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THE PLUMBING · ISSUE 014
Open the last marketing audit you paid for and search it for a dollar sign. If you cannot find one, you did not buy an audit. You bought a to-do list with a cover page. Three weeks later revenue has not moved, and it is not because the findings were wrong.
Same newsletter, new name on the door. Graystone Consulting is now Graystone Performance Marketing.
THE NUMBER
Week 3
When the first fix from an audit should be live. Not week 13.
It graded the work, not the money
A weak audit grades the marketing. Messy account structure, gaps in tracking, tired creative. All probably true. None of it answers the question you actually asked, which is where you are losing money and how much.
Grading the work is easy and safe. Tying it to the P&L is the hard part. It is also the whole job.
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Sprinto also answers the security questionnaires your buyers send, using the same evidence base, so security reviews stop holding up deals.
No compliance hire. No consultant. Your auditor signs off.
It stopped at the deck
Someone presented, everyone nodded, and the file went in a drive. The audit got treated as the deliverable.
It is not. The deliverable is the first fix going live.
Nobody put a number on it
A finding with no dollar figure is an opinion. The moment someone has to put a real dollar figure on each one, the soft findings fall away. You are left with the two or three that move the P&L.
Here is the honest limit. Nobody can promise you a revenue number. The market moves and the season moves. What a good operator can stand behind is the mechanism. Your measurement is real, and the number on the dashboard matches the money in the bank.
Guarantee the mechanism, not the market.
Do this Monday
Go back to whoever ran your last audit and ask what their top three findings are costing you, in dollars.
Take the most important finding and ask when it went live. If it is still on a slide, the audit never finished.
Before you buy another one, write the question on page one, in dollars. Where are we losing money, and what is it worth to fix?
Want to start with the money instead of the deck? Tell us what you run and what you spend, and the three-step reconciliation check comes back by reply. No meeting required.
See you next week.
Will Gray
Founder, Graystone Performance Marketing
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