The audit is structured around a five-layer model. Layer 1 — instrumentation: GA4/GTM, server-side tracking, conversion mapping. Layer 2 — CRM: object model, lifecycle, hygiene. Layer 3 — automation: workflows, sequences, deliverability. Layer 4 — outbound: ICP, signal sourcing, sender infrastructure. Layer 5 — reporting: attribution, forecast, exec dashboard. Each layer gets a teardown with what's working, what's broken, and the dollar-value impact of fixing it. The deliverable is a 25–40 page document plus a 90-minute walkthrough with the team.
Buyers usually run the audit before a planning cycle (annual, quarterly), after a Series B round when scale exposes broken processes, or when the existing martech consultant or in-house RevOps lead has hit a wall. The Pareto plan is opinionated — Martechno picks the 8 to 15 fixes that matter rather than listing 80 'opportunities' nobody will action.
Who needs an audit: incoming RevOps leaders who inherit a stack and need an outside read in 14 days, founders preparing for a Series B/C raise who want a tight RevOps narrative, CMOs who suspect their attribution is broken but can't prove it, and any team where leadership disagrees on which lever to pull next. Audits are also useful as a gate before signing a 6-month implementation — if the audit surfaces obvious fixes that close 60% of the gap, the team often runs them in-house and saves the implementation budget.
What breaks without an audit: teams default to building whatever the last vendor pitched (typically a chatbot, an ABM platform, or a content-syndication contract) without diagnosing whether the bottleneck is upstream. The audit forces a written diagnosis, which kills cargo-cult RevOps decisions and lets leadership invest budget where it actually moves the number.
How Martechno runs it: week 1 — interviews (Founder, CMO, CRO, RevOps lead, sales rep, marketing rep), system access, data sample pulls, instrumentation review. Week 2 — synthesis (5-layer teardown, Pareto plan with 8–15 ranked fixes, dollar-impact estimates, 90-day roadmap), 90-minute team walkthrough, written report. Pricing is fixed at $3.5k for the standard 2-week engagement; deeper data-warehouse audits or compliance audits scale up.
What you get: a 25–40 page audit document with a 5-layer teardown, a Pareto plan with 8–15 ranked fixes (impact × cost × time), a 90-day roadmap with named owners and acceptance criteria, a hygiene scorecard for CRM and email, an attribution model review, a 90-minute walkthrough recording, and a written gap analysis for any tools you're considering buying. About a third of audit clients hire Martechno for the implementation that follows; the rest run it in-house with the playbook.
Common questions: Will the audit recommend buying tools? Sometimes — but only when a clear gap exists; the default is 'use what's deployed better'. How is this different from an internal RevOps review? External operators see the patterns hidden by familiarity, write decisions down, and don't have political incentives to defend past choices. Can we share the audit with the board? Yes — the report is structured for executive consumption with an exec summary up top.
Why senior operators run better audits: a 14-day diagnosis depends on pattern recognition across many companies. Senior engineers who've seen 50+ B2B martech stacks recognise broken patterns immediately and skip the 'discover the problem' phase that junior consultants spend weeks on.