Marketing Operations Audit
Demand Generation & Pipeline Creation
Evaluate your marketing operations maturity across lead management, attribution, campaign execution, and marketing-sales alignment.
Lead Management
How leads are captured, scored, routed, and tracked
Do you have a documented lead scoring model?
Is there a clear MQL definition agreed upon by marketing and sales?
Are leads routed automatically based on defined rules?
Do you track lead response time?
Is there a documented lead lifecycle with defined stages?
Attribution & Measurement
How marketing contribution to revenue is measured
Do you have an attribution model in place?
Can you report on marketing-sourced pipeline?
Can you report on marketing-influenced pipeline?
Do you track cost per lead (CPL) by channel?
Do you measure marketing ROI?
Campaign Operations
How campaigns are planned, executed, and optimized
Do you use a marketing automation platform (MAP)?
Are campaign naming conventions standardized?
Do you have documented campaign templates and playbooks?
Is there a campaign calendar with cross-functional visibility?
Do you run A/B tests on campaigns regularly?
Marketing-Sales Alignment
How marketing and sales work together
Is there a documented SLA between marketing and sales?
Do marketing and sales have regular pipeline review meetings?
Does sales provide feedback on lead quality?
Are marketing and sales using shared definitions for funnel stages?
Does marketing support sales enablement with content and collateral?