Don’t confuse the marketing audit with the concept of the financial audit in which CPAs verify financial worth precisely. There is no assumed worth. Begin with a 0, not with existing assets or liabilities. Every aspect of last year’s marketing program goes on trial for its life. Don’t accept the conventional wisdom about clients or the environment. Beware of any myths in your organization-- and challenge them. Don’t assume the future funding of any item until you have thoroughly evaluated its contribution.

By circulating the Zer0-based Marketing Audit among your key staff members and stakeholders, you will gain feedback about the previous year’s plan and events. The coming year will thus be guided by experience and clear thinking about what works and what does not.

NOTE: The PDF document with The Zer0-based Marketing Audit was created in Acrobat 8 Professional. It can be saved to any computer and any user with Adobe Reader 8 (a free download) can fill out and save their responses, as well as mark up and comment on PDFs that have been filled out by staff members.

Click to purchase the Zer0-based Marketing Audit Premium pdf file for $4.99.