Marketing department audit
When marketing is busy but its contribution to the business is hard to explain, the problem may lie across several processes. I examine how objectives become plans, how resources are allocated and how the team checks results. The audit gives an owner or CEO a clear view of what works, what constrains performance and which changes deserve attention first.
Discuss this projectEugene Mischenko · English & Russian · Online / Yerevan
01 / Context
Who this is for
For a growing brand building its first marketing function, an online store with several acquisition channels, or an established company reviewing its department. Useful before increasing the budget, changing the structure, hiring a marketing director or delegating more responsibility to an agency.
02 / Decisions
Questions we examine
- Do segmentation, positioning and channel plans reflect commercial priorities?
- Where do responsibilities overlap or fall between marketing, sales and product?
- Can the team connect spending with qualified demand, sales, margin and repeat purchases?
- Which constraints come from skills, processes, data, capacity or management decisions?
What the work can produce
- A diagnosis of strategy, operating processes, roles and measurement quality.
- A map of responsibility gaps and handoffs with sales, product and contractors.
- A prioritised improvement plan with owners, dependencies and review criteria.
- Recommendations on team structure, missing skills and management reporting.
The final deliverables are agreed for your business and engagement.
What to prepare
Share the business goals, department structure, marketing plan, budget and sample reports. We may review campaign briefs, CRM stages, sales feedback and interview process owners. Aggregated data can support the initial discussion; access requirements follow the agreed scope.
How we start
Send a short description of the business, the decision in front of you and the result you need. We discuss the context, identify useful inputs and agree the format, scope, timing and fee.
Write about your projectExperience & sources
Experience behind the advice
METRO: e-commerce leadership
Experience leading the e-commerce division at METRO Cash & Carry. A published Mindbox interview discusses customer data, the digital channel and the business behind omnichannel retail.
Read the sourceL’Occitane: digital commerce in beauty
The MediaMetrics interview examines online and store sales, loyalty and the customer experience of buying cosmetics.
Read the sourceFounder and President of ECDMA
Leading a professional association focused on e-commerce and digital marketing, with professional exchange, education and industry programmes.
Read the sourceBefore we begin
How does this differ from an advertising account audit?
An account audit examines campaign settings and channel performance. A department audit covers the wider management system: goals, proposition, planning, team responsibilities, coordination and measurement. Account-level checks can be included when they help explain a specific finding.
Does the audit assume that employees should be replaced?
No staffing conclusion is predetermined. A capable team can be held back by conflicting goals, unclear ownership or missing data. Recommendations follow the evidence and can include process changes, training, redistribution of work or additional expertise.
Can you help implement the recommendations?
Yes. We can agree a separate implementation scope: work with your director, fractional CMO leadership, corporate training or delivery with my team. The audit itself produces an assessment and a plan; ongoing execution has its own responsibilities and deliverables.