How I evaluate a marketing stack in two hours
A repeatable checklist for auditing a founder's marketing stack in a single call: what to look at, what to ignore, and what to change first.
Most stack audits get lost in tooling. The real question is not which CRM you use. It is whether the money you spend at the top of the funnel can be traced to revenue at the bottom.
The four things I look at
1. Attribution: can you trace a paying customer back to the channel and campaign that brought them? 2. Site: does the top landing page load fast on a mid-range Android and get straight to the offer? 3. Content: is there a real answer to the buyer's main question in the first screen? 4. Follow-up: what happens in the seven days after a form fill, and is it automated?
What I ignore in the first pass
Brand colours, logo tweaks, blog cadence, and the tools you are already paying for. None of these move revenue in the first ninety days if the four things above are broken.
The one change to make first
Nine times out of ten, it is the same thing: rewrite the top landing page so the offer, the definition, and the CTA are all above the fold, then wire proper attribution before you spend another rupee on ads.