Marketing ecosystem diagnostic

Purpose

Marketing reviews often list what the company does, not how well it does it. A channel can be "running" with no cadence and no measurement. This diagnostic grades each motion on evidence, shows where the gaps are, and turns them into a short list of next moves, so the roadmap comes from the gaps.

When to use

• Someone asks where marketing spend should go.
• A channel is claimed to work, and the claim needs checking.
• A marketing plan needs a baseline before it is changed.

Route elsewhere when:

• The question is a single paid campaign. Use paid-campaign-plan.
• The question is the revenue process as a whole. Use move-gtm-diagnostic.

Inputs

• Monthly spend by channel, from the company's records.
• The motions the company runs, and any evidence of cadence and measurement.
• Audience sizes: retargeting pools, contact records, and subscriber lists.

The motions

Grade each of the 22 motions from L0 to L3:

• L0: not running.
• L1: ad hoc, unmeasured.
• L2: consistent and measured.
• L3: systematic, compounding, and optimized.

Create (demand and awareness): organic search content cadence; thought leadership and posting cadence; owned audience such as a newsletter; video, podcast, or community; brand and awareness paid activity.

Capture (in-market demand): paid search structure with negatives; search landing-page coverage; review and listing presence; retargeting of site visitors and engagers; lead offers beyond a demo request.

Connect (signal and data): conversion tracking into the CRM; visitor identification and routing; account-level engagement data reviewed; enrichment owned by a named person; matched-audience uploads managed.

Convert (pipeline): full-funnel structure separating awareness, consideration, and decision; named-account motion; landing pages per offer; outbound sequences live; hot-account routing to sales.

Compound (measurement and iteration): a reporting cadence with attribution; structured experiments.

Procedure

1. Grade each motion on evidence. A motion claimed without cadence or measurement is L1 until shown otherwise. Attach an owner tag: internal, agency, partner, or none.
2. Compute the maturity score as the average grade across all 22 motions, and show the grade distribution.
3. Map spend to funnel stage from the company's records. Show where spend sits against where the gaps are.
4. Check the audience ladder. Are warm pools growing from awareness through to contact? A small or shrinking warm pool is a finding.
5. Name exactly three next moves. Each names the motion, the change, the owner, and the measure that will show it worked. Choose the moves with the most leverage for the stage, not the easiest.

Output

• The grade table for all 22 motions, with the evidence and owner tag for each.
• The maturity score and the grade distribution.
• The spend-by-funnel view, from the company's own figures.
• Three next moves, with owner and measure.

Quality bar

Each grade cites evidence. No spend figure appears without a source. Exactly three next moves are named. Watch for grades given on claims, motions marked L2 without a measure, and a recommendation list longer than three.