Download the editable marketing checklist (CSV) ↓
No email required. An editable working resource.
Use the checklist with a real program
Choose one offer, audience and planning period. A company-wide review can be useful later, but a bounded program makes missing evidence easier to identify. Bring marketing, sales and the relevant delivery owner into the review.
The checklist is an original planning aid. It is not a certified audit, a validated score or a description of a standard NCMC engagement. Download the editable CSV to record evidence, status, owner and next action.
Review the foundations
| Check | Evidence to retain |
|---|---|
| Business objective is explicit | Decision, constraint and responsible owner |
| Target audience is defined | Inclusion and exclusion criteria |
| Problem is supported | Recent customer evidence and alternatives |
| Value proposition is credible | Claim, proof and limitations |
| Buying process is understood | Roles, decisions and unresolved barriers |
| Offer has an appropriate next step | What the buyer receives and contributes |
Market research and journey research provide useful foundations for these questions. The checklist itself does not establish that an assumption is true; it helps identify the evidence needed.
Review the operating path
| Check | Evidence to retain |
|---|---|
| Channel roles are clear | Purpose and expected contribution |
| Sales handoff works | Trigger, owner, context and exceptions |
| Delivery can fulfill the promise | Capacity and implementation responsibilities |
| Claims are reviewed | Source and approval ownership |
| Measurement is defined | Formula, grain, cohort and source |
| Learning has a process | Review rule, decision log and owner |
Prioritize the gaps
For each unresolved item, ask whether it could invalidate the next investment or merely improve execution. Address consequential uncertainties first. A missing audience decision may deserve attention before a visual refinement or an additional channel.
Do not add the checks into an arbitrary readiness percentage. A critical unsupported requirement can matter more than many completed administrative items. Keep the nature of each gap visible.
Convert review into action
Choose a small set of actions the team can complete with available capacity. Record the evidence to collect and the decision it will inform. At the next review, inspect what changed and whether the action reduced uncertainty.
Use the same record to preserve reasons for proceeding, narrowing or stopping work. A checklist is valuable when it improves a choice. It should not become a recurring ritual that produces a better-looking status report without resolving the underlying problem.