Who this is for
Mid-market and enterprise B2B teams running Marketo, HubSpot, Pardot, or Eloqua who suspect — or know — their platform is underperforming. According to Gartner's Marketing Technology Survey, marketers report using only 33% of their martech stack's capabilities on average. A MOPs audit finds the gap.
What a MOPs audit covers
We review eight workstreams across your marketing automation platform and connected systems:
| Workstream | What we look at | Common issues found |
|---|---|---|
| Database health | Size, duplicates, opt-in status, decay | 15–30% duplicate records, broken opt-in tracking |
| Lead scoring | Score distribution, SQL conversion rate | Scoring inflation, no decay, no negative scoring |
| Lead routing | Assignment rules, SLA adherence | Stale rules, round-robin imbalance, lost leads |
| Campaign architecture | Folder structure, programs, smart lists | Cluttered taxonomy, expensive smart lists, dead programs |
| Nurture flows | Coverage, conversion, decay | Stale content, no exit criteria, weak conversion |
| Email deliverability | Domain reputation, authentication, complaint rates | Missing DMARC, shared IP issues, blocklist hits |
| Integration health | CRM sync, enrichment, ad platforms | Sync errors, mapping gaps, broken attribution |
| Reporting & attribution | Funnel accuracy, source tracking | UTM gaps, multi-touch attribution issues |
How a MOPs audit works
Five steps over 2–4 weeks. Read-only access throughout — your team keeps running campaigns; we observe and analyze in parallel.
1. Discovery & Access (Day 1–3)
Read-only access to your MAP, CRM, and analytics. 60-minute kickoff call to understand business context, KPIs, and known pain points. We sign your MNDA or use ours.
2. Quantitative Diagnostic (Day 3–10)
Automated checks across 80+ health markers: database size, duplicates, scoring distribution, deliverability metrics, smart list inefficiencies, integration health. We document every metric with a screenshot.
3. Qualitative Review (Day 5–14)
Hands-on review of campaign architecture, nurture flows, lead routing rules, scoring model, and reporting. Stakeholder interviews with Marketing, Sales, and Ops to surface tribal knowledge that doesn't live in the platform.
4. Findings & Prioritization (Day 14–18)
Findings document with severity scoring (critical / high / medium / low) and effort/impact matrix. Each issue includes the recommended fix and an estimated lift. The format is borrowed from HBR's research on prioritization frameworks: we don't hand you 200 things to fix, we hand you the 12 things that matter and the order to do them in.
5. Roadmap & Working Session (Day 18–21)
90-minute readout with the team. We walk through the prioritized fix-list, answer questions, and leave you with a 30/60/90-day roadmap you can execute internally — or hand back to us.
See how your MAP stacks up.
Most teams don't know what a healthy Marketo or HubSpot instance actually looks like. We do — and the audit shows you the gap.
What you get
- Written findings document — every issue scored on severity and effort/impact, with the recommended fix
- 30/60/90-day roadmap — prioritized fix sequence
- 90-minute live readout with your team
- Raw audit data — SQL queries, smart list snapshots, screenshots — yours to keep
- Optional implementation — if you want us to execute the fixes, we scope a project or retainer engagement separately
Why LeadFox
Three things make our audits different from the audits the big-shop consulting firms run:
- Certified architects do the work — not junior associates. Marketo Champions and certified HubSpot Solutions Architects.
- B2B-only specialization — every check, every framework, every benchmark is built for B2B funnels. We don't do e-commerce, DTC, or B2C.
- Practitioner roadmap — the fix-list is built to be executed by a real MOPs team, not by a consulting partner billing for the next 6 months.
Frequently Asked Questions
What is a MOPs audit?
A MOPs audit is a structured deep-dive review of a marketing automation platform — typically Marketo, HubSpot, Pardot, or Eloqua — covering data quality, lead scoring, deliverability, integrations, campaign architecture, and processes.
The goal isn't a 200-page report nobody reads. It's a prioritized fix-list ranked by effort and revenue impact, so you know exactly what to fix first.
How long does a MOPs audit take?
Most audits take 2–4 weeks end-to-end. A single-instance HubSpot or Marketo review typically runs 2 weeks; complex multi-instance setups with deep Salesforce integration or international subscription centers run 3–4 weeks.
How much does a MOPs audit cost?
MOPs audits typically range $8,000 – $15,000 depending on platform complexity and scope. Targeted audits (e.g., scoring-only, deliverability-only, or routing-only) start at $4,000. See full pricing on the pricing page.
What does a MOPs audit actually include?
A typical LeadFox audit covers eight workstreams:
- Database health — size, duplicates, opt-in status, decay rates
- Lead scoring — model effectiveness, score-to-pipeline correlation
- Lead routing — assignment rules, SLA adherence, round-robin balance
- Campaign architecture — folder structure, smart list efficiency, program quality
- Nurture flows — coverage, conversion, decay
- Email deliverability — domain reputation, SPF/DKIM, bounce/complaint rates
- Integration health — CRM sync, enrichment, ad platforms
- Reporting & attribution — funnel accuracy, source tracking
What deliverables do I get from a MOPs audit?
Three things:
- Findings document — every issue scored (critical / high / medium / low) with effort/impact rating and recommended fix
- 30/60/90-day roadmap — prioritized fix sequence your team (or ours) can execute against
- Live readout session — 90-minute walkthrough with your team, all questions answered, raw data handed over
Do you do platform-specific audits (Marketo only, HubSpot only)?
Yes — we run platform-specific audits for Marketo Engage, HubSpot Marketing Hub, Salesforce Pardot, and Oracle Eloqua. The framework is the same; the depth in platform-native features (revenue cycle modeler, attribution reports, etc.) is deeper.
Will the audit disrupt our running campaigns?
No. The audit is 100% read-only. Your team keeps running campaigns; we observe and analyze in parallel. We never make changes to a live system without an explicit follow-on engagement.
What happens after the audit?
You own the roadmap. Three common paths:
- Execute internally — your team takes the prioritized fix-list and runs it
- Project engagement — we tackle the top 3–5 fixes as a scoped project
- Retained engagement — we become your extended MOPs team
Roughly 70% of clients extend into project or retainer work. The other 30% run it internally and we're happy either way — the audit stands on its own.
How do I know if I need a MOPs audit?
You probably need an audit if any of these are true:
- You can't prove marketing's pipeline contribution
- Your scoring model is producing too many or too few MQLs
- Campaign turnaround takes weeks instead of days
- MAP-CRM sync errors are creating data quality issues
- You're considering a platform migration or consolidation
- You inherited a messy instance and don't know where to start
- You're onboarding a new VP of Marketing or RevOps leader and want a clean baseline
Start with an audit.
No-risk starting point. You get actionable insights whether or not we work together.