Demand and message
Audience, buying situation, search intent, promise and landing-page relevance.
Pipeline audit · B2B · Utrecht
Find where marketing activity stops becoming pipeline.
A focused review of intent, messaging, conversion, measurement, CRM stages and the marketing-to-sales handoff.
Before adding budget, tools or channels, find the point where the current system stops giving you a reliable answer.
What we review
One commercial question, traced through the system.
The exact scope follows your context. These elements make the starting point useful and reviewable.
Measurement and routing
Events, UTMs, consent, lifecycle stages, ownership and CRM handoff.
Decision record
Assumptions, evidence gaps, prioritised actions and the next measurement point.
What you leave with
A usable starting point, not a decorative report.
The output helps a founder, marketing lead or RevOps owner decide what to fix first and what not to do yet.
Typical output
- Current-state journey and definitions
- Evidence-backed friction points
- Risks and unknowns called out clearly
- Prioritised action plan
- Measurement point for the next review
When not to start here
Do not commission an audit without a decision to make.
A pipeline audit is useful when you have activity and data but cannot confidently see what to change next. It is not a substitute for a validated offer, sales capacity or customer research.
Good starting questions
- Why does Google Search create visits but no qualified conversations?
- Which leads should sales accept?
- Where is attribution or lifecycle data breaking?
- What should we improve before spending more?
Continue the work
Connect the audit to implementation.
Lead generation
Improve the path from intent to handoff.
Open the service page ↗Paid media audit
Review media economics and measurement.
Explore paid media audit ↗Growth dashboard
Make key signals easier to review.
Open the KPI dashboard ↗Frequently asked questions
Pipeline audit
What is a pipeline audit?
A pipeline audit reviews the path from audience and marketing activity to qualified lead, opportunity and sales ownership. It identifies gaps in definitions, tracking, conversion, routing and feedback.
What do we need to provide?
Usually the current website and campaigns, available analytics, CRM lifecycle definitions, reporting examples and the commercial question you want to answer. The exact scope follows what is available.
Will the audit guarantee more leads?
No. It produces a clearer diagnosis and prioritised next actions. Whether those actions improve performance depends on implementation, market conditions and the evidence window.
Is this suitable for a small team?
Yes, when the scope is focused. A smaller team often benefits from a short, decision-led review rather than a large transformation programme.
An honest first conversation
Need a clearer next decision?
Tell us what you can currently see, what you cannot explain and what decision is waiting.
Sina Dadmehr. Founder in Utrecht. You work with the person who analyzes, builds and explains the decisions.