Marketing Assessment | Marketing Audit

Pillar 1: Strategy & Planning

How would you describe your marketing strategy documentation?

Research shows companies with documented strategies achieve 313% higher ROI (CoSchedule, 2023).

No documented strategy

We operate reactively without clear documentation

Basic goals documented

We have high-level goals but no detailed plan

Quarterly strategy with KPIs

Clear strategy reviewed quarterly with defined metrics

Comprehensive strategic framework

Integrated strategy with KPIs, monthly reviews, and executive alignment

Pillar 2: Channel Performance

Which channels are you actively investing in?

Select all that apply. Most B2B companies spread budget across 4-6 channels.

LinkedIn Email Marketing Content / SEO Paid Advertising Events / Webinars Partnerships

Pillar 2: Channel Performance

How do you measure channel ROI?

Gartner reports 70% of B2B budgets go to channels without proper attribution.

We don't track it

No systematic tracking of channel performance

Vanity metrics only

Traffic, impressions, engagement—but not tied to revenue

Attribution modeling in place

We use first-touch or last-touch attribution

Multi-touch revenue attribution

Full revenue attribution per channel with closed-loop reporting

Pillar 3: Team & Resources

How is your marketing team structured?

McKinsey research shows optimal team structures vary by revenue stage; top performers align roles to growth phase.

No dedicated marketing team

Marketing handled ad-hoc by founders or sales

Solo marketer or generalist

One person managing all marketing functions

Small team with defined roles

2-4 people with specialized functions (content, demand gen, etc.)

Structured function-based team

Clearly defined pods/functions aligned to strategy with leadership

Pillar 3: Team & Resources

Do you leverage fractional or external marketing support?

Deloitte found 68% of high-growth companies use fractional leaders to access specialized expertise cost-effectively.

No external support

Everything handled internally

Occasional contractors

Project-based freelancers for specific deliverables

Regular agency/consultant relationships

Ongoing partnerships for specialized functions (SEO, paid, creative)

Fractional leadership + specialists

Strategic fractional CMO/VP plus specialized tactical support

Pillar 3: Team & Resources

What are your marketing hiring plans for the next 12 months?

BCG data shows strategic hiring (vs. reactive) correlates with 2.3x revenue growth in B2B firms.

No plans to hire

Current headcount remains flat

Reactive/opportunistic hiring

Will hire if we find the right person or budget allows

Planned hires identified

Specific roles defined with budget allocated

Strategic hiring roadmap

Sequenced hiring plan aligned to growth milestones and capability gaps

Pillar 4: Tech Stack

Which marketing tools are you currently using?

Select all that apply. Gartner's 2024 report shows the average B2B marketing stack has 12-18 tools.

CRM (Salesforce, HubSpot, etc.) Marketing Automation Analytics Platform CMS / Content Platform Social Media Management SEO Tools Paid Ad Platforms Other Tools

Pillar 4: Tech Stack

How well-integrated is your marketing technology stack?

HBR found companies with fully integrated stacks achieve 36% higher customer retention and 28% faster revenue growth.

Tools operate in silos

No integration; manual data transfer between systems

Basic integrations exist

Key tools connected (e.g., CRM ↔ email) but gaps remain

Most tools integrated

Core systems sync bidirectionally with minimal manual work

Fully unified data infrastructure

Single source of truth; real-time data flows across all systems

Pillar 4: Tech Stack

What percentage of your marketing processes are automated?

McKinsey research shows marketing teams that automate 40%+ of workflows achieve 50% higher productivity per employee.

Little to no automation (<10%)

Manual processes dominate; heavy operational burden

Some automation (10-30%)

Email drips, basic lead scoring, scheduled social posts

Moderate automation (30-50%)

Campaigns, reporting, and lead routing largely automated

High automation (50%+)

AI-driven personalization, predictive analytics, self-optimizing campaigns

Pillar 5: Measurement & ROI

Can you accurately track marketing's contribution to revenue?

Gartner reports that only 23% of B2B CMOs can definitively prove marketing ROI with closed-loop attribution.

No revenue tracking

Can't connect marketing activity to pipeline or closed deals

Lead-level tracking only

We track leads generated but not downstream revenue impact

Pipeline influence visible

Can see marketing-sourced and influenced pipeline in CRM

Full closed-loop revenue attribution

Can attribute revenue and ROI to every channel, campaign, and touchpoint

Pillar 5: Measurement & ROI

How often do you formally review marketing performance?

BCG data shows high-performing B2B teams review metrics weekly and conduct strategic reviews at least monthly.

Rarely or never

No regular cadence for performance reviews

Quarterly reviews

Check performance once per quarter

Monthly reviews

Regular monthly deep-dives with leadership

Weekly + monthly cadence

Weekly tactical reviews plus monthly strategic retrospectives

Pillar 5: Measurement & ROI

What's your biggest marketing challenge right now?

Deloitte's 2024 CMO Survey identifies consistent themes across revenue stages; understanding yours helps tailor recommendations.

Generating enough qualified pipeline

Volume and quality of leads are below targets

Proving marketing ROI

Can't clearly demonstrate impact on revenue

Limited budget or headcount

Too much to do with too few resources

Unclear strategy or direction

Lack of cohesive plan and prioritization

Marketing Maturity Assessment

How would you describe your marketing strategy documentation?

Which channels are you actively investing in?

How do you measure channel ROI?

How is your marketing team structured?

Do you leverage fractional or external marketing support?

What are your marketing hiring plans for the next 12 months?

Which marketing tools are you currently using?

How well-integrated is your marketing technology stack?

What percentage of your marketing processes are automated?

Can you accurately track marketing's contribution to revenue?

How often do you formally review marketing performance?

What's your biggest marketing challenge right now?

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