What if you knew exactly where your marketing efforts are falling short?
- and could resolve the issues fast.
You’re Not the Only One Asking These Tough Marketing Questions
Are we maximizing the return on our demand generation investments?
How can we better predict marketing lead volume & improve conversion rates?
Is sales right about lead quality, or are we dropping the ball on qualification?
How can we make a bigger impact in the market with a smaller budget than our competitors?
What immediate steps can we take to optimize our demand generation strategy?
Why aren’t more of our leads converting into opportunities or closed-won deals?
A Proven Approach to Solving Your Demand Generation Challenges
The “Demand-to-Pipeline Audit & Action Plan” with Ian Michiels
Comprehensive Demand Generation Audit
Includes an audit and assessment on your messaging, persona targeting, funnel analytics, paid media strategy, systems, resources, lead routing, and more.
Prioritized Playbook to Fix Gaps
Following the audit, I’ll deliver insights into your demand generation maturity, identify critical gaps, and provide clear, actionable steps to address them
Immediate improvement in conversion & lead quality
Uncover immediate cost-saving optimizations in targeting, messaging, channel selection, and campaign configuration—low-hanging fruit that delivers quick wins and lasting impact.
Tl;dr “Why me?”
I can quickly help you identify and solve problems that are costing you precious time and marketing budget.
Demand-to-Pipeline Audit & Action Plan
In-and-out in days, not months:
Fixed-fee engagement with no surprises.
Audit completion within a defined timeline, ensuring you get fast and actionable insights.
Actionable recommendations presented as a prioritized plan.
Money-back guarantee if you don’t see value in the deliverables.
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During this engagement, there are many questions we will answer together, but here are some of the most common:
• Do we have the right mix of paid media channels?
• Are our messages resonating with our intended target personas?
• Are we targeting the right people effectively on paid media?
• Are our lead-to-opportunity stages converting at industry norms?
• Are we optimizing our marketing spend to maximize ROI?
• Which campaigns and channels are delivering the most valuable pipeline?
• Are there inefficiencies in how leads are routed and followed up?
• Are our metrics and reporting giving us actionable insights?
• How can we improve the quality of our leads to drive better outcomes?
• What changes can we make today to get more value from our current marketing efforts?
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This is a fixed-fee engagement tailored specifically to your business. While I leverage templates to structure the audit and prioritize recommendations, every deliverable is highly customized to address your unique challenges and opportunities. I work as an extension of your team, providing a clear, actionable path forward that aligns with your goals, is achievable, and delivers measurable value.
Deliverables include:
• Discovery Questions & Questionnaires – To gather insights about your current demand generation efforts.
• Audit Findings Readout Deck – A detailed report highlighting gaps, inefficiencies, and areas for improvement.
• Recommendations Deck – Clear, actionable recommendations for optimizing your demand generation strategy.
• Prioritized Plan Spreadsheet – A ranked plan based on effort, potential revenue impact, and investment required.
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As a marketer (and former consultant), I understand the time, resources, and cost marketing teams invest when seeking strategic guidance.
I’m not here to sell you another deliverable—I’m here to quickly apply what I know, give you something of real value, and set you on a path to success. Drawing from what’s worked at dozens of organizations, large and small, my goal is to hand you actionable insights and a plan you believe in, so you can execute confidently.
We’ll complete this engagement in 2-4 weeks, depending on schedules. You’ll need to invest some time upfront to share your current performance through discovery calls and questionnaires, but I’ll ensure the process is efficient and worthwhile.
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Inputs for the audit are gathered efficiently through discovery calls where I’ll guide you through a structured list of questions. Additionally, I value access to key materials and insights to ensure my recommendations are highly relevant and actionable. Here’s what I typically review:
• Your strategic plans and goals.
• Exports of your website’s highest-volume “Contact Sales” forms.
• Persona and messaging documents (if available).
• (2) 30-minute interviews with your top sales reps.
• A virtual session to walk through your paid media campaign environments.
• An overview of your Martech stack and CRM systems.
I also have detailed questionnaires to capture additional information offline, making the process smooth and efficient. And yes, I’ll happily complete NDAs as part of the engagement to protect your confidentiality.
Contact me to learn more.
What You’ll Gain From This Engagement
Clear Demand Generation Insights
Receive a comprehensive audit that identifies exactly where your marketing efforts fall short and what’s holding back pipeline growth.
Actionable Priorities Playbook
Walk away with a step-by-step, prioritized plan to maximize your resources and ensure every marketing dollar works harder.
Improved Lead Quality
Discover how to better qualify and route leads, aligning marketing and sales to increase conversion rates to pipeline and closed-won deals.
Optimized Marketing Spend
Pinpoint inefficiencies to cut wasted performance marketing spend while doubling down on high-performing strategies.
Time-Saving Expertise
Leverage actionable insights informed by what’s worked at dozens of organizations, enabling your team to execute faster and more effectively.
Guaranteed Value
If you don’t find the recommendations valuable, you don’t pay—no strings attached.
What I can bring to the equation:
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I’ve been doing this for a long time - for startups and Fortune 50 large enterprise. The patterns for identifying and fixing gaps in marketing sourced pipeline are easy to spot, but the real value lies in how quickly we can resolve them for your business.
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Every company faces unique challenges with respect to pipeline attribution - resources, technology, product, and more. As we partner I effectively become an extension of your team, providing practical guidance to drive immediate change - over generic theory / strategy.
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When program investments must directly impact the bottom line, engaging outside support isn’t a casual decision. It’s a question of whether you’ll optimize and grow or continue spinning your wheels. But here’s the truth: you won’t see any real change by repeating the same tactics that got you here.
I’ll back everything we do with a money-back guarantee—if for any reason you don’t think the cost is worth the value, you don’t have to pay me.