BRANDARCHWAY / FREE VALUE
Marketing checklist
Connect your message, customer journey, measurement and the people doing the work.
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Company: ____________________ Review date: ____________________
Before you start
Your website, main offer and current marketing question. Bring an overview of active channels, how enquiries are followed up and who owns the work. Share results if you have them.
Use the same reporting period when comparing results. Record unknowns as unknowns. Keep customer details out of shared worksheets.
CHECK 1 / 4
Make the offer understandable
Can a prospective customer explain what you help them do?
Read your homepage and one campaign as if you have never met the business. Identify the audience, the problem, the offer and the next step.
Next step: If those answers are vague, rewrite the opening in plain language. Ask someone unfamiliar with the business what they understood, without explaining it first.
CHECK 2 / 4
Walk the route to a conversation
What happens after somebody shows interest?
Test your website's enquiry route. Trace where the message goes, who responds and what the person receives next. Include requests from paid and organic channels.
Next step: If a handover has no owner, assign one and write down the next action. Repair a broken form or missing follow-up before sending more visitors to it.
CHECK 3 / 4
Connect activity to outcomes
Can your team explain which work creates useful opportunities?
Place your active channels, time spent, costs, enquiries and sales feedback next to each other. Mark missing information instead of filling it with assumptions.
Next step: Choose the most important unanswered question and the smallest measurement change that would help answer it. Avoid adding a dashboard without a decision it will support.
CHECK 4 / 4
Give the work a home in your team
Could someone else repeat the task next week?
Pick one recurring task. Find its owner, account access, working instructions and review step. Identify where a playbook or AI support could reduce repetitive work.
Next step: Write a short playbook: goal, inputs, steps and approval. Let AI help prepare a draft where useful, while a person checks accuracy, brand fit and the final decision.
Choose one change
Choose the issue blocking a useful customer action or preventing you from judging the work. If evidence is missing, finding it can be the first action.
Keep this decision in a short playbook. AI can help organise non-sensitive notes or prepare a draft; a person verifies the evidence and approves the change.