Many companies hire what they believe is a marketing diagnosis and receive vanity charts, generic recommendations or an opinion produced without access to the data and people who understand the customer.
A serious diagnosis is not a presentation of everything that could be done. It is an evidence-based decision about what should move first, why and how progress will be recognised.
Signs of a superficial diagnosis
- Generic recommendations: the plan could be applied to any company in the sector.
- Vanity focus: reach and impressions appear without a connection to conversion or revenue.
- Isolated data: the analysis relies only on tools and ignores leadership, sales and customer service.
- Promises without conditions: outcomes are presented without risks, dependencies or learning time.
- A static deliverable: the report does not say what to do first or what to stop.
The minimum scope
Positioning and message
Compare the brand promise with the real operation. Check whether the website, campaigns, content and sales use the same definition of audience, problem and value.
Market and competition
Analyse how alternatives organise their narrative, which criteria they dominate and where a more relevant thesis can exist. The goal is to understand the comparison made by the client, not to copy competitors.
Funnel and acquisition
Connect source, cost, quality, commercial progress, sales cycle and loss reason. Disconnected metrics do not show where the system breaks.
Internal interviews
Leadership and sales reveal priorities, objections and constraints that external tools cannot observe. Ask what the customer needs to understand before a meeting and why opportunities are lost.
Content and journey
Compare each asset with audience intent. Does content help the buyer recognise the problem, reduce risk and move forward, or does it merely fill the calendar?
Questions the diagnosis must answer
- Which channel generates the most appropriate opportunities?
- At which stage do leads stop progressing?
- What are the main reasons for lost opportunities?
- Does perceived value support the type of contract the company wants?
- Do marketing and sales share a definition of a qualified lead?
- Which initiatives should stop to release focus?
Turning analysis into priority
Organise recommendations by impact, effort, dependencies and learning time. Every priority needs an owner, rationale, success signal and review date. Otherwise, diagnosis becomes documentation without consequence.
Comelato conducts an initial analysis to identify gaps in positioning, communication, acquisition and sales alignment, with priorities appropriate to the company's current stage.