/cm:audit — Marketing Audit

Comprehensive marketing health check across all channels and assets.

What It Does

A structured audit of your entire marketing operation — messaging consistency, channel performance, funnel health, and asset quality. Run quarterly or before major strategic shifts.

Time Investment

60-90 minutes

Process

1. Foundation Health Check

Positioning & Messaging:

Review positioning canvas — still accurate? Market shifted?
Check messaging across homepage, emails, ads — consistent?
Brand voice alignment — does everything sound like the same company?
Value props — still resonating? Evidence from metrics?

Action: Flag any drift. If positioning needs refresh → /cm:position

2. Channel Performance Audit

For each active channel, assess:

Channel	Questions
Website/SEO	Organic traffic trend? Top pages performing? Content gaps?
Email	List growth rate? Open/click rates? Deliverability issues?
Social	Engagement trend? Best-performing formats? Audience growth?
Paid	ROAS by channel? CAC trend? Creative fatigue?
Content	Publishing cadence? Quality consistency? Distribution working?

Score each: 🟢 Healthy / 🟡 Needs attention / 🔴 Broken

3. Funnel Health

Map conversion at each stage:

Awareness → Interest (traffic → engagement)
Interest → Consideration (engagement → signup/demo)
Consideration → Decision (signup → paid)
Decision → Retention (paid → active user)

Identify: Where is the biggest drop-off? That's your highest-leverage fix.

4. Asset Inventory

Catalog what exists:

Landing pages (how many? conversion rates?)
Email sequences (active? performing?)
Content library (blog posts, case studies, guides)
Ad creatives (fresh or fatigued?)
Sales collateral (up to date?)

Flag: Outdated assets, missing critical assets, underperforming assets.

5. Competitive Position Check

Run quick competitive scan — anyone new?
Pricing still competitive?
Feature gaps that affect positioning?
Messaging they're using that's working?

Optional: Run competitive-analysis skill for deep dive.

6. Priority Stack Ranking

Based on audit findings, stack rank:

Fix now — Broken things costing money/opportunity
Improve next — Underperforming but not broken
Invest later — New opportunities identified
Deprioritize — Channels/tactics not worth the effort

Output

markdown

## Marketing Audit — [Date]

### Health Scorecard
| Area | Status | Notes |
|------|--------|-------|
| Positioning | 🟢/🟡/🔴 | ... |
| Website/SEO | 🟢/🟡/🔴 | ... |
| Email | 🟢/🟡/🔴 | ... |
| Social | 🟢/🟡/🔴 | ... |
| Paid | 🟢/🟡/🔴 | ... |
| Content | 🟢/🟡/🔴 | ... |
| Funnel | 🟢/🟡/🔴 | ... |

### Top 3 Priorities
1. ...
2. ...
3. ...

### Quick Wins (< 1 day each)
- ...

### Assets Needing Update
- ...

When to Run

Quarterly (minimum)
Before major strategic pivots
After significant market changes
When metrics plateau and you're not sure why

Skills Used

competitive-analysis (optional deep dive)
page-cro (for underperforming pages)
analytics-tracking (for gaps in measurement)
content-strategy (for content gaps)

Common Mistakes

Auditing too frequently (monthly is overkill — weekly metrics cover that)
Not acting on findings (audit without action is waste)
Boiling the ocean — focus on top 3 priorities, not fixing everything