can reduce the effectiveness of your marketing investments.

15. Evaluate Lead Quality

Not every inquiry represents a qualified sales opportunity.

For service businesses, qualification criteria might include:

• Location within the service area.
• Interest in an available service.
• Clear project requirements.
• Realistic timeline.
• Appropriate project scope.
• Ability to move forward with an estimate.
• Compatibility with the company's capabilities.

For example, an HVAC company may need to distinguish between emergency repairs, routine maintenance, and installation inquiries.

A remodeling contractor may need information about project type, location, timeline, and approximate scope.

Lead qualification should reflect the services offered.

16. Calculate Your Lead Qualification Rate

Use this formula:

Lead Qualification Rate = (Qualified Leads ÷ Total Leads) × 100

Example:

• Total leads: 400.
• Qualified leads: 240.

(240 ÷ 400) × 100 = 60%

The qualification rate is 60%.

This metric helps evaluate whether your marketing channels attract the right audience.

However, the result depends on having consistent qualification criteria.

17. Measure Lead Response Time

Response time can influence the customer experience and the likelihood of continuing a conversation.

Measure:

• Average first response time.
• Median first response time.
• Percentage of unanswered inquiries.
• Response times by channel.
• Response times outside business hours.
• Time required to provide estimates.

If some inquiries take several days to receive a response, investigate why.

Possible causes include staffing limitations, unclear responsibilities, disconnected systems, or inefficient workflows.

18. Identify Unanswered Leads

Consider a company that receives 250 inquiries.

Of those, 30 never receive an initial response.

Unanswered Lead Rate = (30 ÷ 250) × 100

Unanswered Lead Rate = 12%

That means 12% of incoming inquiries did not receive a recorded initial response.

Before increasing advertising spending, the company should address this problem.

A structured CRM Pipeline can help organize opportunities and make it easier to identify contacts requiring attention.

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Step 4: Audit Your Sales Process

19. Map Your Sales Pipeline

A sales pipeline represents the stages an opportunity passes through before becoming a customer.

For a service business, a typical pipeline might look like:

New Lead → Contacted → Qualified → Estimate Sent → Negotiation → Closed Won

Lost opportunities should also be recorded.

Each stage should have a clear definition.

For example:

New Lead: An inquiry has been received.

Contacted: Initial communication has occurred.

Qualified: The opportunity meets the company's criteria.

Estimate Sent: A proposal has been delivered.

Negotiation: The customer is reviewing or discussing the proposal.

Closed Won: The customer has confirmed the purchase.

A well-defined pipeline helps businesses evaluate performance consistently.

20. Identify Where Opportunities Are Lost

Consider this hypothetical sales funnel:

Sales Stage	Opportunities
Leads Received	500
Contacted	450
Qualified	300
Estimates Sent	220
Closed Won	55

These figures reveal several areas worth investigating.

For example:

• 50 leads did not reach the contacted stage.
• 150 contacted leads did not qualify.
• 80 qualified opportunities did not receive estimates.
• 165 estimates did not become sales.

These numbers identify where opportunities stop progressing.

They do not automatically explain why.

21. Calculate Conversion Rates Between Stages

Use this formula:

Stage Conversion Rate = (Opportunities Advancing ÷ Opportunities in Previous Stage) × 100

Using the previous example:

Pipeline Transition	Conversion Rate
Lead → Contacted	90%
Contacted → Qualified	66.7%
Qualified → Estimate	73.3%
Estimate → Sale	25%

The estimate-to-sale conversion rate is 25%.

If management wants to improve this result, the next step is to investigate the reasons estimates are not being approved.

22. Calculate Your Overall Sales Conversion Rate

Sales Conversion Rate = (Customers Acquired ÷ Total Leads) × 100

Example:

• 500 leads.
• 55 customers.

(55 ÷ 500) × 100 = 11%

The overall conversion rate is 11%.

This metric can be useful when comparing periods, provided the business uses consistent definitions and accounts for leads that have not yet completed their sales cycle.

23. Audit Your Estimates and Proposals

Estimates are an important part of the sales process for contractors and service businesses.

Review whether proposals clearly communicate:

• Scope of work.
• Services included.
• Pricing.
• Project timeline.
• Payment terms.
• Relevant warranty information.
• Proposal validity.
• Next steps.

A proposal should make it easy for the customer to understand what they are purchasing.

The DunaHub platform includes proposal management functionality that can support this process.

