The audit is the data-gathering pass I run across acquisition, conversion, and retention to find what's actually going on in your business.
It's not a generic checklist. It's a numbers-first look inside your channels, your speed-to-lead, your CSR process, your tracking, and your follow-up — using your real CRM, ad accounts, phone records, and GBP.
What you leave with is not the audit. It's the 90-day marketing plan that gets built from what the audit finds. That plan is the Marketing Blueprint.
Why most contractor "audits" are useless
Most contractor "audits" are pre-sales documents. The agency runs a checklist and concludes you need… whatever the agency sells. That's not a look inside your business. That's a quote in a lab coat.
A real look inside your marketing goes end to end: what's coming in, where it dies, and which channel is actually profitable after you account for booked revenue — not lead count. Half the time, the "broken channel" isn't broken. The CSR script is. Or speed-to-lead is. Or the booking page is. You won't know until somebody's inside your actual numbers, not the reports the vendors hand you.
Who this is for
You probably need this if…
- You're spending more than $5K/month on marketing without confidence in ROI
- You suspect leads die between "phone rang" and "job booked" — but can't prove it
- You've changed agencies in the last 18 months hoping for different results
- You can't answer "what's our cost per booked job, by source?" in under 60 seconds
- You want a plan, not a sales pitch
Do you need this?
Five honest questions. Check every one that applies.
What I look at during the Marketing Blueprint
Seven zones, using your real data — your CRM, your ad accounts, your phone call records, your Google Business Profile.
Acquisition channels
Each source gets a profitability number. Not lead count — booked revenue minus spend.
Speed-to-lead
From phone-rings to first-human-contact. Most contractors are 4×–10× too slow.
CSR / booking process
Recorded calls, scripted moments, conversion rates by CSR. The cheapest 20% lift in the building.
Conversion path
Website, GBP, LSA, forms, scheduling. Every place a buyer can quietly leave.
Tracking and attribution
Source-of-truth math. If two systems disagree, one of them is wrong.
Retention and review loop
Repeat work, referrals, review velocity. The cheapest channel that doesn't have ad spend.
Vendor accountability
Who's on the hook for what number, and what happens when it slips.
What you walk away with is the plan
- PlanYour 90-day Marketing Blueprint — written
- BoardOne-page scoreboard, cost-per-booked-job by channel
- OrderThe specific things to fix, in the order to fix them
- NamesEvery move in the plan has an owner on it
- MathEstimated dollars leaking per month, with the source
- ChoiceRun it yourself, or have Blueprinted direct the build
Where does the Fractional CMO engagement fit?
The Marketing Blueprint is your 90-day plan. The Fractional CMO engagement is where I sit on your leadership team month after month, run the plan, direct your team and vendors, and own the number. Every retainer starts with the Blueprint because you can't run a plan that hasn't been built yet. Whether you keep me on after the Blueprint is a conversation, not a foregone conclusion.
How long does the Marketing Blueprint take?
2 to 4 weeks from the kickoff call, depending on how quickly access to your CRM, ad accounts, and phone records comes through.
What does the Marketing Blueprint include?
Your 90-day marketing plan, a one-page scoreboard, cost-per-booked-job by channel, and the prioritized fix order — with a name attached to every move. It's all built from your actual numbers.
Will the plan recommend you?
Sometimes. Most of the time the highest-leverage fix is something you already pay someone else to do — they just need a brief and a number. I tell you that.
Can I run this myself first?
You can run a short version. The 5-Point Marketing Leak Audit worksheet covers the highest-leverage zones on your own.
What if I just need help with one channel?
Then you don't need the Marketing Blueprint yet. Tell me which channel and I'll point you at the right resource — or the right person, even if it isn't me.
