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Marketing System Assessment
About two weeks from the day access is granted. A structured inventory of your marketing and sales systems, including any automation and AI already in use, limited to what we agree to include; a map of where interest enters and where it leaks; and a prioritized roadmap for what to build first. Made for companies that know something is broken and don’t yet know which part.
Built for the company that has the pieces and not the system.
- A funded B2B technology company, typically Series A through Series B, or a mid-market company or autonomous division of something larger
- Salesforce, HubSpot, or another platform in place, but never fully designed, integrated, or governed
- Real interest arriving from events, content, webinars, or sales conversations, and no reliable path for it
- A Head of Marketing, VP, CMO, or founder who needs a defensible answer to “what’s working and what do we fix first”
Picture a Series B company with one or two marketers, a sales team that doesn’t trust the CRM, and a board asking about pipeline.
Seven areas, one map.
01
Systems and tools.
What exists in scope, what’s paid for, what’s actually used, what’s connected.
02
Funnel and lifecycle.
How a prospect moves from first signal to qualified opportunity, and where the path breaks.
03
Capture and follow-through.
Every in-scope place interest arrives, and what happens in the days after.
04
Data, source tracking, and reporting.
What the data can and can’t tell you, and why.
05
Content and source material.
What you have, what’s reusable, what’s missing.
06
AI and automation.
What’s in use, what’s bounded, what carries risk.
07
Ownership and process.
Who owns each step today, and where nobody does.
How it runs.
Access and reconnaissance.
Agreed read-only access to the in-scope systems. AI-assisted inspection of configuration, data, workflows, and content against a structured checklist. Where your policy doesn’t allow AI tools on your data, I do the inspection by hand and we agree the timeline accordingly.
Interviews.
Real conversations with the CRM owner, the marketing-platform owner, sales leadership, and whoever else touches the system. Automated reconnaissance doesn’t replace these. It makes them sharper.
Synthesis and roadmap.
Findings, prioritized gaps and risks, and the build roadmap, walked through live with you.
Your side: agreed read-only access early on, and about half a day of your team’s time in total across the interviews. Scope is set on the call so two weeks from access is realistic for your environment.
What you get.
- Inventory and integration map of the in-scope systems
- Funnel and lifecycle map with the leak points marked
- Data and reporting findings: what’s trustworthy, what isn’t, and why
- Gaps and risks, prioritized by pipeline impact and effort
- Stack recommendations only where something critical is missing, with costs, tradeoffs, and security considerations
- A build roadmap sequenced for the next one to two quarters
- A live readout with your team, and the written version to keep
What it isn’t.
Not a sales pitch for a rebuild.
Most companies keep most of what they have.
Not an automated report.
Software finds patterns. The interviews find the truth.
Not a strategy deck.
It’s operational: what to build, in what order, owned by whom.
Three honest outcomes.
You build it with your team, using the roadmap. You bring in another partner. Or I build it, starting with the Marketing System Build Sprint. The roadmap is yours either way.
What the Build Sprint includes →
Fixed fee, agreed before we start.
The assessment is a fixed-scope, fixed-fee engagement, quoted after a short call so the scope fits your environment. If we move into the Build Sprint, that work picks up where the assessment left off, with nothing repeated.
Questions I get asked.
Do you need access to our CRM?
Read-only access to the systems we agree to include, issued under an access plan we write down first. If a system can’t be shared, I work from exports and interviews and note the limit in the findings.
Will you recommend we replace our platform?
Only if something critical is missing. Most companies keep most of what they have; the roadmap is about configuration, integration, process, and ownership before it is about new tools.
How do you use AI in the assessment?
For structured inspection of configuration, data, and content against a checklist, and for synthesis. The interviews and the judgment are mine. I use only the tools and settings you approve, inside access boundaries we agree first, and your data and artifacts are not shared or reused across clients. Where your policy doesn’t allow AI tools on your data, I do the inspection by hand and we agree the timeline accordingly.
Who needs to be involved on our side?
The person who owns the CRM, the person who owns the marketing platform, a sales leader, and the marketing lead or founder. About half a day in total across the two weeks.
What happens after the readout?
You get the written roadmap. You can run it with your team, hand it to another partner, or start the Build Sprint with me.
Ready to find out what’s actually broken?
Thirty minutes to confirm fit and scope. If the assessment isn’t the right first move, I’ll say so.