Chapter 02

The audit process: we learn your operation

4 weeks. The CMO sponsors the effort, then marketing ops, demand gen, lifecycle, paid media, creative, analytics, and regional leads bring in the operators who handle campaign exceptions every day.

Audit Inputs
Interviews
66 sessions / 48 stakeholders

We cover executive goals, process owners, channel leads, and the coordinators who live inside the handoffs.

  • C
    CMO
    1x60min · growth goals + budget model
  • VM
    VP Marketing Ops
    2x60min · systems + governance
  • DL
    Demand, lifecycle, paid, and creative leads
    12x45min · handoffs + campaign exceptions
  • AA
    Analytics and web owners
    6x45min · signal quality + attribution breaks
  • CM
    Campaign managers and coordinators
    20x30min · rework, approvals, and launch blockers
  • RM
    Regional marketing leads
    5x45min · localization + approval variance
  • CP
    Creative producers and copy leads
    8x30min · asset versioning + brand review
  • PM
    Paid media operators
    6x30min · pacing checks + budget shifts
  • LC
    Lifecycle campaign builders
    6x30min · audience QA + suppression logic
All sessions transcribed and tagged
Documentation
130 sources ingested

Briefs, brand rules, channel taxonomies, claims guidance, test plans, dashboards, and campaign QA logs are indexed.

  • Campaign brief template
    SOP
  • Brand and claims guide
    Policy
  • Channel taxonomy
    Master data
  • Attribution model notes
    Policy
  • Experiment rubric
    Reference
  • Campaign QA logs
    Operational data
  • Regional launch calendars
    Planning
  • Suppression and consent rules
    Governance
  • Creative review comments
    Work packets
Indexed and queryable by agents
Software
13 systems mapped

Campaign, CRM, ads, analytics, warehouse, creative, experimentation, and collaboration tools are mapped together.

MA
Marketo
Marketing Automation
HU
HubSpot
CRM
SA
Salesforce
CRM
GA
Google Ads
Paid Search
MA
Meta Ads
Paid Social
LA
LinkedIn Ads
Paid Social
GA
GA4
Analytics
BI
BigQuery
Warehouse
BR
Braze
Lifecycle
SE
Segment
CDP
AS
Asana
Work management
SP
Sprinklr
Social operations
OP
Optimizely
Experimentation
All systems connected
13
Systems mapped
29
Workflows analyzed
48,000+
Campaign assets sampled
640K
Hours of manual work / yr
Automation map
Of 640,000 manual hours / yr
How much we take off your plate
Total identified manual hours, split between what we automate and what stays human
75%
Automatable · 483,000 hrs
157,000 hrs human
Of the 483,000 automatable hours, here’s what each agent contributes
Each bar floats at the running total. Built in priority order, summing to total automated.
0K121K242K362K483K+149KP1Brief QA$8.2M+122KP2Audience$7.1M+92KP3Creative$5.4M+64KP4Pacing$5.0M+56KP5Signals$4.3M483Khrs / yrTOTALAutomated$46M / yr
P1Campaign Brief Intake & QA
82% automatable · $8.2M
P2Audience Build & Activation
78% automatable · $7.1M
P3Creative Versioning & Localization
72% automatable · $5.4M
P4Budget Pacing & Reallocation
68% automatable · $5.0M
P5Conversion Signal QA & Attribution
70% automatable · $4.3M
Stays human · brand judgment, messaging risk, spend governance157,000 hrs / yr remain manual
Implementation timeline20 weeks · then ongoing
Phase / Workflow
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
W13
W14
W15
W16
W17
W18
W19
W20
Audit
4 weeks
CMO kickoff
Process owners
Operator shadowing
Systems map
ROI baseline
Plan signed
Build · workflows shipped in priority order
P1Campaign Brief Intake & QA
8w
P2Audience Build & Activation
9w
P3Creative Versioning & Localization
10w
P4Budget Pacing & Reallocation
8w
P5Conversion Signal QA & Attribution
6w
Operate
ongoing →
Next: Build Process