Operational Marketing Audit
Where AI should own the work at a regional advisory firm.
Prepared by Marcato Strategies. Two weeks, ten functions, one plan.
Illustrative sample. The firm, its tools, and every number are fictional. The method, format, and level of detail are what you would receive.
01 · The answer
Start with the content engine.
It returns the most time, about 6 of the 19 hours available, and carries the least risk, because every draft waits for a person’s approval. Lifecycle email follows, then reporting.
02 · The leverage map
Where the time goes, and what to do about it.
| Function | Hrs/wk | The call | Back/wk |
|---|---|---|---|
| Brand & messagingThe voice lives in one person’s head | 2 | Assist | 1 |
| Content & editorialEvery post starts from a blank page | 12 | Automate | 5 |
| Lifecycle & emailLists are pulled by hand before each send | 7 | Automate | 3 |
| SEO & webPages are updated when someone remembers | 4 | Automate | 2 |
| Paid mediaCreative variations are made one at a time | 3 | Assist | 1 |
| Social, influencer & PRPitches run on personal relationships | 6 | Keep human | 0 |
| Product & launchEach launch plan starts from scratch | 4 | Assist | 1 |
| Sales enablementFollow-up depends on someone remembering | 6 | Assist | 1 |
| Research & intelligenceMarket checks happen once a year | 4 | Automate | 2 |
| Analytics & measurementThe monthly report is rebuilt in a spreadsheet | 6 | Automate | 3 |
| Total | 54 | 19 |
03 · Stack and readiness
What your tools can already do.
We build in the tools you already pay for. Here is how ready each one is.
| Tool | What it does today | Readiness |
|---|---|---|
| CRM | Holds every contact; lifecycle stages exist but are unused | Needs cleanup |
| Email platform | Sends the newsletter; lists are built by hand each time | Needs cleanup |
| Website CMS | Publishes posts manually; accepts drafts through its standard editor | Ready |
| Social scheduler | Schedules posts one at a time | Ready |
| Analytics | Tracking is sound; the report is rebuilt by hand each month | Ready |
| Shared drive | No naming convention; the brand voice isn’t written down | Gap |
| Approvals | Handled in email threads, with no record | Gap |
Overlap found
Two scheduling tools do the same job. Keep one and cancel the other.
04 · The 90-day build plan
Three builds, in this order.
Weekly newsletter and LinkedIn posts researched, drafted in the firm’s voice, and queued for approval.
Segments built from the CRM. New-contact and post-meeting follow-ups drafted, sent on approval, and logged.
One report, assembled automatically and ready for the partners’ meeting.
05 · The honest call
What to automate, and what to keep human.
Automate
A system owns the work. A person approves anything public.
- Drafting the newsletter and posts
- Building segments and follow-ups
- Assembling the monthly report
- Weekly research digests
- SEO briefs and page updates
Assist
A system drafts. A person decides.
- Brand voice checks
- Paid creative variations
- Launch checklists and timelines
- Sales follow-up drafts
Keep human
Judgment and relationships.
- Referral and media relationships
- Positioning, and what the firm will claim
- Final approval of anything client-facing
What we would not build
A social-selling agent. This firm’s best clients arrive through referrals, so more outreach volume would add noise, not leads.
Want this for your team?
The audit takes two weeks and starts with a short call. Your audit fee is credited toward your first build.
Book an audit callSample audit for illustration. The firm and all figures are fictional.