Marketing Audit Template

Before Day 0 - Nail These Fundamentals:

Operating Model: Revenue & Pipeline Targets, Forecasts & Gaps, New Business vs. Upsell Ratio,NRR, GRR, CAC

Customers: How They're Using the Products, How They Describe the Values and Pain Points the products solve for, etc.

Competitive Landscape & Your Positioning: Where You Fit, Competitors' Positioning, Your Differentiations, Your vs Their GTM Strategy

Product: Get Familiarized with Product, Get an Overview of Product Roadmap & Launch Schedule

GTM Motion: PLG vs SLG or hybrid, Playbooks that are Working, How Marketing Drives & Influences these Playbooks & Motion

First Week - Audit:

Get an Overview of Your Teams, Roles & Responsibilities

Meet with Your Cross-functional Partners (Sales, CS, Product, etc.)

Access to Overall Revenue, Pipeline & Marketing Dashboards & Reports

Get Access to and Review Your Budget

Get an Overview of Lead Flow, Processes, Scoring, SLAs, etc.

Evaluate Your Team’s Existing Technology Stack & Service Providers

First 2 Weeks - Audit:

Review Personas, the Messaging & Positioning docs

Analyze Customer Data and Segmentation Strategies

Review & Analyze Previous Campaigns & Outcomes (Inbound & Outbound)

Assess Where AI Can Assist & Scale Your Team’s Impact

Optional: Determine if Outbound (BDR Team) should be under Marketing

Deliver Observations & Recommendations (Team, Programs, Budget, Processes, etc.)

Define & Get Approval for Hiring, Technology & Service Budgets

First 30 Days - Prioritize Quick Wins:

Identify Opportunities for Quick Win Campaigns - that Produce Some (Early) Results in Your First 90 Days

Establish Marketing Team OKRs, focusing on Quick Wins

Establish a Reporting Structure

Assign Your Team to (Create and) Manage Their Custom GPT / AI Agents to Increase Efficiency & Impacts

Review Brand/Content Campaigns; Run Small Experiments

Review Event Strategy; Identify Areas to Integrate with Demand & Brand Campaigns

Establish a Schedule for Your Reports to Share & Update Marketing Metrics

First 60 Days - Execution & Iterations:

Identify & Remove Bottlenecks in Team Workflows & Processes

Monitor All Campaigns & Experiments, Run Quick Iterations (if needed)

Share Weekly Updates on Your Team’s OKR with CEO & Peers

Start a Monthly Internal Newsletter/Slack to Share Marketing Updates

Deliver 60-Day Updates on Your Team’s Impacts: Pipeline, Brand, AI Initiative(s) & Efficiency Gained

First 90 Days - Scale:

Collect Feedback from Your Teams , e.g. “Start-Stop-Continue” Survey

Get Feedback from Your CEO & Cross-functional Peers

Review Your OKR Performance & Define the Next OKR

Refine Messaging & Positioning Based on Learnings and Market Response

Expand Successful Campaigns and Strategies

Deliver 90-Day Updates on Your Team’s Impacts: Pipeline, Brand, AI Initiative(s) & Efficiency Gained

The First 90 Day Checklist
for CMO /
VP of Marketing