Marketing Audit
Worksheet

PLANNING & ORGANIZATION TOOLS

Separate the marketing activities that produce results
from the ones that just consume resources.

Where This Tool Helps

Most marketing plans are wish lists. They catalog every channel, tactic, and campaign the business could pursue, without distinguishing between what is generating results and what is still in the aspiration column. The gap between the two is where budget, time, and attention quietly disappear.

This worksheet splits the audit into two stages. The first page forces an honest inventory of your current marketing - what you actually have, what you actually use, and where you are guessing instead of measuring. The second page takes what survived that scrutiny and translates it into a strategy table with costs and priority levels attached. Activities that cannot earn a row in the strategy table have told you something.

The questions below are structured to push past surface-level answers. Sub-prompts under each question target the specific blind spots where "we should do that" masquerades as "we are doing that."

How to Use This Worksheet

  1. Complete the audit page first. Do not skip to the strategy table. The audit is uncomfortable because it exposes the distance between intention and execution. That distance is the point.
  2. Answer each question with current reality, not plans. If you have a website but haven't reviewed its analytics in six months, the honest answer is that you are not using it as a marketing tool. Sub-prompts will push you toward that specificity.
  3. Note where you are guessing. Any answer that includes "probably" or "I think we" is a signal. Mark those items - they represent unmeasured activity, which is the most expensive kind.
  4. Move to the strategy table only after completing all eight questions. The table is for activities you are committing to, not activities you wish you had time for. If it cannot justify a row - a method, a reason, a cost, and a focus level - it does not belong here yet.
1

Marketing Audit

1. What marketing resources do you currently have?
Consider: team capacity (who does this work, and how much of their time?), budget allocation, tools and platforms already paid for, existing content or assets.
2. What marketing materials are you actively using?
Consider: which materials are in regular rotation versus sitting in a folder? When was each last updated? Which ones have you measured for effectiveness?
3. What data are you using to evaluate your marketing?
Consider: analytics platforms you check regularly, customer feedback you collect systematically, competitor research that informs decisions. If the answer is "not much," that is an answer.
4. What promotional activities are currently active?
Consider: paid campaigns running now, referral programs with tracked results, partnerships producing leads. Separate what is running from what you have been meaning to launch.
2

Marketing Audit (continued)

5. How does your digital presence perform as a marketing channel?
Consider: website traffic trends (up, down, or unknown?), conversion rates, last time content was updated, whether SEO is monitored or assumed.
6. Which channels are you consistently active on?
Consider: "have an account" is not the same as "active." Which platforms do you post to weekly? Where do inquiries actually come from? Which channels get attention only when someone remembers?
7. How do new clients experience your onboarding?
Consider: what happens between "yes" and the first engagement? Is there a documented process, or does each client get a different experience? Where do new clients drop off or stall?
8. What keeps existing clients engaged?
Consider: follow-up systems in place, re-engagement triggers, referral mechanisms. Do you know your client retention rate, or are you estimating?
3

Marketing Strategy

Transfer the activities that survived the audit into a prioritized strategy. Each row represents a commitment - not a wish.

Primary - core channel, consistent investment
Supporting - reinforces primary channels
Testing - experimental, time-boxed with clear success criteria
Marketing Method Reasoning Costs (time + money) Focus Level

If an activity cannot fill a row with honest answers across all four columns, it is not ready for this table.

Notes & Next Steps
4

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