24. Evaluate Estimate Follow-Up

Sending an estimate should not automatically mark the end of the sales process.

Customers may need time to compare options, discuss the project, or clarify details.

Your audit should examine:

• Percentage of estimates receiving follow-up.
• Average time to first follow-up.
• Number of unanswered proposals.
• Follow-up responsibilities.
• Reasons for lost opportunities.
• Customer communication preferences.

Example Follow-Up Message

"Hi [Name], I wanted to check whether you had a chance to review the estimate we sent. If you have any questions or would like to discuss the project, we're happy to help."

Follow-up should be professional, relevant, and respectful.

25. Analyze Lost Deal Reasons

Businesses should document why opportunities do not become sales.

Common reasons include:

• Price.
• Project timing.
• Competitor selection.
• Customer cancellation.
• Service not offered.
• Location outside the service area.
• Lack of availability.
• Unanswered follow-up.
• Project scope mismatch.

Avoid automatically assuming that price is responsible for every lost deal.

A customer may choose another provider because of availability, communication, trust, or project requirements.

Consistent loss reasons help identify patterns.

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Step 5: Audit Your CRM and Customer Communication

26. Is Your CRM Actually Being Used?

Having CRM software does not guarantee an organized sales process.

Evaluate:

• Are all leads entered into the CRM?
• Are opportunities assigned to employees?
• Are pipeline stages updated?
• Are customer details complete?
• Are estimates tracked?
• Are follow-up activities recorded?
• Are closed deals documented?
• Are duplicate records removed?

A CRM should support the daily workflow.

If employees regularly manage opportunities outside the system, reports may not accurately represent business activity.

27. Review Your Customer Database

A customer database should contain reliable and useful information.

Review:

• Contact details.
• Service history.
• Lead source.
• Customer status.
• Previous estimates.
• Communication history.
• Assigned employees.
• Relevant preferences.

Also verify whether customer information is being stored and used appropriately under applicable privacy requirements.

28. Evaluate Communication Across Channels

Service businesses may communicate through:

• WhatsApp.
• SMS.
• Email.
• Website forms.
• Phone calls.
• Social media.

When conversations are scattered across separate platforms, employees may struggle to maintain continuity.

A Unified Inbox can help organize supported communication channels.

DunaHub provides communication features for compatible WhatsApp, SMS, and email workflows, including multi-agent WhatsApp functionality.

This can help teams coordinate conversations and access relevant information.

29. Audit Appointment Scheduling and Job Management

For service businesses, the customer journey continues after a sale.

Evaluate how your company manages:

• Appointment scheduling.
• Customer confirmations.
• Technician assignments.
• Job status.
• Delays.
• Completion records.
• Customer communication.

DunaHub includes Scheduling and Jobs functionality, with stages such as Scheduled, On the Way, In Progress, and Completed.

These tools can support a more structured operational process.

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Step 6: Evaluate Marketing and Sales Financial Performance

30. Calculate Cost per Lead

Cost per lead (CPL) measures the average cost of generating a lead.

CPL = Marketing Investment ÷ Leads Generated

Example:

• Campaign investment: $3,000.
• Leads generated: 150.

$3,000 ÷ 150 = $20

The CPL is $20.

However, a low CPL does not necessarily indicate a profitable campaign.

You must also consider lead quality and sales conversion.

31. Calculate Customer Acquisition Cost

Customer acquisition cost (CAC) measures the average cost of acquiring a new customer.

CAC = Relevant Marketing and Sales Costs ÷ New Customers Acquired

Example:

• Marketing and sales costs: $6,000.
• New customers: 20.

$6,000 ÷ 20 = $300

The CAC is $300.

Use consistent cost definitions and evaluation periods.

32. Compare CAC With Customer Value

Consider a company with:

• CAC: $300.
• Average first project revenue: $2,000.

The difference between revenue and CAC is not profit.

You must also account for:

• Labor.
• Materials.
• Transportation.
• Equipment.
• Taxes.
• Other operational costs.

For businesses with repeat customers, customer lifetime value can provide additional context.

33. Evaluate Marketing ROI

A simplified contribution-based calculation can help estimate return on investment.

Example:

• Revenue attributed to a campaign: $25,000.
• Contribution margin before marketing: 40%.
• Contribution generated: $10,000.
• Marketing investment: $4,000.

