You don’t need a consultant to tell you whether your marketing is working. You need the right questions.

The following self-audit is designed for business owners and CEOs in Cyprus who want an honest picture of their marketing situation — without sitting through a lengthy presentation or paying for a discovery process before knowing if it’s worth it.

Set aside one hour. Answer these honestly. What you find will tell you more than most marketing reviews.

Strategy & Direction

  • Do you have a written marketing strategy — not just a list of activities, but a clear statement of who you’re targeting, what you’re offering them, and how marketing connects to your commercial goals?
  • Can every member of your marketing team (or agency) articulate your positioning in two sentences?
  • In the last 12 months, has marketing contributed to a measurable commercial outcome — a new client segment, a revenue number, a retention improvement?

Positioning & Messaging

  • Does your website clearly communicate who you work with and what specific problem you solve — within the first five seconds of landing on it?
  • Is your messaging consistent across your website, LinkedIn, email communications, and what your sales team says in meetings?
  • Do you have a clear differentiator that your top three competitors cannot credibly claim?

Channels & Execution

  • Do you know which two or three channels are generating the most value for your business right now — and can you prove it with data?
  • Is your marketing budget allocated based on evidence of what works, or based on habit and assumption?
  • In the last 90 days, have you published content that demonstrates your expertise and reaches your target audience?

Lead Generation & Pipeline

  • Do you have a clear, agreed-upon definition of a qualified lead — documented and shared with both marketing and sales?
  • Can you trace a client back to a specific marketing activity or channel?
  • Do you know your average cost per qualified lead, and has it been improving or worsening?

Measurement & Review

  • Do you review marketing performance monthly, with a standard set of KPIs, and use that review to make decisions?
  • Do your KPIs include revenue and pipeline metrics, or only marketing vanity metrics like followers and impressions?
  • Is there a single person in your organisation who is accountable for the overall performance of marketing?

Interpreting Your Results

If you answered yes to 12 or more: your marketing is reasonably well-structured. The opportunity is in refinement and optimisation.

If you answered yes to 7 to 11: there are meaningful gaps. Prioritise the areas where you answered no and where the business impact is highest.

If you answered yes to fewer than 7: your marketing is running largely on instinct and activity. The risk is that you’re spending time and money without a clear return, and the solution starts with strategy before any execution.