Marketing as a Service — a diagnostic assessment of marketing funnel coverage and effectiveness.
What Problem Does a Full-Funnel Audit Solve?
A Full-Funnel Audit answers a key question:
Does marketing cover the entire customer journey, from the first touchpoint to repeat purchase? If not, at which stage are results being lost?
When This Question Arises
1
The company does not know at which stage of the funnel, from the first touchpoint to repeat purchase, it loses the most potential customers.
2
There is no clear understanding of how to allocate the budget across funnel stages: how much to invest in acquiring new customers, nurturing prospects who are still considering their options, and re-engaging existing customers.
3
Demand generation and nurturing future demand are not part of marketing’s current focus.
4
Advertising metrics look healthy, but they do not translate into revenue, and it is unclear at which stage the results are being lost.
Typical Problems We Identify
Marketing tools are not delivering their full potential because they are used at the wrong funnel stage. For example, an audience that is ready to buy is directed to a competitor-comparison page instead of a conversion-focused landing page.
Budget allocation is driven by habit rather than data. Most of the budget goes to acquisition channels simply because that is how it has always been allocated, even though re-engaging existing customers could generate better returns at a lower cost.
Lead nurturing and retention are overlooked. Marketing focuses on prospects with clear purchase intent but fails to move those who are still comparing options through the funnel.
Customer data is fragmented across funnel stages. CRM, advertising, and email marketing systems are not properly connected, making it difficult to track an individual customer’s journey from the first touchpoint to repeat purchase.
When Do You Need an Audit?
The company does not have a clear picture of marketing profitability trends and cannot identify what is driving performance down or which activities are worth scaling.
The company is preparing to scale and wants to ensure the acquisition funnel is working efficiently before increasing the marketing budget.
Customer acquisition costs are rising, but there is no clear understanding of whether the additional spend is justified.
Repeat purchases are infrequent, and the company does not know how much revenue it is losing as a result.
Who Is This Service Not For?
Companies with no existing marketing activity. The audit evaluates an existing funnel; it does not build one from scratch.
Companies that need an assessment of a single marketing channel. This requires a focused channel audit rather than a full-funnel diagnostic.
Companies that cannot provide access to relevant data. Without access to analytics, CRM, and advertising accounts, conclusions would rely on assumptions rather than reliable data.
What You Get
Funnel Coverage Map — a map of the entire funnel, from demand generation to repeat purchases, showing which tools and channels support each stage and where coverage is missing.
Prioritized List of Gaps — a list of identified gaps, assessed by their potential impact on revenue and the complexity of addressing them, ranked by priority.
Funnel Stage Performance Metrics — a breakdown of conversion rates between funnel stages, customer acquisition costs, and repeat purchase rates, helping identify where the most significant losses occur and which areas need improvement.
Detailed Action Plan for Each Funnel Stage — recommendations on what to improve in existing tools, what to add, and what to discontinue, with a rationale and expected outcome for each change.
Budget Allocation Guidelines — recommended budget distribution based on the profitability and potential of each funnel stage, highlighting the areas with the greatest scaling potential.
Recommendations and Implementation Plan — a prioritized sequence of changes, with estimated timelines and designated responsibilities on the client’s side.
Methodology: What Are the Conclusions Based On?
The audit is based on four sequential layers of analysis rather than expert opinion alone. Each layer builds on the previous one: first, we establish what is in place; then, we assess whether the tools are appropriate for their intended audiences; next, we evaluate performance; and finally, we determine where and how much to invest.
1
Mapping — What Is in Place?
We inventory existing marketing tools and channels and map them to the funnel stages: TOFU (Top of Funnel): Generating demand among audiences that are not yet actively looking for a solution. MOFU (Middle of Funnel): Nurturing prospects who are evaluating different options. BOFU (Bottom of Funnel): Converting prospects who are ready to make a purchase. Retention: Encouraging repeat purchases and maintaining relationships with existing customers. This stage reveals which parts of the customer journey are not covered by any existing tools or channels.
