A successful marketing audit must have the following elements:
Comprehensive - The marketing audit covers all the major marketing issues facing an organization, from business strategies that lead to marketing initiatives to tactical digital performance.
Systematic - The marketing audit involves an orderly sequence of diagnostic steps covering the organization’s marketing environment, internal marketing system, and specific marketing activities. The diagnosis is followed by a corrective action plan involving both short-run and long-run proposals to improve the markets.
Independent - The marketing audit must be conducted by an outside party who has sufficient independence from the marketing department to maintain transparency and trust throughout the process and attain top management’s confidence and objectivity.
Periodic - To maintain the marketing operations of the organization functioning at a top level consistently, the marketing audit should be carried out periodically instead of only when there is a crisis.