NORVAN
NorX DIAGNOSTIC
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Prepared for
Maslow MCC
0
Health Score
NEEDS ATTENTION
Marketing & Communications Centre

NorX Diagnostic Report

Comprehensive assessment across five operational dimensions revealing critical conversion efficiency gaps limiting profit center transformation.

202
Total Leads (YTD)
3%
Conversion Rate
RM 536K
Revenue Generated
2.48x
ROAS
Critical Finding
97% of generated leads do not convert to closed sales
Highest-Impact Intervention
Convert existing leads, not generate more

Dimensional Analysis

⚠️
55
Lead Generation
Functional but inefficient
202 leads | RM 1,072 CPL | 92% Google dependency
🔴
30
Conversion
Critical gap
3% close rate | RM 36K per sale | 97% lead waste
🔴
35
Process Maturity
Not scalable
Email-based tracking | No SOPs | No SLAs
🔴
25
Profit Readiness
Significant gaps
RM 0 external revenue | No CRM | 60-month estimate
⚠️
45
Infrastructure
Basic tools only
Google Ads + Analytics | No CRM | Spreadsheet pipeline

Lead Generation Performance

Channel Performance (YTD)

Total Ad Spend
RM 216,483
Average CPL
RM 1,072

Google Ads Deep Dive (November 2025)

Budget RM 20,000
Actual Spend RM 10,135 (50.7%)
Click-Through Rate 6.22% ✓
Conversions 19 leads
CPL (November) RM 533 ↓
Search Lost IS (Rank) 48.11% ⚠️
Quality Issue: Losing 48% of auction opportunities due to ad rank. Quality score or bid strategy optimization needed.

The Conversion Crisis

Lead-to-Sale Funnel

202
Leads Generated
100%
~82 lost (40%)
~120
Marketing Qualified
~60%
~105 lost (87%)
15
Sales Qualified (SQL)
7.4%
9 lost (60%)
6
Closed Sales
3.0%
Cost Per Lead
RM 1,072
Cost Per SQL
RM 14,432
Cost Per Sale
RM 36,080
Marketing ROI
148%

Conversion Impact Analysis

Same ad spend. Different conversion rates. Dramatically different outcomes.

Current (3%)
RM 536,500
Baseline
At 6% Conversion
RM 1,073,000
+100% Revenue
At 8% Conversion
RM 1,430,000
+167% Revenue

Profit Center Infrastructure Gaps

Critical Missing Systems

CRM System Spreadsheets
Cost Structure Data Not documented
Service Pricing Model Below market
Time Tracking None
External Track Record Zero clients
Available Capacity Fully utilized

Profit Center Timeline Reality

24
months (target)
vs
60
months (self-assessment)
Confidence in 24-month goal 80%
Realistic timeline estimate 60 months
Strategic criticality rating 5/10
Competitive benchmark rating 4/10
Current external revenue RM 0
Pricing Gap
Website pricing: RM 500 - 5,000 vs Market: RM 3,000 - 30,000+
Current pricing attracts lowest-value, highest-churn segment.

Risk Analysis

HIGH Vendor Dependency

Locus-T and contractors represent single points of failure

HIGH Channel Risk

92% Google Ads dependency — algorithm change = lead collapse

HIGH Knowledge Risk

No CRM = no institutional memory. Knowledge leaves with staff.

HIGH Pricing Model

Below-market rates attract wrong clients, unsustainable economics

HIGH Capacity Blocker

Team fully utilized with Maslow work — cannot take external clients

MEDIUM Skills Ceiling

Limited digital skills create quality ceiling for deliverables

Internal Audit Summary (October 2025)

23
Total Findings
19
Completed
188/240
Audit Score
Key Gaps: No formal KPIs, no live dashboards, no risk register, limited PDPA compliance

Conclusions & Opportunity

Summary Diagnosis

MCC is a functional marketing cost center that has improved lead generation efficiency but faces structural limitations in conversion, process maturity, and scalable infrastructure.

✓ What's Working
  • • Lead generation function is operational
  • • New vendor (Locus-T) showing CPL improvement
  • • Monthly reporting discipline exists
  • • Basic martech stack in place
✗ Requires Intervention
  • • Conversion efficiency (3% is critical)
  • • Pipeline visibility (spreadsheets cannot scale)
  • • Process documentation (no SOPs, no SLAs)
  • • Profit center infrastructure (not ready)
  • • Team capacity (fully utilized)

The Core Opportunity

The math is simple:
Current
202 leads × 3% = 6 sales
RM 536K
Possible
202 leads × 8% = 16 sales
RM 1.43M
Same ad spend
+167%
more revenue
Key Insight

The gap is not lead generation. The gap is intelligence infrastructure and operational execution.

Next Steps

This diagnostic identifies WHERE the problems exist. The NorY Architecture Blueprint details HOW these gaps can be addressed.

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