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Martech Platform Audit

Fit-for-purpose Audit

Evaluating the Commercial Viability of Proprietary Tooling

Our client a global creative team provider with a client portfolio that includes major brands has developed a proprietary tool to support operational effectiveness and account management within their organisation and across their client base. Historically there have been significant challenges in commercialising this tool. The tool's functionality and market position were unclear, and there was resistance from customers to adopt the model.

With a small development team and advanced competitors in the market, our client needed a thorough audit of their tool's market positioning and potential for future growth. Our client sought recommendations on whether the tool was fit for purpose and what opportunities might exist for its future development and commercialisation as well as brand positioning. The audit involved a competitor analysis, an evaluation of key metrics, and industry benchmarking to deliver actionable insights.

This is How

Key Objectives
  • Assess the tools market position and competitiveness.
  • Evaluate the tool’s functionality and suitability.
  • Identify opportunities for commercialisation.
  • Provide recommendations for future development.
Actions Taken
  • Conducted competitor analysis of 10 similar market products.
  • Developed an evaluation matrix using key metrics (UX/UI, Content Management, etc.).
  • Validated benchmarking through industry analysis (Gartner/Forrester).
Key Outcomes
  • Delivered an in-depth review of tooling functionality and market competitiveness.
  • Provided recommendations on pricing strategy and business model.
  • Offered insights on potential opportunities for future development.
  • Developed a competitive market differentiation positioning