full-audience-value-diagnosticlisted

# Full-Audience Value Diagnostic "Marketing = lead factory" is the default framing in most revenue orgs, and it's incomplete by design — it only counts the value delivered to one audience (prospective buyers) and ignores the rest. ## Inputs to gather **Required:** - A list of marketing's recent activity — programs, content, enablement work, events — even a rough quarter-in-review list is enough **Helpful, not blocking:** - The specific challenge being raised (a budget cut proposal, a headcount review, a board question) and who's raising it - Any existing pipeline/lead metrics already being cited against marketing, so the counter-framing directly addresses them rather than talking past them **If none of this is available:** ask *"what did marketing actually do last quarter, in plain terms — not the metrics, just the activity?"* The audience map builds naturally once real activity is on the table. ## The seven audiences marketing actually serves | Audience | Value delivered | Common metric blind spot | |---|---|---| | **Prospective buyers** | Education, trust-building, comparison content | The only audience most orgs measure | | **Existing customers** | Retention content, expansion messaging, community | Rarely tied back to marketing at all — usually credited to CS | | **Sales** | Enablement assets, talk tracks, deal-support content | Measured as "requests fulfilled," not deal impact | | **Product** | Market insight, competitive intelligence, voice-of-customer | Almost n