BRANDARCHWAY / FREE VALUE
Marketing review checklist
Work through these questions with your team. Record what you can show, what is missing and what is unknown. An unknown needs investigation; it is not proof of failure.
Save this file for your team. Use your browser's Print menu to print it or save a PDF.
Company: ____________________ Review date: ____________________
CHECK 1 / 4
Can a buyer understand your offer?
Open your homepage and the page you send prospects to. Read them as someone who does not know your business yet.
- The first screen explains who you help and with what problem.
- The offer says what the customer receives and what happens next.
- Your claims have evidence that a buyer can inspect.
Try this: Ask a colleague outside marketing to explain the offer after reading the page. Note where their explanation differs from yours.
CHECK 2 / 4
Does the journey lead somewhere useful?
Follow one real route from a campaign, search result or social post to an enquiry.
- The message matches the page the visitor lands on.
- The next step works on a phone as well as a laptop.
- Someone is responsible for responding to each enquiry.
Try this: Test your own enquiry route with clearly marked test details. Check where the message arrives and who will pick it up.
CHECK 3 / 4
Can you see what is working?
Put your campaign spend next to the enquiries and sales conversations it helped create. Note what you can and cannot trace.
- Your team can access the campaign and reporting accounts.
- Reports distinguish an enquiry from a qualified opportunity.
- Sales feedback informs the next campaign decision.
Try this: Choose a recent enquiry and trace what you know about its source, follow-up and outcome. Write down any gaps.
CHECK 4 / 4
Could your team run the next step?
Choose a recurring task, such as reviewing a campaign or preparing a post. Look at what the person doing it needs.
- The task has an owner and understandable instructions.
- Playbooks include the audience, brand guidelines and review steps.
- AI-assisted work is checked by someone who knows the business.
Try this: Let a colleague follow the instructions. Record what they still need to ask, then improve the playbook together.
Choose one thing to improve
Start with a broken enquiry route or a missing follow-up owner. If those work, choose the gap that most directly blocks your next campaign or your team's ability to run it. Check an unknown before investing in a fix.
Worked example: An enquiry reaches a shared inbox, but nobody owns the reply. Assign an owner and backup, document the response step, then review the next enquiries together. Check whether each received a response and whether sales had the information it needed.
Let AI help with a task you understand
Use a short playbook as the starting point. For a campaign draft, record the audience, offer, approved facts, tone and next step. AI can prepare a version; the person responsible checks it against the instructions.
Example brief: Help me prepare a campaign draft using the brief below. Use only the facts I provide. Ask about missing information instead of making it up. Return a draft and a list of points I need to check.
Use only material you are allowed to share with the tool. Check the claims, tone and destination link before using the draft. Keep the useful instructions in your playbook.
This is a starting exercise. A connected AI system can carry more of that context into recurring work, while your team stays responsible for the result.