Marketing audit framework

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A framework that is helpful when doing a marketing audit.

A framework that is helpful when doing a marketing audit.

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  • 1. Marketing Audit Framework
  • 2. Marketing Audit1) Internal Marketing Environment. (what resources are at hand?)MEN (available manpower and skills) Who do we have on deck? Where do they excel? Are the right people in the right roles? How is the team organized? Product or Solution driven Market or Target driven?
  • 3. Marketing Audit1) Internal Marketing Environment. (what resources are at hand?)MONEY (available financial resources) Is there a budget? How is it allocated and tracked? What is covered?
  • 4. Marketing Audit1) Internal Marketing Environment. (what resources are at hand?)MACHINERY (available processes or equipment). What is our marketing planning process? How does team interface with other internal functions? How effective are the customer facing processes? How effective are we at CRM?
  • 5. Marketing Audit1) Internal Marketing Environment. (what resources are at hand?)MINUTES (available production time) How efficient is the marketing team? How effective is the marketing team? Are the right people in the right roles?
  • 6. Marketing Audit1) Internal Marketing Environment. (what resources are at hand?)MATERIALS (production factors). What hurdles do we face? Are marketing materials current and accurate ? What is in the new product pipeline? Are the marketing communications right? How effective and efficient is distribution? Is this a “red flag”
  • 7. Marketing Audit2) External Marketing Environment. (what impacts us?)What is the nature of our ‘customer’? What are their needs and how do we satisfy them? What do customers value and how do we provide that value?„? What is buying process and are we aligned? What is our brand equity and customer loyalty to the brand? Are we positioned in alignment with our targets?
  • 8. Marketing Audit2) External Marketing Environment. (what impacts us?)What is the nature of our competition? Do we know their relative strengths and weaknesses? Do we understand the marketing plans and strategies of competition.? How are we gathering information? How is this tracked? Where is it shared?
  • 9. Marketing Audit2) External Marketing Environment. (what impacts us?)What is the nature of our market environment(s)? Do we understand consumer trends in our markets? Are we evolving to meet these trends? What are the social, cultural and political trends in each market? What is the demography of end user consumers? Where does technology play a part and what part? Does our communication use that technology and media.? What are the economic realities of our markets? What are the political realities of our markets?
  • 10. Marketing Audit3) Review Current Marketing Efforts. (baseline check, set expectations)Where do we stand, what do we expect What are current marketing objectives? What are current marketing strategies? Is the marketing process being managed effectively? Are we on budget for marketing efforts? Are we meeting objectives? Are marketing plans implemented effectively?
  • 11. LinkedIn Profile- Click Herewww.graham-mcinnes.com