Marketing Operations Audit Framework

# Marketing Operations Audit Report ## Executive Summary The marketing organization demonstrates strong creative capabilities and channel execution but lacks integrated data infrastructure and formalized process governance. Technology investments are fragmented across seven platforms with minimal integration, creating reporting delays and limiting attribution accuracy. Team structure is channel-focused rather than outcome-focused, and critical skills gaps exist in marketing analytics and martech administration. ## Dimension 1: Technology & Martech Stack **Current State:** The organization uses seven disconnected platforms (HubSpot, Marketo, Google Analytics, Salesforce, Tableau, Hootsuite, Unbounce) with limited API integration. Data flows manually between systems, creating 2-3 day reporting delays. **Key Strengths:** - HubSpot and Salesforce integration enables lead tracking - Tableau provides visualization capabilities - Platforms individually are best-in-class for their function **Critical Gaps:** - No unified customer data platform (CDP) creates single-customer view gaps - Attribution data fragmented across three systems - Marketing automation and social management lack integration **Recommendations:** 1. [HIGH] Implement customer data platform (Segment or mParticle) to unify data sources—6 week implementation, enables real-time reporting 2. [HIGH] Establish API connections between HubSpot, Salesforce, and analytics—2 week implementation, reduces manual data entry by 40% 3. [MEDIUM] Audit and consolidate social media management to single platform—3 week implementation, improves posting consistency 4. [MEDIUM] Develop martech governance policy defining tool ownership and integration requirements—2 week implementation **Estimated Impact:** 50% reduction in reporting time, improved attribution accuracy, 30% faster campaign insights **Timeline:** Quick wins (API connections) in weeks 1-2; CDP selection and planning in weeks 3-6; implementation in months 2-3 ## Dimension 2: Process & Workflow Efficiency **Current State:** Campaign development averages 6 weeks from concept to launch. Approval workflows are email-based with unclear authority. No standardized project management system exists. **Key Strengths:** - Creative team produces high-quality assets - Channel teams coordinate informally but effectively - Regular campaign review meetings occur **Critical Gaps:** - Campaign briefs lack standardized template, causing rework - Approval authority undefined, creating delays - No project management tool; status tracked via email threads - Handoff between strategy and execution lacks documentation **Recommendations:** 1. [HIGH] Implement project management system (Asana/Monday) with standardized campaign workflow—3 week implementation, reduces cycle time to 4 weeks 2. [HIGH] Create campaign brief template with required elements and approval authority matrix—1 week implementation 3. [MEDIUM] Establish weekly workflow review to identify bottlenecks—ongoing, identifies 2-3 process improvements monthly 4. [MEDIUM] Document handoff procedures between strategy, creative, and execution teams—2 week implementation **Estimated Impact:** 33% reduction in time-to-launch, improved stakeholder clarity, 20% increase in campaign output capacity **Timeline:** Template and authority matrix (week 1); tool selection and setup (weeks 2-4); team training and optimization (weeks 5-8)