Why audit marketing?

Marketing programs and their associated costs are often the first to be cut in times of tight budgets. Why? Often the marketing department's efficiency and its direct contributions are far less analytically presented than for other functional areas. This disparity makes good business decisions difficult. The SMA™ clarifies these and other marketing-program dynamics for decision makers.

The Seven-Point Marketing Audit covers:

1. marketing strategy against your overall business goals
2. marketing program efficiency against industry benchmarks
3. advertising programs and their effectiveness in generating awareness, leads and sales
4. marketing database for sufficiency, quality and modernity
5. product portfolio for balance and efficiency
6. use of internal information against your technical potential
7. marketing processes and their links with other functional units, e.g. sales and operations

To date, SBS has performed this audit for insurance companies, credit card issuers, advertisers, travel agents and a Big 4 consultancy.