Why you're reading this
Every agency you've talked to has a "free audit." You know what it is. A 30-minute call, a Looker screenshot, and a 12-slide deck that ends with their pricing tier on slide 11.
That's a sales pitch with charts. It's not a diagnosis.
This document is the inverse. Below is exactly what I review when I audit your funnel, what I need from you to do it, and what you receive at the end. There's no slide 11 with my pricing — the pricing is at the bottom where it belongs, and the audit is worth the fee whether or not you ever sign a retainer.
I'm Ro Maldonado. Fifteen years running marketing across B2B SaaS, fintech, wealth management, retail banking, and consumer brands. Award-winner across SEM, paid social, and integrated Campaign of the Year from multiple nationally recognized award programs. Google Analytics 4 certified. Salesforce CRM and HubSpot analytics depth.
What I'm actually diagnosing
Most "audits" obsess over one section — usually paid acquisition, because that's where the agency is selling. A real diagnosis covers the seven places a B2B or B2C funnel can leak: Positioning, ICP, Offer, Acquisition, Nurture (Email & Lifecycle), Sales Enablement, Retention & Expansion. 47 checks total, weighted to 100. Same scorecard as the free version — applied to your actual data.
What happens during the audit
30-minute kickoff call + access checklist
We start with the one growth question that — answered correctly — would matter most for your next quarter, what you've already tried, and what "good" looks like. After the call, you complete the access checklist (read-only access to ad accounts, GA4, CRM, email platform, and last 3 months of weekly reports if any).
If access is missing or messy, that's data — and it goes into the audit.
I run all 47 checks, scoring each against evidence
Section by section: every active ad campaign and creative across paid platforms; conversion rates between every funnel stage in GA4 and your CRM; tracking integrity across UTMs and pixels; every email flow with deliverability metrics; CRM stage definitions; loss-reason patterns; net retention or repeat-purchase rate from billing; cohort retention from product analytics.
The agent fleet helps here — pulling reports across platforms, surfacing patterns, drafting boilerplate around findings — so I can focus my time on the judgment calls. I write every finding myself. I sign every recommendation.
Two 30-min calls + your sales lead
One conversation with a recent won customer (you introduce). One with a recent lost prospect (you introduce, or I run a cold version). Plus a 30-minute call with your sales lead. The customer's stated reason for buying versus the offer language on your site — that gap is usually informative. The lost prospect tells you whether the funnel could've addressed the loss.
Findings ranked by severity and effort
I score all 47 checks. I write the section-by-section findings. I rank by severity (Critical / Major / Optimization) and by effort (Quick Win / Medium Lift / Structural). I build the 30-day priority map.
90-minute walkthrough + the deliverables
We walk through the findings together. You ask questions. I push back on anything I think you're going to dismiss prematurely. We pressure-test the priority map against your team's actual capacity. After the session, you receive the written diagnosis (~20 pages), the 30-day priority map, and a 10-minute Loom walkthrough you can share with your team or board.
What you receive
The written diagnosis (~20 pages)
- Executive summary — your /100 score, three lowest-scoring sections, your single most important constraint, and the one thing I'd fix this week if I were running your funnel
- Section-by-section findings — 2–4 pages per section. Every finding has evidence (screenshots, data, customer-call quotes), severity rating, effort rating, prescription, owner, and expected impact
- 30-day priority map — week-by-week sequence of the top 6–10 fixes, ordered by leverage and effort
- Appendix — full 47-check scoring sheet with notes on each check
The 1-page printable priority map
A standalone artifact your team can pin to a wall: the constraint, the fixes ranked by week, the owner for each, the metric that should move and by how much, the next decision point at day 30.
The 10-minute Loom walkthrough
Screen-recorded narration of the diagnosis. Useful for a co-founder or board member who wasn't on the working session.
Sample finding
Evidence: Top-spending LinkedIn ad (32% of paid budget last 30 days) headline: "Cut your sales cycle in half." Lands on a page headlined "Welcome to [product]. Schedule a demo." Conversion rate from ad click to demo request: 0.8%. Channel benchmark: 2.4%. Three of your other top-5 ads have similar mismatches.
Why it matters: Message-match is one of the highest-leverage variables in paid acquisition. Your CPL is currently $487 against a benchmark of ~$250–300. Fix the top-3 mismatches, modeled CPL drops to ~$340 within 14 days at current click volume.
Prescription: 1) Match the landing-page headline to the ad headline. 2) Add a sub-headline naming the time savings ("from 47 days to 22") drawn from your three best customer quotes. 3) Move the demo form above the fold.
Owner: Whoever writes ads + 30 min of dev. Total cost: under $500. Expected lift: $20K–40K in monthly pipeline within 30 days.
That's one finding out of typically 18–24 in a full audit. Critical findings come first. Optimization findings stack at the back. The priority map sequences them.
How this beats a free "audit"
A free agency audit is built to close you. It's structured around the agency's strengths. It identifies problems the agency happens to solve. It ends with a pitch.
This audit is built to diagnose you. Structured around your funnel, not my service tiers. Identifies the actual highest-leverage fix, even when that fix is something I don't personally execute. If the diagnosis shows your problem is a sales-process issue, not a marketing issue, the audit says so — and I'll send you to a sales-ops specialist instead of pitching you Growth tier.
I tell you the truth about your funnel. If the truth is "you don't need an Operator-Led Growth engagement right now," that's the answer.
What this becomes
If we decide to work together after the audit, the 30-day priority map becomes the first month of the OLG engagement. Week 1's quick wins become week 1's deliverables. Week 2's structural fix becomes the build kickoff. The audit isn't a sales asset — it's the engagement plan, finished, ready to ship.
If we decide not to work together, the priority map is yours. Hand it to your in-house team. Hand it to a different agency. The work is done.
How it's structured
- One flat fee — paid before kickoff. Pricing details on the services page.
- 100% credit toward the first month of a retainer if we end up working together within 30 days
- No upsell pressure — if the audit shows you're not a fit, I'll say so in the working session. The diagnosis is yours regardless.
- No NDA required — but I'll sign yours if you have one