Who This Is For
Mid-market and enterprise B2B teams running Marketo or HubSpot who suspect (or know) their platform is underperforming. In Gartner's 2023 Marketing Technology Survey, marketers reported using only 33% of their martech stack's capabilities on average. An audit finds the gap. Choosing a platform instead of fixing one? That is MarTech Stack Design.
What a MOPs Audit Covers
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 | 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, 2-4 weeks, read-only throughout.
1. Discovery & Access (Day 1-3)
Read-only access to your MAP, CRM, and analytics, plus a kickoff call on business context and KPIs.
2. Quantitative Diagnostic (Day 3-10)
Automated checks across 80+ health markers: database size, duplicates, scoring distribution, deliverability, integration health.
3. Qualitative Review (Day 5-14)
Hands-on review of campaign architecture, nurture flows, routing, and scoring, plus interviews with Marketing, Sales, and Ops.
4. Findings & Prioritization (Day 14-18)
A findings document scored by severity, with an effort and impact rating and the fix for each issue. We flag what moves pipeline. The rest stays in the drawer.
5. Roadmap & Working Session (Day 18-21)
A 90-minute readout with the team and a 30/60/90-day roadmap you can execute internally or hand back to us.
See how your MAP stacks up.
Benchmark your instance against a production-ready B2B setup. The audit gives you the gap in writing, ranked by effort and impact.
What You Get
The findings document, roadmap, and readout from the process above, plus all raw audit data (SQL queries, smart list snapshots, screenshots), yours to keep. If you want us to execute the fixes, we scope a project or retainer separately.
Why LeadFox
- Certified architects run the audit, not junior associates: Marketo Certified Solutions Architects and senior HubSpot practitioners.
- B2B-only: every check and benchmark is built for B2B funnels. We don't do e-commerce, DTC, or B2C.
- Practitioner roadmap: built for a real MOPs team to execute, not to justify six more months of billing.
Frequently Asked Questions
We run a platform review internally every quarter. Why pay for an outside audit?
An internal review tells you whether campaigns shipped, not whether scoring has drifted or routing rules have gone stale. An audit finds those, then ranks the fixes by effort and revenue impact.
How long does a MOPs audit take?
2-4 weeks end to end. A single-instance HubSpot or Marketo review runs about 2 weeks. Complex multi-instance setups with deep Salesforce integration run 3-4 weeks.
How much does a MOPs audit cost?
Scope-dependent, driven by platform complexity, scope, and the number of integrated systems. Targeted audits (scoring-only, deliverability-only) are the smallest engagement. Request a quote on a scoping call.
What does a MOPs audit actually include?
Database health, lead scoring, lead routing, campaign architecture, nurture flows, email deliverability, integration health, and reporting and attribution. Full detail in the table above.
What deliverables do I get from a MOPs audit?
A findings document scored by severity and effort/impact, a 30/60/90-day roadmap, and a 90-minute live readout with raw audit data handed over. Full detail above.
Do you do platform-specific audits (Marketo only, HubSpot only)?
Yes, for Marketo Engage and HubSpot Marketing Hub. Same framework, more depth in platform-native features.
Will the audit disrupt our running campaigns?
No. The audit is 100% read-only. Your team keeps running campaigns while we observe in parallel.
What happens after the audit?
You own the roadmap. Three common paths:
- Execute internally: your team runs the fix-list
- Project engagement: we tackle the top 3-5 fixes
- Retained engagement: we become your extended MOPs team
How do I know if I need a MOPs audit?
Probably, if any of these are true:
- You can't prove marketing's pipeline contribution
- Your scoring model produces 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
- You inherited a messy instance
- You're onboarding a new VP of Marketing or RevOps leader
Start with an audit.
You leave with a written findings document and a 30/60/90-day fix roadmap whether or not we continue together.