01The system, not just the campaigns.The audit follows the entire decision chain to distinguish a media problem from an offer, measurement, or sales-execution problem.Business economicsOffer and funnelAcquisition and paid mediaTracking and attributionAnalytics and reportingCRM, sales, and revenue systems
02A diagnosis that ends with clear choices.Diagnosis of observable gapsAssessment of their business impactOrdered priorities30 / 60 / 90-day roadmap