Marketing and Sales functions drive the commercial engine of an organization. They influence revenue velocity, customer acquisition costs, brand value, regulatory compliance, contractual obligations, and board confidence.
Our expert consultants use Empirical-AI to test whether marketing strategies, sales pipeline operations, customer data handling, and channel partner frameworks are complete, compliant, and operating as intended.
It is designed to identify not only compliance gaps (such as privacy breaches or deceptive claims), but also whether commercial pipeline reporting and sales forecasting give leaders a reliable view of future growth.
What Empirical-AI Reviews
Empirical-AI can examine market research methodologies, strategic marketing plans, brand guidelines, content approval processes, privacy controls, CRM usage protocols, sales enablement collateral, Promotional claims and substantiation, pricing and discounting policies, proposals, and account management plans.
The review can assess:
- Market research & persona definition rigor
- Brand identity, style guidelines, archetype, and IP protection frameworks
- Content legal approvals, advertising, and Spam Act compliance
- Customer data security, APP privacy, and CRM usage controls
- Lead scoring, handoff protocols, and pipeline reporting accuracy
- Trade promotion management, MDF funding, and co-op controls
- Proposal approval workflows, pricing guidelines, and margin controls
- Contract negotiation protocols and sales order validation controls
- Account management, cross-sell/upsell frameworks, and escalation procedures
What Empirical-AI Compares Against
- Competition and Consumer Act 2010 (Cth) (Australian Consumer Law – ACL)
- Privacy Act 1988 (Cth) & Australian Privacy Principles (APPs)
- Spam Act 2003 (Cth) & Do Not Call Register Act 2006 (Cth)
- Corporations Act 2001 (Cth) (Sales Ethics & Anti-Bribery Regulations)
- ISO 20252:2019 (Market, Opinion and Social Research)
- ISO 20671-1:2021 & ISO 10668 (Brand Evaluation and Valuation)
- APQC Process Classification Framework (PCF) — Category 3.0 (Market and Sell)
- AANA Code of Ethics (Australian Association of National Advertisers)
- Social Media advertising standards (Google Meta etc)
In addition to the above legislation and formal standards, Empirical-AI can also assess commercial performance recording of key measures such as:
- Customer Acquisition Cost (CAC)
- Cost Per Lead (CPL)
- Lead-to-Opportunity Conversion Ratio
- Pipeline Win Rate / Deal Conversion Rate
- Average Sales Cycle Length
- Pipeline Velocity & Funnel Ratios
- Customer Lifetime Value (CLV)
- Customer Churn, complaints & Retention Rates
- Marketing Return on Investment (MROI)
- Advertising return on spend
- Trade Promotion / MDF ROI & Audit Accuracy Rate
- Campaign bounce rates
- Landing page conversions
- Brand awareness score
How the Process Works
The Detection Phase identifies gaps, inconsistencies, and non-compliance in marketing campaigns, sales workflows, customer data handling, and pipeline forecasts.
The Enhancement Phase focuses on strengthening commercial governance. This includes refining proposal approval gateways, updating privacy controls, enforcing lead qualification criteria (BANT/MEDDPICC), and establishing order validation checks.
The Continuous Learning Phase monitors whether agreed sales methodologies and compliance controls are being maintained across regional teams and channel partners.
Why it Matters & What You Get
Why it matters:
A CEO or Board cannot safely rely on revenue forecasts or market positioning unless marketing and sales operations are compliant, disciplined, and accurately tied to actual customer demand.
What you get:
- Marketing & Sales Compliance Report
- Advertising & Promotions governance report
- Commercial Pipeline & Risk Gap Analysis
- Sales Approval & Discount Control Summary
- Revenue Operations Improvement Plan
- Priority Action List & Costed Project Plan
- Executive & Board Presentation