Methodology For Marketing Audit And Growth Prioritization In Smes: Kapri Method A Kpi-Linked Diagnostic Framework

Abstract

Purpose: This conceptual research article proposes a KPI-linked diagnostic framework for conducting marketing audits in small and medium-sized enterprises (SMEs). It aims to replace fragmented, short-term growth tactics with a stable, standardized diagnostic routine that directly links observed marketing problems to measurable commercial outcomes.

Methodology: The study synthesizes empirical findings on marketing measurement systems, analytics capabilities, and digital channel adoption. Rather than using original field data, the paper develops an evidence-informed worked example. It operationalizes the framework using secondary performance data and benchmarks from prior empirical studies to specify an audit sequence, decision rules for KPI trees, and prioritization logic.

Findings: The framework formalizes how SMEs can systematically move from raw symptoms (e.g., weak lead quality, volatile demand, low retention) to validated business constraints, resulting in a ranked portfolio of growth interventions. It demonstrates that audit practices can be standardized without becoming rigid by balancing expected impact, feasibility, and measurement confidence.

Unique contribution to theory, practice, and policy: This study advances marketing analytics literature by establishing a causal reasoning discipline that links qualitative diagnostic symptoms to quantitative KPI trees in resource-constrained environments. In practice, it provides SME leaders and marketing consultants with an actionable, structured dashboard design and decision rules to improve accountability and guide strategic interventions. Furthermore, it offers valuable insights for business development agencies and SME support programs on designing effective training modules and diagnostic tools to boost digital literacy and commercial resilience in the small business sector.