This Excel spreadsheet template steps you through around 40 strategic questions you need to ask to help review how well a business is making use of digital marketing now so you can plan and implement improvements in the future using a digital strategy and roadmap.
Dave Chaffey originally developed this spreadsheet when consulting to use collaboratively when completing interviews with digital stakeholders
Now it's popular with our Expert members for completing similar interviews with stakeholders or in a group review session, for example between agency and client. It can also be completed quickly by a manager reviewing current weaknesses in digital marketing for a business to show the gaps and what needs to be improved.
To use the spreadsheet, simply score the digital capability on a scale of 1 to 5 using the drop-down selection of options and a Radar diagram will be automatically created to summarise areas needing improvement.
We’ve designed this audit spreadsheet to be as flexible as possible, so it can be applied for different types of businesses and roles:
The 40 questions are grouped to assess capabilities across the Smart Insights RACE planning framework of online marketing activities to manage:
For each question and answers, recommendations links give an index of key Smart Insights resources you can follow-up on to improve your digital capabilities.
Smart Insights has helped us take the right decision on a variety of occasions and we actively use its content to justify our marketing initiatives and spend.
Joao da Costa, Marketing Officer at Southbank International School
We are at the early stages of our digital marketing journey, Smart Insights templates and tutorials help us check and learn as we go.
Stuart Sykes, Digital Marketing Manager
Smart Insights is one of the best digital ‘tools’ on the internet today. It has been a great asset as a channel of advice and insight, helping me to deliver an all-encompassing digital strategy.
Jennifer Law, E-Communications Manager, National Pharmacy Association
Plus access 100+ resources in our Digital Marketing Library to Plan, Manage and Optimize your marketing: