The Ultimate Marketo Audit Checklist

1Administration and System Health

User Management and Security

• Audit user roles and permissions to ensure appropriate access levels for team members
• Review admin access and verify it’s limited to necessary personnel
• Confirm marketing users have appropriate permissions based on responsibilities
• Check for outdated user accounts that should be deactivated

Evaluate workspace and partition configuration

• Verify workspaces are properly connected to partitions
• Ensure data control mechanisms are functioning correctly
• Document current workspace-partition relationships

Review system settings and limits

• Check smart campaign settings and lead limits to prevent accidental mass sends
• Verify communication limits are established to avoid over-emailing your database
• Confirm SPF/DKIM settings are correctly configured for optimal email deliverability

Database Health and Data Quality

• Assess lead database structure and organization
• Check naming conventions for consistency and clarity
• Review segmentation strategies for effectiveness
• Evaluate demographic field usage and completeness

2Marketing Program Effectiveness

Program Organization and Structure

• Evaluate folder organization and naming conventions
• Check for consistent folder structure across workspaces
• Review program naming conventions for clarity and searchability
• Assess organization of assets within programs

Analyze program templates and standardization

• Verify use of program templates for consistency
• Check for proper program tag and channel configuration
• Assess program clone and reuse processes

Campaign Performance and Optimization

• Assess email marketing effectiveness
• Review email performance metrics (open rates, click-through rates, bounce rates)
• Evaluate A/B testing strategies and implementation
• Check email deliverability metrics and processes

Analyze landing page and form performance

• Review conversion rates on landing pages
• Assess form completion rates and abandonment
• Check mobile responsiveness and user experience

Content and Asset Management

• Review content organization in Design Studio
• Evaluate naming conventions for templates and assets
• Check for duplicate or outdated content
• Assess template management for brand consistency

3Lead Management and Scoring

Lead Lifecycle Management

• Review lead lifecycle definition and implementation
• Evaluate clarity and documentation of lead lifecycle stages
• Check implementation of lifecycle stage transitions
• Assess alignment between marketing and sales on lifecycle definitions

Analyze lead flow processes

• Evaluate lead processing efficiency from creation to qualification
• Review lead routing rules and processes
• Check for bottlenecks or inefficiencies in lead flow

Lead Scoring and Qualification

• Evaluate lead scoring model
• Review demographic and behavioral scoring components
• Assess point values and thresholds for lead qualification
• Check for decay rates for inactive leads

4Analytics and Reporting

Reporting Structure

• Evaluate reporting organization
• Review report naming conventions and folder structure
• Assess report accessibility for different user groups
• Check for duplicate or redundant reports

Key Performance Metrics

• Review lead generation and conversion metrics
• Check tracking of visitor-to-lead conversion rates
• Evaluate lead-to-MQL and MQL-to-SQL conversion metrics
• Assess opportunity and revenue attribution tracking

Advanced Analytics Implementation

• Evaluate use of revenue cycle analytics
• Review implementation of Revenue Cycle Explorer (RCE)
• Check model stages and transitions for accuracy
• Review attribution modeling approaches

5Strategic Alignment and Optimization

Business Alignment

• Assess alignment with business objectives
• Evaluate how Marketo implementation supports key business goals
• Check measurement of marketing contribution to revenue
• Review alignment of marketing KPIs with business metrics

Marketing and Sales Alignment

• Assess lead handoff processes between marketing and sales
• Evaluate use of Marketo Sales Insight tool
• Check feedback mechanisms between marketing and sales teams

Resource Optimization

• Evaluate team skills and capabilities
• Assess Marketo expertise within the team
• Review training and professional development
• Check resource allocation against program needs

Future Planning

• Review enhancement opportunities
• Identify underutilized Marketo features
• Evaluate potential for expanded use cases
• Analyze technology roadmap