The 30-question MarTech review
When I start a new engagement, this is the first thing I run. It takes 2-3 hours and reveals where the real problems are. Use it yourself or share it with your team.
Section 1: Data (8 questions)
- Is your CRM the single source of truth for customer data?
- How many duplicate contacts exist? (Check: HubSpot > Contacts > Manage duplicates)
- Are lifecycle stages defined and consistently applied?
- Is lead source tracked for every contact?
- Do you have a UTM convention? Is it documented?
- Can you trace a lead from first touch to closed deal?
- How old is your oldest unengaged contact? (If >2 years, you have data hygiene issues)
- Are custom properties documented or is it tribal knowledge?
Section 2: Automation (7 questions)
- How many active workflows do you have?
- When was the last time someone reviewed them?
- Do you have zombie workflows (active but no longer relevant)?
- Is your MQL-to-SQL handoff automated?
- Do sales get notified when a high-value lead takes action?
- Are your email sequences up to date?
- Do you have re-engagement workflows for stale leads?
Section 3: Tools (8 questions)
- List every tool marketing pays for (include forgotten subscriptions)
- Which tools have <50% monthly active users?
- Which tools duplicate features already in your CRM?
- What's your total monthly MarTech spend?
- What's the cost per marketing employee?
- Are all tools integrated or do you have data silos?
- Who owns each tool? Is there a single admin?
- When did you last renegotiate a contract?
Section 4: Reporting (7 questions)
- Can your CEO see pipeline performance in real-time?
- Do you have a weekly marketing dashboard?
- Is attribution set up and trusted by both marketing and sales?
- Can you calculate CAC by channel?
- Do you report on revenue, not just MQLs?
- Are reports automated or manually built each week?
- When was the last time you validated your data accuracy?