ICP and offer
- The target account, buyer, use case, and buying trigger are specific.
- The offer matches the buyer's stage and level of intent.
- The landing page promise matches the ad, search query, or content path.
Resource
Growth Audit Checklist
Use this checklist before increasing spend, publishing more content, rebuilding landing pages, or changing tools. The goal is to find the constraint before scaling the activity.
Acquisition quality
- Campaigns are reviewed by lead quality, not just CPL.
- Search terms, audience segments, and placements are checked regularly.
- Budget shifts are based on CRM outcomes where possible.
Conversion path
- Pages explain the problem, outcome, proof, and next step quickly.
- Forms collect enough qualification without creating unnecessary friction.
- Heatmaps, sessions, and analytics are used to find page-level leaks.
CRM and measurement
- Form submissions are deduplicated and connected to lifecycle stages.
- Sales feedback flows back into marketing decisions.
- Reports show MQL, SQL, opportunity, and revenue movement where data exists.