What should your team fix first?

Turn a marketing review into one useful next action.

Work through four checks. Leave with a task, an owner and a way to tell whether it helped. Free to read and use.

Back to Free Value Download the printable checklist Plain-text version (.txt)

For each check, record what you can show, what is missing and what you are unsure about. An unknown is something to investigate, not proof that your marketing is failing.

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 with your teamAsk a colleague outside marketing to explain the offer after reading the page. Note where their explanation differs from yours.

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 with your teamTest your own enquiry route with clearly marked test details. Check where the message arrives and who will pick it up.

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 with your teamChoose a recent enquiry and trace what you know about its source, follow-⁠up and outcome. Write down any gaps.

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 with your teamLet 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.

Name the task and the gap you observed.
Give it an owner and a realistic review date.
Write down what you will check to decide whether it helped.

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 the sales team 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, write down the audience, offer, approved facts, tone and next step. AI can prepare a version; the person responsible checks it against those instructions.

An example brief to try

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.

Audience and their situation:
What we offer and what happens next:
Facts and evidence we may use:
Brand voice and example:
Who reviews the draft:

Fill in the brief with 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 for the next person.

This is a simple starting exercise. A connected AI system can carry more of that context into recurring work, while your team stays responsible for the result.

Get help with your next marketing decision.

You can put the review into practice yourself. If you would like a second pair of eyes, bring the gaps you found to a free marketing check. In a 45-⁠minute call we look at your marketing together and agree three priorities.

Get your free marketing check