Marketing Audit Checklist Template - Free Download
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Marketing Audit Checklist
Marketing Effectiveness
Conduct an overall review of the marketing plan
List contributing factors that impacted the business
Conduct a review of satisfaction scores
Gather market intelligence on customer satisfaction
Trend comments from consumer satisfaction data
Trend comments from physician satisfaction data
Identify aspects of the plan failing to meet objectives with specific recommendations for improving next
year's performance.
Performance based intended ROI
Map expense dollars to expected outcomes
List any variances
Track performance -advertising and promotional events
Track performance -sales team activities through volume data
Track performance-sales team activities through physician referral data
Review if marketing plan achieve stated financial goals
Review if sales plan achieve stated financial goals
Evaluate systems in place to calculate ROI Are they working
Review your integration with the service-line leaders, their volumes and revenues within their data
capture.
Determine the percent of revenue that is recurring
Map recurring revenue to any marketing or sales activities.
Evaluate if outcome data is available to the division
Determine ways to seek this information on a regular basis.
Determine if the sales team is executing the sales plan and the supporting marketing plan with
measurable objectives and tactics
Evaluate how well are you measuring consumer activity
Review your current integration with the call center and Web site.
Evaluate all consumer touch points making sure there are mechanisms in place to successfully monitor.
Identify aspects of the plan failing to meet objectives with specific recommendations for improving next
year's performance.
Strategy
Evaluate how the competition affected performance of planned referral/volume criteria
Evaluate if the current value of the brand is in place for each product/service.
Map out the each product identity your services are portraying before going to market.
Assess whether customer service is delivering on the promise and create lasting value.
Test service readiness and operational readiness.
Audit materials and messages- are they offering benefits to your customers
Audit materials and messages – are they providing value for your sales team
source: corporatehealthgroup.com
