Marketing Audit Checklist

Why a Marketing Audit Matters

A marketing audit is a systematic review of your marketing strategy, tactics, and results. Conduct it annually or quarterly to keep your efforts aligned with business goals and market shifts. An audit helps you:

• Identify gaps between strategy and execution.
• Spot wasted spend and untapped opportunities.
• Benchmark against competitors.
• Lay a data‑driven foundation for the next marketing plan.

Step‑by‑Step Audit Process

1. Align Strategy with Business Objectives

Ask yourself:

• What are the company’s short‑ and long‑term goals?
• Do our marketing KPIs reflect those goals?
• Are we targeting the right audience segments?

Write the answers in a simple table to visualize alignment.

2. Evaluate Marketing Initiatives

List every campaign, channel, and tool used in the last 12 months. For each item record:

• Objective (e.g., lead generation, brand awareness).
• Key metrics (CTR, CPL, ROAS, etc.).
• Actual performance vs. target.

Use an marketing plan template to keep the data structured.

3. Review Reporting & Continuous Improvement

Effective audits require real‑time reporting. Ensure you have:

• A unified dashboard that pulls data from all channels.
• Weekly or monthly review meetings.
• Clear owners for each KPI.

Consider the marketing promotion strategy pack for ready‑made reporting templates.

Core Checklist Items

1. General Environment Scan – Track social, economic, political, technological, and demographic trends that could affect demand.
2. Customer Analysis – Update segmentation, buyer personas, and buying‑stage insights.
3. Partners & Supply‑Chain Review – Assess vendor performance, distribution channels, and co‑marketing opportunities.
4. Product/Service Portfolio Assessment – Compare value proposition, pricing, and feature gaps against competitors.
5. Competitive Landscape – Conduct a SWOT of top 3 competitors and note emerging threats.
6. Channel Effectiveness – Measure ROI for paid, owned, and earned media.
7. Content Audit – Check relevance, SEO performance, and conversion rates of existing assets.

Industry‑Specific Examples

eCommerce

• Check cart‑abandonment rates by device.
• Benchmark average order value against niche peers.
• Analyze paid‑social ROAS vs. email automation performance.

B2B SaaS

• Review trial‑to‑paid conversion funnel.
• Score leads using a marketing‑qualified lead (MQL) framework.
• Evaluate account‑based marketing (ABM) spend vs. pipeline contribution.

Quick‑Start Audit Worksheet

Fill in the worksheet after each audit cycle. Use the insights to update your marketing plan template and set next‑quarter priorities.

Next Steps

Start your audit today with the free resources above. When you’re ready to transform findings into a strategic roadmap, download the marketing promotion strategy pack for templates, dashboards, and execution checklists.

Ready to Accelerate Your Marketing?

Boost performance, reduce waste, and capture growth opportunities with a comprehensive audit. Get the marketing plan template now and put your audit insights into action.