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For founders and growth leads

Find out where growth actually leaks.

A fixed-scope read of your growth engine: unit economics, cohorts, retention, and channel efficiency. You end with a ranked list of what to fix, in what order, and what each fix is worth.

Engagement 2 to 4 weeks
Investment From $20,000, fixed scope
Output Written report and prioritized action plan
Who this is for

The numbers stopped explaining themselves.

One question decides whether this is your engagement: is the thing you cannot explain a number, or a person? If payback moved from 90 days to 140 and the team has a different theory each week, that is this engagement. If you can explain the numbers and cannot say out loud whether the team carries the next twelve months, that is the Marketing Org Gap Diagnostic.

Stage
Post-PMF, scaling paid spend, revenue growing slower than spend
Trigger
Payback drifting, cohorts diluting, one geo carrying the model, or a spend decision you cannot defend
Vertical
Gaming, adtech, mobile subscription, marketplace
Not this engagement
Your own analytics team already answers this. I will say so on the first call rather than sell you the work.
Scope

Four questions, answered with your data.

Not a survey of everything. Each block exists to settle one question that is currently decided by opinion.

Unit economics

Does each dollar come back, and from where?

  • Contribution margin by channel, geo, and platform
  • CAC decomposition, and how much paid spend buys organic
  • Payback by cohort vintage rather than blended average
  • Revenue mix stability across IAP, ads, and subscription
  • Offer and price architecture against the payback target

Cohort analysis

Is growth compounding or refilling a leaking bucket?

  • Decomposition by channel, geo, platform, and install month
  • LTV curve maturation against the forecast you spend on today
  • Cohort dilution as spend scales into weaker audiences
  • Survivorship and reporting-window checks on the numbers in use
  • Where the forecast and the realized curve first separate

Retention

Does the product hold what marketing buys?

  • D1 / D7 / D30 / D90 curve quality against genre benchmarks
  • Early drop-off mapped to onboarding and first-session events
  • Engagement events mapped to monetization, not to activity
  • Lifecycle and reengagement coverage: automated versus manual
  • Reported versus recalculated retention, reconciled

Channel efficiency

Is the next dollar placed where it earns most?

  • Channel and creative concentration risk
  • Creative throughput, kill rate, and win rate
  • Attribution reality: MMP, SKAN, and what the team actually trusts
  • Bid and budget cadence: who decides, on what signal, how often
  • Scale ceiling per channel before efficiency breaks
What you get

A ranked plan, not a pile of findings.

Every deliverable is written to be used by your team after the engagement ends, without me in the room.

01
Unit economics map
Where margin is created and destroyed, broken out by channel, geo, and platform, with the assumptions made explicit so the model can be rerun without me.
02
Cohort and retention analysis
Curve quality, dilution, and the point where the forecast you spend against separates from what cohorts actually deliver.
03
Channel efficiency audit
Concentration risk, creative throughput, attribution trust, and the scale ceiling per channel before efficiency breaks.
04
Prioritized action plan
Findings ranked by expected impact and effort, each with an owner and a measurable check, so the list survives contact with next quarter.
05
Written report
One document your board and your leads can both read: executive summary up front, methodology and workings behind it.
06
Live walkthrough with the team
A working session, not a presentation. The people who own the numbers get to argue with the findings while the analysis is still open.
Boundaries

What this is not.

Scope discipline is what keeps this to weeks instead of quarters.

xA retainer pitch in disguise. The audit ends with a plan you can run yourself.
xA media buying proposal. No channel execution is sold on the back of it.
xA dashboard or BI build. Existing data is used as it stands, gaps are named.
xA benchmark deck. Benchmarks appear only where your own data needs a reference point.
xAn assessment of your people. I do not score your team and I do not report on individuals. If the gap is the team rather than the numbers, that is the Marketing Org Gap Diagnostic, and it is a separate mandate on purpose.
xPriced by your revenue. The fee is fixed by scope before the work starts, and half of it credits against the first month if you later bring me in to run the plan.
Process

From data access to ranked plan.

Findings are shown before the report is written. You should never first learn what the audit concluded on the day it is delivered.

Step 01

Kickoff and data access

Growth targets, current spend plan, and the decisions you need the audit to inform. Access to the MMP, store consoles, BI, and the finance view of revenue.

Days 1 to 3
Step 02

Analysis

Cohort decomposition, payback and margin modelling, retention reconciliation, channel and creative efficiency review. Short interviews with the leads who own each number.

Days 4 to 12
Step 03

Interim findings checkpoint

Material findings on the table while the analysis is still open. You correct wrong context, flag what matters most, and the final report answers the questions you actually have rather than the ones assumed at kickoff.

Days 13 to 15
Step 04

Report, action plan, walkthrough

Written report and ranked action plan delivered, then a working session with the team. Each action carries an owner and a measurable check.

Days 16 to 28
What I need from you

Three accesses and about six hours.

Named here rather than in a document you get after signing, because this is the step where these engagements usually stall.

Access
Read-only: your MMP, the store consoles, whatever BI you have, and the finance view of revenue. No write access, ever.
Your time
About six hours across the engagement: kickoff, the mid-point checkpoint, the final session.
Your team
Short conversations with whoever owns each number. I am not scoring anyone, and nothing individual is reported back.
If the data is thin
Raw events means I can name causes. Exports only means I can name trends but not causes, and I will tell you which one you bought before you pay.
Background

Nine years inside one publisher. CMO of a $1B+ portfolio.

Nine years inside one global publisher, from Team Lead Eastern Europe to CMO of a $1B+ portfolio of mobile and PC games. At peak: a marketing team above one hundred people and a nine-figure annual media budget across UA, ASO, ad monetization, brand, and analytics.

The audit is built from the side of the table that had to defend the spend, not from the side that sold it. That is why it ends in a ranked plan with owners rather than a list of observations.

Get in touch

Start with a 30-minute call.

The first call confirms fit and scope before any data is exchanged. If an audit is not what you need, you will hear that on the call.

Book a call Prefer email? hello@qiwil.com
Other engagements
Fractional CMO & CGO Embedded growth leadership. Three active partnerships at a time. Commercial Due Diligence Independent growth-quality assessment for investors and acquirers. Marketing Org Gap Diagnostic Capability matrix and a sequenced hiring plan for founder-led marketing.