2
Alignment — Is Each Tool Appropriate for Its Intended Audience?
We assess whether each tool is aligned with the funnel stage it is intended to serve. This includes reviewing audience targeting, messaging, and landing pages.This analysis helps identify tools that are targeting the wrong audience, delivering an unsuitable message, or directing users to a destination that does not match their stage in the customer journey.
3
Performance — How Efficiently Does Each Stage Work?
We analyze data from analytics platforms, CRM systems, and advertising accounts to assess conversion rates between funnel stages, customer acquisition costs, and the share of repeat purchases.This stage reveals where the largest proportion of potential customers is being lost and which parts of the funnel are underperforming.
4
Spend — How Is the Budget Allocated Relative to Return?
We compare spending at each funnel stage with itʼs profitability and potential for growth.This provides a data-driven basis for recommendations on which activities to scale, which to restructure, and which to discontinue.
The result: every audit conclusion can be traced to a specific analytical layer and the underlying data, rather than relying on subjective judgment.
Project Stages
Data and Access Collection
Initial briefing with the marketing lead; collection of access to analytics, CRM, advertising accounts, and email marketing platforms; inventory of existing tools and channels.
→ input data for all subsequent stages
1
Funnel Mapping (Mapping Layer)
Mapping existing tools and channels to the TOFU, MOFU, BOFU, and retention stages; identifying gaps in funnel coverage.
→ Funnel Coverage Map
2
Tool-to-Stage Alignment (Alignment Layer)
Assessment of targeting, messaging, and landing pages against the funnel stages they are intended to serve.
Analysis of conversion rates between stages, customer acquisition costs, and repeat purchase rates, based on analytics and CRM data.
→ Funnel Stage Metrics
4
Budget Allocation Analysis (Spend Layer)
Comparison of spending at each stage with its profitability and potential for scaling.
→ Budget Allocation Guidelines
5
Recommendations and Presentation
Development of a detailed action plan for each stage, prioritization of implementation steps, and presentation of the findings to the client team.
→ Detailed Action Plan and Recommendations and Implementation Plan
6
Roles and Timelines
BASE Team
A senior marketer leads the audit from data collection through to the final presentation. Their responsibilities include data analysis, developing conclusions, and preparing all deliverables.Where necessary, an analyst may be involved to assess end-to-end data, along with Netpeak specialists who can evaluate individual marketing channels.
Client Team
Marketing lead or CEO: Participates in the initial briefing, reviews interim findings where necessary, and attends the final presentation.
Person responsible for analytics or marketing: Provides access to relevant systems and data and explains the current configurations.
Estimated time commitment for the client team: Up to 5 hours across the entire audit.
Estimated Timeline
Stage
Duration
Collection of Input Data and Access
6–10 business days
Funnel Mapping and Comparison Against the Reference Funnel
6–10 business days
Funnel Stage Efficiency Analysis
6–10 business days
Budget Allocation Analysis
6–10 business days
Implementation Plan
4–6 business days
Total
28–46 business days
The timeline depends on the number of channels involved, the quality of the analytics setup, and how quickly the client provides the necessary access.
Service Limitations
Аудит дає діагностику й план дій, але не виконує впровадження — найм, звільнення, перебудову процесів компанія реалізує самостійно (або замовляє окремою послугою)
The conclusions depend on the quality of the available data. If analytics or CRM systems are incorrectly configured, some calculations may rely on estimates. Any such limitations are explicitly documented in the report.
The audit does not guarantee revenue growth on its own. Results depend on implementing the recommended changes and their effectiveness.
The audit does not assess the product or pricing strategy. If product-related or pricing issues contribute to low sales, the audit may identify them, but resolving them falls outside its scope.
Budget estimates are indicative. Precise budget figures are developed when planning the specific implementation activities.
Our experience
Our clients' results speak for our work better than we or this beautiful website ever could
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