How to Run a Marketing Audit That Actually Helps Your Sales Team
Too often, marketing audits focus on vanity metrics or surface-level updates. But a great marketing audit does more than clean up your branding, it sharpens your positioning, reveals revenue opportunities, and removes friction from the sales process.
If your goal is to enable sales, land more deals, and shorten the sales cycle, here’s how to run a marketing audit that makes a measurable impact.
1. Start With the Sales Team's Reality
Before opening up Google Analytics or rewriting copy, talk to your sales team (or whoever is closing deals). Ask:
Where do deals stall?
What objections come up most?
Are leads coming in "qualified" or confused?
This grounds your audit in revenue realities instead of marketing theory.
2. Assess Your Messaging Across the Funnel
Misaligned messaging is often the root of slow sales. Audit your:
Website headline and intro copy
One-pagers or pitch decks
Email sequences
Product descriptions or demos
Look for inconsistencies or language that focuses too much on features and not enough on outcomes.
Tip: Replace "What we do" with "Why it matters."
3. Inventory Your Sales Collateral
Run a quick audit of your existing assets:
Do you have a one-pager that sales actually uses?
Are your case studies up-to-date?
Are product sheets customer-focused or internal-facing?
Gaps here = sales friction.
4. Audit the Buyer Journey (Not Just the Website)
It’s easy to focus only on web pages, but your audit should include:
Lead magnet quality
Email nurture flows
Demo request UX
Follow-up sequences
Look for drop-off points or confusion. Ask yourself: Would I convert?
5. Prioritize Quick Wins That Support Sales Now
End your audit by ranking fixes by impact and ease. Start with the changes that help sales today:
Update your hero message to be more value-driven
Create a one-pager for a specific vertical
Simplify your demo request process
Then build toward deeper improvements like positioning and lead nurture.
Looking for a fresh set of eyes? Check out our Marketing Audit Services or, book a free consult
Modern Edge Creative specializes in practical, sales-aligned marketing audits. If you're unsure where your gaps are or want help prioritizing, we offer quick-turn GTM audits for SaaS, tech-forward companies, and Salesforce ISVs.