ROI = [(Contribution − Marketing Investment) ÷ Marketing Investment] × 100

[($10,000 − $4,000) ÷ $4,000] × 100 = 150%

The simplified ROI is 150%.

Real-world analysis should account for attribution limitations and all relevant costs.

34. Analyze Revenue by Marketing Channel

Your audit should attempt to connect customer acquisition sources with revenue.

For example:

Channel	Customers	Revenue
Google Ads	30	$90,000
Organic Search	25	$75,000
Referrals	20	$80,000
Social Media	15	$30,000

This hypothetical example shows that different channels can produce different customer values.

Revenue attribution may require data from your CRM, advertising platforms, and financial records.

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Step 7: Audit Customer Retention and Repeat Business

35. Evaluate What Happens After a Completed Job

A marketing and sales audit should not end when the first sale is completed.

Review whether your company:

• Confirms job completion.
• Provides relevant service information.
• Responds to concerns.
• Records customer feedback.
• Maintains service history.
• Identifies appropriate future needs.
• Makes repeat booking convenient.

Good after-sales processes can support long-term customer relationships.

36. Identify Repeat Business Opportunities

Different service industries have different repeat purchase patterns.

Industry	Potential Repeat Services
Residential Cleaning	Weekly or monthly cleaning
HVAC	Seasonal maintenance
Landscaping	Recurring yard maintenance
Painting	Additional rooms or future projects
Flooring	Other areas of the property
Gutter Services	Cleaning, repairs, and maintenance
Commercial Cleaning	Ongoing service contracts

For example, a company providing gutters and drainage services may receive future inquiries about maintenance, repairs, or improvements.

Businesses such as Gutter Calgary Rock operate in a service category where previous job records can help organize relevant future follow-up.

37. Calculate Repeat Customer Rate

A simplified repeat purchase rate is:

Repeat Customer Rate = (Customers Who Purchased Again ÷ Eligible Customers) × 100

Example:

• Eligible customers: 200.
• Customers who purchased again: 50.

(50 ÷ 200) × 100 = 25%

The repeat customer rate is 25%.

The definition of eligible customers should reflect the typical buying cycle.

A roofing contractor should not be evaluated using the same repeat purchase expectations as a weekly cleaning service.

38. Audit Customer Reactivation

Previous customers may have new service needs.

Review whether your company:

• Identifies inactive customers.
• Maintains service history.
• Segments contacts appropriately.
• Sends relevant communications.
• Tracks responses.
• Measures reactivation results.

Customer outreach should respect consent, communication preferences, and applicable laws, including CAN-SPAM in the United States and CASL in Canada where relevant.

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Step 8: Turn Your Audit Into an Improvement Plan

39. Create a Marketing and Sales Audit Scorecard

After gathering your findings, summarize the main problems.

Area	Issue Identified	Business Impact	Priority
Advertising	Poor conversion tracking	High	High
Lead Management	Unanswered inquiries	High	High
Sales	Estimates without follow-up	High	High
CRM	Incomplete records	Medium	Medium
Social Media	Inconsistent publishing	Medium	Medium
Retention	No structured after-sales process	Medium	Medium

Priorities should reflect the actual business impact.

40. Prioritize Improvements by Impact and Effort

Not every problem should be addressed simultaneously.

Evaluate:

• Potential revenue impact.
• Implementation cost.
• Time required.
• Operational risk.
• Available resources.
• Dependencies.

For example, fixing a broken quote request form may be more urgent than redesigning an already functional website.

Similarly, improving response times may produce more immediate value than increasing advertising spending.

41. Build a Corrective Action Plan

Every important finding should lead to a specific action.

Problem	Corrective Action	Success Metric
Leads not answered	Assign ownership and monitor inquiries	Lead response rate
Low estimate conversion	Improve proposals and follow-up	Estimate approval rate
Poor lead quality	Refine targeting	Qualified lead rate
Incomplete CRM data	Standardize data entry	Record completeness
Weak repeat business	Improve after-sales follow-up	Repeat customer rate

Assign an owner and deadline to each action.

The goal is to make improvements measurable.

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Step 9: Conduct a 30-Day Marketing and Sales Audit

Week 1: Collect Data

Focus on understanding the current situation.

Tasks:

• List marketing channels.
• Gather advertising expenses.
• Review website analytics.
• Export available CRM data.
• Identify lead sources.
• Collect sales results.
• Review customer records.

