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Build: a product

Where I suggest starting.

Find out what to change first.

The Marketing + AI Audit is a 2 to 3 week review of your marketing and of how your team uses AI. You get a written roadmap with the changes in order, and your team can run it with me or without me.

Ask about an audit See a sample roadmap

Full refund if nothing is actionable.

How long
2 to 3 weeks
You keep
A written roadmap
Guarantee
Full refund if nothing is actionable

In one sentence

What is the Marketing + AI Audit?

In 2 to 3 weeks I review your marketing and how your team uses AI, then write down what to change first.

  • Who it is for

    Leadership teams that want someone senior to read their marketing and AI before they spend more on either.

  • The problem

    There are more possible projects than people, and nobody has agreed the order.

  • What changes

    You get the changes in writing, in order, each with a reason and an owner. Your team can run it with me or without me.

What you get

Useful on its own.

You pay for a diagnosis and get one: a written roadmap with the next moves in order and a reason for each. If we work together afterwards, the roadmap becomes the first brief.

  • The Better Roadmap

    The next moves in priority order. Each one has a reason, an estimate of effort and impact, and an owner.

  • Marketing and AI read together

    Problems usually sit where the two meet in content, reporting and customer data.

  • A plan you can hand over

    It is written so your team, your agencies or another partner can run it without me.

  • A clean ending

    The audit ends at handover and nothing renews unless you ask for it.

The guarantee I refund the full fee if nothing in the roadmap is actionable. The guarantee is written into the engagement letter.

What I look at

I review marketing and AI together.

Marketing

  • Who you sell to as marketing and sales each describe it.
  • The pages buyers read before a first call.
  • Where the budget and the team's hours go and what the reports count.

AI

  • Where AI is already in use and which tools nobody approved.
  • What data it touches and whether anyone wrote rules for it.
  • Where it would help your marketing most next.

How it works

Four steps in 2 to 3 weeks.

The audit ends at handover, and the next step is your call.

  1. Read and listen

    I read what exists and talk to your people.

  2. Compare

    I look at marketing, workflow and AI use side by side.

  3. Put the moves in order

    I put the moves in order with effort, impact and an owner.

  4. Hand over

    You get the roadmap in writing and decide the next step.

    You decide the next step

Ready to talk? Write to me below

What you receive

What the roadmap looks like.

What you are looking atAn excerpt of the Better Roadmap for Kestrel Industrial, a fictional company: three findings, then six moves in order. The switch shows who owns each move, inside your team or with me.

The Better Roadmap is the plan you get at the end: moves in priority order, each with an estimate and an owner. This one is for a fictional company.

Better Roadmap

Kestrel Industrial · B2B industrial automation

Illustrative, fictional company

What we found

  1. Marketing and sales work from different pictures of the ideal customer.
  2. AI is used every day, person by person, with no shared rules or methods.
  3. The pages buyers read before a first call get the least attention.

Moves in priority order

Owners

  1. Agree one definition of a qualified lead with sales.

    The two teams judge leads by different criteria, so campaign results get argued over instead of used.

    Effort: low Impact: high Owner: Head of MarketingFractional CMO, with sales

  2. Write down the rules for AI use across the team.

    People already paste customer material into public tools and nobody has said what is allowed.

    Effort: low Impact: high Owner: CEOChief AI Officer, signed off by the CEO

  3. Rewrite the main product pages around buyer questions.

    Engineers and buyers read these pages before the first call, and right now the pages list features and skip the problems the systems solve.

    Effort: medium Impact: high Owner: Content leadContent lead, directed by the fractional CMO

  4. Build a shared prompt library for recurring content work.

    Each person writes the same prompts from scratch, so quality depends on who did the task.

    Effort: low Impact: medium Owner: Marketing managerBuilt by the team in an AI workshop

  5. Report on pipeline, not activity.

    The monthly report counts posts and emails sent but it can't show which work leads to sales conversations, and this move can only start once move 1 is agreed.

    Effort: high Impact: high Owner: Sales opsSales ops, with the fractional CMO

  6. Not now: switching the marketing automation platform.

    The data going into the current tool is the constraint, so a new platform would inherit the same problem. It's worth another look once move 5 is done.

    Effort: high Impact: low Owner: Head of MarketingHead of Marketing

Want one for your company? Start with two sentences

What you need to provide

What I need from you.

  • Access

    To your documents and tools.

  • A few conversations

    With marketing and the people who rely on it, such as sales.

  • About 4 to 6 hours

    That is the total time it takes from your team.

After the audit

The roadmap is yours to run.

Run it yourself

  • It is written so your team, your agencies or another partner can run it without me.

Run it with me

  • When a move needs more than your team can give it, the roadmap says what kind of help it needs, and sometimes the honest answer is none.Compare ways to work together

A wider option

Need a wider review?

The marketing function review is a separate, wider piece of work with its own scope. The same three questions, side by side:

Marketing + AI Audit

  • The question What should we change first in marketing and AI?
  • What you get The Better Roadmap
  • Choose it when You need a clear order of moves

Marketing function review

  • The question How should marketing work inside this business?
  • What you get A management report and a twelve-month roadmap, presented to the leadership team
  • Choose it when You're changing how marketing works: new leadership, a new structure or a new stage of the business

Ask about the function review

Is it a fit?

When is a marketing and AI audit worth doing?

Worth doing when

  • You want an outside view. Someone senior reads your marketing and AI before you spend more on either.
  • Priorities compete. There are more possible projects than people and nobody has agreed the order.
  • The function is changing. New marketing leadership is coming or the team needs a new way to work.

Skip it if

Words used on this page
Better Roadmap
The plan you get at the end: moves in priority order, each with a reason, an estimate and an owner.
Move
One change on the roadmap, with one owner.
Effort and impact
How much work a move takes, and how much difference it should make.
Qualified lead
A potential customer that marketing and sales agree is worth a sales conversation.
Fractional CMO
A senior marketing leader who works inside your team part-time.

Questions

Questions about the audit.

How long does the audit take?

2 to 3 weeks. It needs about 4 to 6 hours of your team's time: access to your documents and tools, and a few conversations with marketing and the people who rely on it, such as sales.

What do we get at the end?

The Better Roadmap: a written plan with the moves in priority order, each with an estimate and an owner. Your team can run it with me or without me.

What if the roadmap says we don't need you?

Then it says so. Some moves need a senior owner and some need a system, but plenty can be run by the team you already have, and the whole roadmap is written with that case in mind from the start.

How is the audit priced?

There's no published rate card, so after a 30-minute discovery call you get a fixed quote in writing within two working days.

What happens if we do continue?

The roadmap becomes the first brief. Whatever comes next, whether that is a leadership role, a project or a workshop day with your team, is scoped around the moves it has to own, so you know before you sign what the work is meant to change. If the roadmap points at something I don't do, I'll say so and suggest who does.

Start with two sentences.

Tell me where your company stands and what you want to change. I read every message myself.

Anže FrantarWrite or call in English, Slovenian, Croatian or Serbian.

  • A personal reply within one working day.
  • A fixed quote in writing within two working days of the call.
  • If I'm the wrong fit, I'll say so and suggest someone else.

Or write to anze@failagainfailbetter.com, or call +386 40 191 468.

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