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The Marketing Audit Checklist That Actually Matters

The Marketing Audit Checklist That Actually Matters

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Mark Gabrielli
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The Marketing Audit Checklist That Actually Matters | #MarkCMO

The Marketing Audit Checklist That Actually Matters

The Marketing Audit Checklist That Actually Matters

Most marketing audits are bloated with fluff and outdated metrics. This checklist cuts through the noise and delivers what actually matters to CMOs, founders, and growth leaders. If your audit doesn’t make you uncomfortable, it’s not doing its job.

Let’s Be Honest: Most Marketing Audits Are a Waste of Time

Here’s the dirty little secret no one wants to admit: most marketing audits are glorified vanity reports. They’re packed with surface-level stats, vague “insights,” and enough pie charts to make a data analyst cry. But do they actually move the needle? Not even close.

If your audit doesn’t make you squirm a little, it’s not an audit—it’s a pat on the back. And in today’s market, back-patting is a luxury you can’t afford.

So let’s burn the old checklist and build a new one. One that’s sharp, strategic, and brutally honest. One that actually matters.

The Marketing Audit Checklist That Actually Matters

This isn’t your intern’s checklist. This is the CMO’s checklist. The one that gets you fired up—or fired—depending on how honest you’re willing to be.

1. Is Your Positioning Still Relevant?

Markets shift. Competitors evolve. If your positioning hasn’t changed in 18 months, it’s probably stale. Ask yourself:

  • Does our messaging reflect the current pain points of our ICP?
  • Are we still differentiated—or just different?
  • Would a competitor be scared or flattered by our positioning?

Still not sure? Run a blind test. Strip your logo and ask a few outsiders to guess which company the messaging belongs to. If they can’t tell, you’ve got a problem.

2. Are You Measuring What Actually Matters?

Vanity metrics are the junk food of marketing. They feel good in the moment but leave you bloated and directionless. Instead, focus on:

  • Pipeline velocity, not just lead volume
  • Customer acquisition cost (CAC) by channel
  • Revenue per campaign—not impressions per campaign

And for the love of all things strategic, stop reporting on “engagement” without context. A like is not a lead. A share is not a sale.

3. Is Your Content Strategy Driving Revenue?

Content isn’t king. Revenue is. If your content isn’t tied to pipeline, it’s just noise. Audit your content by asking:

  • Which pieces directly influenced closed-won deals?
  • What’s the average time-to-conversion from first touch?
  • Are we creating content for buyers—or for our own egos?

Pro tip: If your blog reads like a Wikipedia page, you’re doing it wrong.

4. Are You Aligned With Sales—Or Just Coexisting?

Marketing and sales alignment isn’t a kumbaya circle. It’s a revenue engine. If your teams aren’t synced, you’re leaking money. Period.

  • Do you have shared KPIs?
  • Is there a feedback loop on lead quality?
  • Are you co-owning pipeline goals?

If your sales team thinks MQLs are a joke, your audit should start with a mirror.

5. Are You Spending Money Like It’s 2024?

Budget bloat is real. And in a world where every dollar is scrutinized, your spend better be strategic. Ask:

  • Which channels are delivering ROI—and which are just “nice to have”?
  • Are we over-investing in awareness and under-investing in conversion?
  • What’s our experimentation budget—and are we using it?

Remember: “We’ve always done it this way” is not a strategy. It’s a red flag.

6. Is Your Brand Memorable—or Just Pretty?

Design is not brand. A brand is what people say about you when you’re not in the room. So ask:

  • Do customers describe us the way we describe ourselves?
  • Is our brand voice consistent across every touchpoint?
  • Would anyone miss us if we disappeared tomorrow?

If your brand is forgettable, your funnel is leaky. Fix it.

7. Are You Actually Listening to Your Customers?

Customer feedback isn’t just for product teams. It’s marketing gold. But only if you’re actually listening. Audit your feedback loop:

  • Are we regularly interviewing customers?
  • Do we have a system for capturing and analyzing feedback?
  • Are we using insights to inform messaging, campaigns, and strategy?

If your last customer interview was during onboarding, you’re flying blind.

8. Are You Building a Moat—or Just Running Campaigns?

Campaigns come and go. Moats last. Your audit should reveal whether you’re building long-term defensibility or just chasing quarterly wins.

  • Are we building proprietary data, community, or distribution?
  • Do we have a unique POV that competitors can’t copy?
  • Are we investing in brand equity—not just performance marketing?

If your strategy can be replicated in a week, it’s not a strategy—it’s a tactic.

“If your marketing audit doesn’t make you uncomfortable, it’s not doing its job.”

Case Study: The Audit That Saved a SaaS Company

Let’s talk about a mid-market SaaS company that thought they were crushing it. Revenue was flat, but hey—website traffic was up 40%. Engagement was “strong.” The CMO was sleeping well

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