IF INTERNAL AUDIT ADDS VALUE, WHY DON’T WE MARKET IT?

 Internal audit is one of the few functions in a business that sees everything. From strategy execution to frontline delivery, from governance gaps to cultural misalignments—internal auditors are uniquely positioned to connect the dots. And yet, internal audit often suffers from a perception problem. Not because it isn’t valuable, but because we’re not marketing our value effectively…………………. 

I have sat across from audit leaders who could write a thriller about their week. Cyber threats, third party reviews – issues that keep CEOs awake. They are solving problems that matter. But too often, that impact is hidden in a report no one reads or discussed in a board meeting where time ran out. Sound familiar…………………………...

That is not a reflection of the work’s importance. It is a reflection of how it is positioned. When we talk about "marketing" internal audit, we are not talking about glossy brochures or LinkedIn posts. We are talking about: Telling a compelling story about how audit helps the business win. Communicating assurance in a language the business understands. Demonstrating that audit is not about catching people out – it is about empowering the organisation to manage risk intelligently. Audit should not feel like the “third line.” It should feel like the teammate everyone wants on their Zoom call. 

As a provider of internal audit services to business, I have learnt this - You don't win work by saying “We are experts in risk.” You win by saying, “We understand your risk. Let’s help you solve it together.” As internal auditors we must shift from selling “services” to offering strategic relevance. And that includes speaking the language of management, understanding their world and helping them shine in front of their board, not taking credit ourselves. 

What If Internal Audit Led Its Own Brand Like a Business Unit? Imagine internal audit functions that are: 

• Sharing wins and insights through internal comms
• Hosting sessions with execs to unpack key risks
• Collaborating on action plans, not just reporting gaps
• Publishing assurance dashboards that are easy to engage with

That is audit leadership. That is audit relevance. That is audit with influence. If internal audit is truly here to add value - then let us act like it. Let us show the business how we make it safer, smarter, and more sustainable. Let us teach our teams to market the mission of audit with confidence and clarity. Because if we don’t tell our story, someone else will. And they might not get it right.