o
Your marketing audit will be tailored to meet your specific needs.
We will do what’s needed to get you to a clear outline plan for marketing that equips you to step things up. But, here’s a sense of what’s typically covered...
Th
A clear understanding of what your marketing operation needs to deliver.
A clear view of what’s needed to make your marketing operation tick.
A list of enhancements in priority order.
Identified quick wins that can be put into powerful effect immediately.
An outline 12-month plan for a thorough marketing transformation.
KEY SUMMARY INFORMATION
Fixed price - £5,000 + VAT
Duration - Report within one month
Approach - In person and desk research as required.
Output - A clear and costed action plan for building a marketing operation within the next 12 months.
Bonus - Quick wins report.
A detailed survey conducted online, or in person, to gather key information.
Detailed review of existing background information, previous research and documentation.
An end-to-end review of your marketing operation for up to three market segments against the Thirteen Touchpoint Leaks.
Interviews, in person or by phone, with key staff and suppliers to clarify findings, and gain personal insights, as appropriate.
A half-day presentation of findings and discussion of next steps.
A final report detailing findings, areas for further assessment, recommendations and
12-month action plan with outline costs.
wate r tightmarketing.com | Call 0117 325 77 25 Page 1 of 6

MARKETING AUDIT & ACTION PLAN
o
Using the proven Watertight Marketing methodology and structure, this process quickly gathers information to deliver a clear action plan against the following key focus areas:
➊ Strategy: Is your offering clear and compelling to a clearly identified audience? (also using the Watertight Marketing Framework, pictured below).
➋ Set-up: What systems and processes do you need to deliver effective marketing?
➌ Skills: Do you have the right mix of current marketing skills at your disposal?
➍ Suppliers: What is the appropriate mix of expert suppliers for specialist tasks?
➎ Activity and tools: What sales tools and marketing activity do you need in place to meet your sales targets? (using Thirteen Touchpoint Leaks).
THEIR NEEDS
EMOTION LOGIC
THEIR
TIME
12
9 3
6
THEIR
TEAM
To ensure you get exceptional value for money, we would work out with you whether it’s best to spread the time equally across these areas, or to highlight some for more detailed consideration. This allows us to make use of any previous internal reviews or consulting outputs, and focus energies on areas less well explored or understood.
wate r tightmarketing.com | Call 0117 325 77 25 Page 2 of 6

MARKETING AUDIT & ACTION PLAN
i
You would be matched with appropriate consultant from the Watertight
Marketing Accredited Consultant network. These are all marketers of at least 10 years experience, with proven track record with small business clients, fully trained and licensed to use the Watertight Marketing methodology.
i
r
➊ Strategy: what are you selling to whom?
Key output - Audience mapping:
Preparation of an audience map that details sector, industries and hierarchies.
This can subsequently be used to clarify messaging. The audit will either take existing clear messaging and map it onto this framework, or highlight where clearer or more compelling messaging is required to ensure impact.
➋ Set-up: what marketing infrastructure do you need?
Key output - Infrastructure snapshot: A highlighted marketing system and process diagram with strengths and weaknesses identified and suggested investments where necessary. This covers key marketing assets, for example data, digital, brand, etc. wate r tightmarketing.com | Call 0117 325 77 25 Page 3 of 6

MARKETING AUDIT & ACTION PLAN
➌ Skills and ➍ Suppliers: what skills are needed to run this infrastructure?
Key output - Skills assessment:
Commentary and prioritisation of key skills (in house and out-sourced) for partnering, recruitment, training and/or development.
➎ Activity and tools: what content and programme do you need to drive results?
Key output - Assessment: A review of the buying decision for each key audience with a traffic light assessments of the performance of each appropriate tool or technique.
Key output - Actions: For each priority area, you will have a list of things you can implement simply, and any requireing additional investment.
Key output - Activity overview: Mapping activities against audiences and the buying cycle to identify any gaps with suggested additions.
wate r tightmarketing.com | Call 0117 325 77 25 Page 4 of 6

MARKETING AUDIT & ACTION PLAN
You want action not paperwork, and so do we. This is why your action plan will be translated into a powerful online project area, that up to three members of your team can access and use for maintain accountability, task allocation and tracking for up to 12 months from delivery of your plan.
This is also accessible via an App on yourSmartphone. Powered by Basecamp
Reaching a Snapshot Action Plan usually needs at least three full days of your time spread out over one month to complete, this is likely to include at least one full day with you at your office. Other required desk research and planning is typically undertaken remotely.
The cost of an audit is fixed at £5,000 + VAT.
We would bill 50% in advance, and 50% on submission of the final report.
Variation: If in the course of the audit we feel that more time is required to to do the project justice, this will be discussed with the client. We retain the right to do this, but as yet we never have.
wate r tightmarketing.com | Call 0117 325 77 25 Page 5 of 6

MARKETING AUDIT & ACTION PLAN
The Watertight Marketing Methodology was created by Bryony
Thomas, and captured in her award-winning book, which uses the experience built up over nearly two-decades of working with the some of the country’s most demanding and ambitious clients including Microsoft, Dell, Experian, and many a small business that may one day be this large!
wate r tightmarketing.com | Call 0117 325 77 25
“ What we didn’t want was a lo ft y strategy document that meant nothing in practice, and Wate r tight
Marketing defin i tely delivered on that. As a result business has gr o wn three-fold.”
PATRICK NASH, CEO, CONNECT ASSIST
Page 6 of 6