Deliverable: A consolidated view of marketing and sales activity.

Week 2: Analyze the Customer Journey

Examine how prospects move through your business.

Tasks:

• Map lead entry points.
• Measure response times.
• Review lead qualification.
• Analyze pipeline stages.
• Evaluate estimate conversion.
• Identify lost opportunities.

Deliverable: A list of major conversion bottlenecks.

Week 3: Evaluate Financial and Operational Performance

Review costs and business outcomes.

Tasks:

• Calculate CPL.
• Calculate CAC.
• Review revenue attribution.
• Evaluate conversion rates.
• Analyze repeat business.
• Review CRM data quality.
• Identify process inefficiencies.

Deliverable: A performance scorecard.

Week 4: Implement Priority Improvements

Turn findings into action.

Tasks:

• Fix critical lead capture problems.
• Establish follow-up procedures.
• Organize the CRM.
• Assign responsibilities.
• Improve reporting.
• Set performance targets.
• Schedule the next review.

Deliverable: A documented improvement plan with owners and measurable goals.

More complex organizations may require additional time.

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42. Which Marketing and Sales Metrics Should You Monitor Regularly?

Metric	What It Measures
Total Leads	Volume of incoming inquiries
Qualified Leads	Quality of lead generation
Lead Response Time	Speed of customer communication
Unanswered Lead Rate	Missed initial responses
Estimate Approval Rate	Proposal conversion
Sales Conversion Rate	Leads becoming customers
Cost per Lead	Lead generation cost
Customer Acquisition Cost	New customer acquisition cost
Average Deal Value	Revenue per sale
Sales Cycle Length	Time required to close deals
Revenue by Channel	Revenue attributed to acquisition sources
Repeat Customer Rate	Repeat purchasing behavior
Contribution Margin	Revenue remaining after relevant variable costs

Not every business needs a complex reporting system.

Start with the metrics that help answer your most important operational questions.

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43. How DunaHub Can Support Your Marketing and Sales Processes

DunaHub brings together CRM, communication, sales, and service management functionality.

These tools can help businesses organize several processes examined during a marketing and sales audit.

CRM Pipeline

Organize leads and opportunities into defined sales stages.

This supports a more consistent approach to tracking negotiations.

Unified Inbox

Manage conversations across compatible communication channels, including WhatsApp, SMS, and email.

Multi-Agent WhatsApp

Support team-based customer communication.

Proposals

Prepare and manage customer proposals.

Scheduling

Organize appointments and service schedules.

Jobs

Track service activities through operational stages.

Forms

Capture customer inquiries and organize incoming information.

Reminders

Support task management and follow-up activities.

Invoices

Manage supported invoicing workflows.

Client Portal

Provide customer-facing access for supported service processes.

Dashboard

Review information and indicators available within the platform.

Social Media Management

Support content planning and social media activities.

Integrations

Connect compatible systems and workflows through supported integration options.

A complete marketing audit may also require external information from advertising platforms, website analytics, accounting systems, and other specialized tools.

DunaHub should be evaluated as part of the broader business workflow rather than assumed to replace every specialized platform.

For more information, visit the DunaHub Documentation.

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44. Common Marketing and Sales Audit Mistakes

Focusing Only on Lead Volume

More leads do not automatically produce more revenue.

Ignoring Sales Follow-Up

An effective marketing campaign can underperform if estimates are not followed up.

Using Incomplete Data

Missing records can lead to misleading conclusions.

Comparing Inappropriate Time Periods

Seasonality and changing business conditions matter.

Measuring Revenue Without Costs

Revenue alone does not establish profitability.

Ignoring Customer Experience

Communication problems can affect both conversions and retention.

Treating Every Lost Deal as a Pricing Problem

Customers may choose competitors for many reasons.

Auditing Marketing and Sales Separately

The customer journey crosses both functions.

Creating Reports Without Action Plans

An audit is useful only when findings lead to decisions.

Failing to Review Results Again

Processes should be monitored after changes are implemented.

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45. Complete Marketing and Sales Audit Checklist

Marketing

• Identify every acquisition channel.
• Review advertising performance.
• Audit website conversion paths.
• Evaluate SEO.
• Review social media performance.
• Check conversion tracking.
• Calculate cost per lead.

Lead Management

• Identify lead sources.
• Review qualification criteria.
• Measure response times.
• Identify unanswered inquiries.
• Verify lead ownership.

