MarketingProf columnist Christine Slocumb has published a Guide to Auditing a Marketing Department. Thidis guide is aimed at helping B2B marketers audit their marketing departments.

Slocumb says, “The word “audit” may strike fear in the hearts of taxpayers, but it shouldn’t scare marketers. Conducting an audit of your marketing department can be a fruitful—even fun—exercise. Finance departments undergo annual reviews, but too few marketing departments bother to do the same, which means your entire business might not be running as efficiently as it can be.

The Main Reason to Audit Your Marketing Department

The success of your company rests on the quality of both your marketing strategy and its execution. Whether you have a marketing budget of $50K or $50M, you can benefit from a structured audit process. I’ve audited marketing departments that range from B2B startups to Fortune 50 companies. Here are two examples of the types of results an audit can produce.

Real-World Marketing Audit Success Story 1: Conducting a Post-Merger Marketing Audit

Before melding your marketing teams or making personnel cuts after a merger, it’s critical to assess the strengths and weaknesses of each organization”.

The Fearless B2B Marketer’s Guide to Auditing Your Marketing Department


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