Demand Generation Audit Template

FOR EACH ACTIVE CHANNEL, COMPLETE: CHANNEL: [Organic SEO] Monthly leads/MQLs: ___ | Monthly spend (time/money): $___ | CAC from this channel: $___ Conversion rate (visit-to-lead): ___% | Trend: 📈 Growing / 📉 Declining / — Flat Assessment: 🟢 Scaling | 🟡 Optimizing | 🔴 Cutting CHANNEL: [Paid Search — Google] Monthly leads/MQLs: ___ | Monthly spend: $___ | CAC: $___ CTR: ___% | Conversion rate (click-to-lead): ___% | ROAS: ___ Assessment: 🟢 Scaling | 🟡 Optimizing | 🔴 Cutting CHANNEL: [Paid Social — LinkedIn] Monthly leads/MQLs: ___ | Monthly spend: $___ | CAC: $___ CTR: ___% | CPL: $___ | Lead quality score: ___/5 Assessment: 🟢 Scaling | 🟡 Optimizing | 🔴 Cutting CHANNEL: [Content Marketing] Monthly organic sessions from content: ___ | Content-attributed MQLs/month: ___ Top performing content pieces: [list top 3 by leads generated] Assessment: 🟢 Scaling | 🟡 Optimizing | 🔴 Cutting CHANNEL: [Email/Outbound] Outbound emails sent/month: ___ | Reply rate: ___% | Meetings booked/month: ___ CAC from outbound: $___ | Sequence performance: ___/10 Assessment: 🟢 Scaling | 🟡 Optimizing | 🔴 Cutting

WEBSITE MESSAGING AUDIT: □ Homepage hero: Is the value prop clear in 5 seconds? Yes / No / Unclear □ Target customer: Does the site clearly say who it's for? Yes / No □ Proof points: Are there specific metrics/case studies on the homepage? Yes / No □ CTA clarity: What is the primary conversion action? (Demo / Trial / Contact / Content) □ Mobile experience: Is it optimized for mobile? Yes / No CONTENT LIBRARY AUDIT: □ Total published pieces: ___ □ Pieces ranking on Page 1 for target keywords: ___ □ Pieces generating 100+ organic visits/month: ___ □ Pieces with internal links to conversion pages: ___ □ Last content audit/update date: ___ MESSAGING CONSISTENCY CHECK: □ Does homepage messaging match what SDRs say on calls? Yes / No / Partially □ Does the demo follow the same messaging pillars as the website? Yes / No □ Is there a documented messaging guide that everyone uses? Yes / No MESSAGING SCORE: 3 'No' answers or more = messaging crisis — document your positioning before touching any channel

ATTRIBUTION SETUP REVIEW: □ UTM parameters used consistently across all paid campaigns? Yes / No □ CRM source field populated for all leads? Yes / No (check: what % have 'unknown' source?) □ Marketing attribution model defined? (First touch / Last touch / Multi-touch / Linear) □ Marketing-sourced vs. marketing-influenced pipeline: defined and tracked? Yes / No □ Monthly/quarterly marketing reporting to leadership? Yes / No □ A/B test results documented and actioned? Yes / No ANALYTICS SCORE: 2+ 'No' answers = your marketing decisions are based on gut, not data.