Sales

• Map pipeline stages.
• Calculate stage conversion rates.
• Review estimates and proposals.
• Measure estimate approval rates.
• Evaluate follow-up.
• Document lost deal reasons.
• Measure sales cycle length.

CRM

• Review customer records.
• Remove duplicates.
• Check pipeline accuracy.
• Verify assigned responsibilities.
• Review communication history.
• Identify overdue activities.

Financial Performance

• Calculate CPL.
• Calculate CAC.
• Analyze average deal value.
• Review revenue by channel.
• Evaluate contribution margins.
• Estimate marketing ROI.

Customer Retention

• Review after-sales communication.
• Identify repeat customers.
• Evaluate repeat purchase rates.
• Identify inactive customers.
• Review future service opportunities.

Improvement Planning

• Document problems.
• Prioritize corrective actions.
• Assign responsibilities.
• Set deadlines.
• Define performance indicators.
• Schedule follow-up reviews.

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46. Frequently Asked Questions About Marketing and Sales Audits

What is a marketing and sales audit?

A marketing and sales audit is a structured evaluation of how a business attracts leads, manages opportunities, converts customers, and measures results.

Why is a marketing audit important?

It helps identify ineffective campaigns, wasted spending, and opportunities to improve lead generation.

What is the difference between a marketing audit and a sales audit?

A marketing audit focuses primarily on acquisition strategies and campaigns. A sales audit evaluates qualification, communication, proposals, negotiations, and conversions.

How often should a business conduct an audit?

Many businesses benefit from monthly performance reviews and more comprehensive quarterly or annual audits.

What metrics should be included?

Important metrics include lead volume, qualification rate, response time, conversion rate, CAC, average deal value, and revenue attribution.

How do you audit a sales pipeline?

Define each stage, count opportunities, calculate conversion rates, and investigate where deals stop progressing.

How can a company improve lead conversion?

Improvements may include faster responses, better qualification, clearer proposals, and more consistent follow-up.

What is a good sales conversion rate?

There is no universal benchmark. Conversion rates depend on industry, lead source, pricing, qualification, and the sales cycle.

How do you calculate customer acquisition cost?

Divide relevant marketing and sales costs by the number of new customers acquired during the evaluation period.

Can a small business perform its own marketing audit?

Yes. Small businesses can start by reviewing basic lead, sales, cost, and customer data.

What tools are needed for a marketing and sales audit?

Depending on the business, useful tools may include CRM software, website analytics, advertising platforms, spreadsheets, and financial reports.

How does CRM software support an audit?

A CRM helps organize customer records, opportunities, pipeline stages, and sales activities.

Why should service companies track estimates?

Tracking estimates helps businesses measure approval rates, identify pending opportunities, and improve follow-up.

Should customer retention be included in the audit?

Yes. Repeat business and customer relationships can contribute to long-term performance.

Can DunaHub help organize marketing and sales processes?

Yes. DunaHub provides CRM Pipeline, Unified Inbox, proposals, scheduling, forms, reminders, and other features that support commercial and service management workflows.

Where can I learn more about DunaHub?

Visit DunaHub to explore the platform.

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Conclusion: Find the Problems Before Increasing Your Marketing Budget

Many service businesses assume that increasing marketing spending is the fastest way to grow.

But generating more leads does not guarantee more customers.

If inquiries go unanswered, estimates are forgotten, and customer information is scattered across different systems, additional advertising can simply create more opportunities for inefficiency.

A marketing and sales audit helps you understand what is happening throughout the customer journey.

By reviewing your marketing channels, lead generation, response times, sales pipeline, proposals, conversion rates, and customer retention, you can identify where improvements are most needed.

The most important steps include:

• Evaluating marketing channel performance.
• Identifying qualified lead sources.
• Improving response times.
• Organizing customer information.
• Measuring sales pipeline conversions.
• Reviewing estimates and follow-up.
• Calculating acquisition costs.
• Analyzing profitability.
• Identifying repeat business opportunities.
• Creating measurable improvement plans.

A structured CRM can support many of these activities by keeping customer and opportunity information organized.

With DunaHub, service businesses can manage leads, coordinate customer conversations, prepare proposals, organize appointments, and track service activities within an integrated platform.

Before spending more money to attract new customers, make sure your business is making the most of the opportunities it already receives.

Explore DunaHub and discover how better CRM organization and service management can support a more efficient marketing and sales process.