Marketing Audit Template PDF | Review Inherited Marketing Systems
A 33-page workbook for marketers who inherited someone else's marketing and need to understand it before they can improve it.
Enter your email to get the PDF. The workbook is designed to be completed over your first few weeks in a new role.
Work through Parts 1-4 to secure credentials, document vendors and tools, and inventory active campaigns.
Parts 5-6 help you capture current performance metrics and get context from people who know the history.
Use Parts 7-9 to decide what to keep, pause, fix, or kill, then build your 90-day action plan.
When You Inherit a Marketing System You Didn't Build
You just started a new role, or you're a consultant brought in to assess things. Either way, you're looking at campaigns you didn't build, vendors you didn't hire, and tools you don't fully understand. The previous marketer left minimal documentation, and leadership wants results.
Who This Marketing Audit Template Is For
New marketing hires, consultants diagnosing problems, and marketing directors taking over existing teams. Also useful if you've been asked to "figure out what's going on with marketing" before leadership decides what to do next.
If you're building marketing from scratch, there's a separate workbook for that.
How This Marketing Audit Template Differs
Standard audit templates assume you already know where everything is and have context on why decisions were made. This workbook covers the parts they skip: tracking down vendors hidden in expense reports, getting access to accounts the previous person controlled, and having the right conversations with stakeholders who have context you don't.
What's Inside This Marketing Audit Template
Part 1: Getting Access
Checklist for securing credentials to every marketing system: website, analytics, email, ads, social, CRM, and design tools.
Part 2: Vendor Inventory
Where to find vendors, plus documentation for each relationship including contracts, costs, and delivery status.
Part 3: Tech Stack Audit
Tool inventory by category, integration mapping, and total cost calculation to identify redundancies and gaps.
Part 4: Campaign Inventory
Active campaigns plus evergreen and automated campaigns that might be running unmonitored.
Part 5: Performance Baseline
Website, email, advertising, social, and lead metrics to establish where things stand before you start making changes.
Part 6: Stakeholder Conversations
Question frameworks for leadership, sales, customer support, and the previous marketer.
Part 7: Triage
Keep, pause, fix, or kill framework plus quick wins for the first few weeks.
Part 8: Your 90-Day Plan
Days 1-30 (Learn), 31-60 (Stabilize), 61-90 (Build) with goals for each phase.
Part 9: Setting Expectations
Timeline guidance, resource needs, and communication cadence to align with leadership.
Part 10: Comprehensive Checklist
Full audit verification so you know what you've covered and what's left.
Download the 33-page workbook.
Frequently Asked Questions
Common questions about marketing audits.
A marketing audit is a systematic review of your marketing activities, tools, vendors, and performance metrics. It documents what exists, what it costs, and whether it's working. For marketers who inherited an existing marketing function, an audit is the first step to understanding what you're dealing with before making changes.
Start by securing access to all marketing systems and accounts. Then inventory your vendors, tech stack, and active campaigns. Establish a performance baseline using current metrics. Talk to stakeholders who have context you don't. Finally, triage what to keep, pause, fix, or kill based on what you've learned. A structured workbook helps ensure you don't miss anything.
A marketing audit documents what currently exists. A marketing strategy defines where you're going and how you'll get there. The audit comes first because you need to understand what's running, what's broken, and what resources you have before you can build a strategy. Skipping the audit means building strategy on assumptions instead of facts.
Auditing a marketing department goes beyond campaigns and tools. You need to review team structure, vendor relationships, budget allocation, and workflows. Document who owns what, where decisions get made, and which processes are documented versus tribal knowledge. Stakeholder interviews are essential because the org chart rarely tells the whole story.
A content marketing audit inventories all existing content assets, evaluates their performance, and identifies gaps. This includes blog posts, landing pages, lead magnets, email sequences, and social content. The goal is to understand what content exists, what's driving results, what's outdated, and what's missing from your funnel.
A comprehensive marketing audit should include: access credentials for all systems, vendor inventory with contracts and costs, tech stack documentation, active and automated campaign inventory, performance baselines for web, email, ads, and social, stakeholder interview notes, and a triage framework for deciding what to do next.