In this article, you’ll learn about the steps you can use to audit your sales funnel and growth marketing
All growth marketing initiatives should start with an honest internal marketing assessment
This assessment should consider perspectives from multiple stakeholders on your team, including marketing and sales leaders, as well as key executives (or just you and your co-founder)
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Sales Funnel Growth Marketing: 48-Step Audit Checklist
Drawing from my experience doing hundreds of marketing audits, I’ve come up with this list that you can use for systems and processes improvements in your business:
A. Make sure you have the right vision
1• What’s the elevator pitch?
2• What incentivizes the buyer to act immediately as opposed to waiting?
3• What makes customers unhappy with other options that currently exist in the market?
4• What problem would happen if your offer did not exist?
5• What are some common objections that potential customers may have about your offer?
6• What would the best testimonial about your offer say?
7• If a journalist were covering your company and offer, what would the headline look like?
8• What kind of up-sells and cross-sells do you have?
9• What are you *really* selling?
Is it peace of mind? Is it time saved? Is it a feeling of greater confidence?
B. Make sure you have the right offer for your sales funnel
10• Does it solve a real need in the market?
No, don’t use your personal assumptions alone. Have you done the legwork to go out there and actually vet the market?
11• Do you have a few customers who have validated your assumptions?
How well do you know these customers?
12• Does the value of each of your primary offers exceed the price point?
Does the perceived value of a closed deal to the client exceed their perceived friction?
13• Is it better positioned than some or all of your competitors in a major way?
If not, do you have a semi-unique value proposition that at least differentiates you from your closest competitor?
14• Do you have a framework for continually evaluating, testing, and improving the offer with user feedback?
Are you continually surveying customers?
C. Make sure you have the right message
15• Does the message fit the medium and platform properly?
How do you know for sure? Have you conducted an audit of your competition?
16• Does the message inspire the viewer to take an action as soon as possible?
Is there enough urgency to make them take action?
17• Do you have a framework for continually evaluating, testing, and improving your messaging?
If so, how often are you iterating on your messaging?
18• Is the message delivered and packaged in an aesthetically pleasing way?
Could you use help from a designer to make your message resonate more?
D. Make sure you have the right audience for your sales funnel
19• Is the target audience properly validated? How do you know?
20• Are there any secondary audiences worth pursuing? How about use cases?
21• Do you have a framework for continually evaluating, testing, and improving your audience targeting?
22• Are you able to effectively tap into a traffic stream?
23• Are you sending unique messages to
If so, how effective are they converting?
23• Are you sending unique messages to the top of the funnel, middle of funnel, and bottom of funnel leads?
If so, how effective are they converting?
24• Have you properly set the stage for the rule of 7’s?
As in, do all of your leads get re-targeted properly in an omnichannel approach?
25• Do you know if the decision-maker is also the user of your offer?
26• Do you know the most common reasons why a potential customer might not buy?
Can you effectively handle these objections?
27• What is a key event that made your audience discover that they had the pain point?
What event made them need a solution?
What event should happen that’ll make them consider their problem solved?
28• Do you have a framework for continually evaluating, testing, and improving the timing of your messages?
If so, how often are you checking up on this?
E. Make sure you have the right growth trajectory road-map
29• Are you continually focused on creating more efficient operations and marketing systems and processes?
30• Are you hiring specialized experts to fill in your knowledge gaps?
How do you know which knowledge gaps are bottle-necking your growth?
31• Are you continually improving on your current offer?
32• Are you making sure that you have enough capital to extend your runway and/or scale?
33• Are you continually experimenting with new unexplored traction channels?
F. Make sure you have the right metrics
34• Do you know your average sales cycle and average deal value?
Do you know your average customer lifetime value?
35• If you’re running a software as a service (SaaS) or a subscription box, how’s your churn?
What does your dunning process look like?
36• What is your target cost per paid conversion?
What’s your target cost per lead? How are you tracking this?
What experiments do you have in the pipeline to continually lower this number?
37• What are the average margins on your main offer?
How can you increase your margins over time without sacrificing quality?
38• What is your desired MoM growth rate?
Is this number realistic? What are the main blockers that may be holding you back?
G. Make sure you have the right channels for your sales funnel
39• How many new customers are you getting per month?
What is your primary traffic channel? What traffic channels are your competitors getting traffic from?
40• What does your CRO experiment framework look like?
Are you continually auditing your sales funnel(s) and making sure you’re not leaving money on the table?
41• What does your list-building strategy look like?
Are you properly inserting content upgrades at the right points?
42• What kind of micro-communities are you building that would contribute to generating more quality leads?
43• What kind of referral and affiliate partnerships do you have?
44• What kind of organic social strategy are you pursuing?
45• Are you optimizing your website for on-page SEO?
What’s your back-linking strategy? What does your content road-map look like? Are your pillar pages set up properly?
46• What do your lead magnets look like?
Are you testing which lead magnets to convert to high-quality leads? What does your lead scoring system look like?
47• What does your Google Ads strategy look like?
Are you running re-targeting properly with display ads? What does your bidding strategy look like? Are you using single keyword ad groups properly?
48• What kind of Facebook Ads campaigns are you running?
What do your top-of-funnel ads look like? Are you consistently lowering your CPCs?
Are you properly excluding the right custom audiences? Are you using dedicated landing pages that you’re running A/B tests on?
49• What does your email marketing automation look like?
Are you properly segmenting your list? What kind of on-boarding flow do you have in place?
for yourThere you have it. Use
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Award-winning growth marketing consultant and digital strategist with over half a decade of experience building brands, growing communities, and directing marketing strategy for hundreds of venture-backed startups, creatives, and companies worldwide. I help tech and ecom companies scale with growth strategy, copywriting, and CRO.