Before you add more budget, more people, or another tool — find out where your process is actually losing momentum.
Most demand programmes do not fail because of insufficient investment. They fail because of small, compounding breakdowns across the process. The audit identifies exactly where those breakdowns are and what to do about them.
Software QA company, India
Of pipeline leakage traced to two fixable gaps in follow-up and qualification — identified within the first audit.
More fuel does not fix a broken engine. It just burns faster.
Seven Areas We Examine
Every area that sits between generating interest and converting it to a qualified conversation.
01. Account Targeting & Prioritisation
Are you going after the right companies in the right order?
- Q1.Is your ICP defined in writing and shared across the team?
- Q2.Are accounts prioritised by revenue potential and engagement likelihood?
- Q3.How often is the target list reviewed and refreshed?
02. Messaging & Value Proposition
Does your message earn a conversation, or just fill an inbox?
- Q1.Are your value propositions tested and refined based on response data?
- Q2.Do different personas receive different, relevant messaging?
- Q3.Is there a clear, credible reason for the prospect to engage now?
03. Engagement & Follow-Up Process
How quickly and consistently are prospects being engaged?
- Q1.What is the average response time when a prospect shows interest?
- Q2.Is there a defined follow-up cadence, or is it left to individual discretion?
- Q3.How many touchpoints occur before a lead is marked as unresponsive?
04. Qualification Framework
Does Marketing and Sales agree on what counts as a lead?
- Q1.Is there a written, shared definition of a qualified opportunity?
- Q2.Are qualification criteria applied consistently across all sources?
- Q3.How often do qualified leads actually convert to pipeline?
05. Pipeline & Revenue Tracking
Can you trace demand activity to revenue outcomes?
- Q1.Are you tracking pipeline contribution, not just lead volume?
- Q2.Can you attribute revenue back to the campaigns that generated it?
- Q3.Do you know your cost per qualified meeting and cost per opportunity?
06. Sales–Marketing Alignment
Are the two teams working from the same playbook?
- Q1.Is there a regular, structured handover process between Marketing and Sales?
- Q2.Does Sales provide feedback on lead quality, and is it acted upon?
- Q3.Are there shared goals, or does each team have its own definition of success?
07. Feedback Loop & Continuous Improvement
Are insights from the field feeding back into the next cycle?
- Q1.Are conversation insights captured and shared with the demand team?
- Q2.Do messaging and targeting adjust based on what Sales hears in the field?
- Q3.Is there a monthly review where demand performance is assessed and improved?
What You Receive
A structured, actionable assessment — not a slide deck of generic advice.
- A written assessment of your demand process across all 7 areas
- A maturity score for each area — with clear gaps identified
- Prioritised recommendations ranked by impact and effort
- A 90-day action plan with specific, measurable steps
- A shared qualification framework template for Marketing and Sales
- A demand process dashboard template for ongoing tracking
- A follow-up consultation to review progress after 90 days
Book a Demand Process Audit
Find out exactly where your demand process is leaking — and what to fix first.
Book a Strategy Call