The 5-Minute Marketo Audit
You don’t need a week-long deep dive to find the biggest gaps in your MAP. In fact, you can learn a lot about the health of your Marketo instance in just five minutes, if you know where to look.
This isn’t about being perfect. It’s about knowing if your setup is helping you hit your goals, or quietly getting in the way.
Let’s get into it.
1. Program Channels & Statuses: Can You Measure What Matters?
Pop into your Admin > Tags > Channel settings. Are your channels organized in a way that aligns with how you budget and report? If you’re trying to track campaign ROI but you have 13 different channels for the same event type, you’re in trouble.
Next, check statuses:
Are they consistent across similar programs?
Are successes clearly defined, and do they map to your attribution model?
Quick fix: Align channels to reporting needs, not just program types. And make sure “success” actually means something.
2. Scoring: Are You Prioritizing the Right People?
Check your scoring campaigns. Are they all active? Do they reflect how your sales team defines a good lead today—not 18 months ago?
Ask yourself:
Is the score still being used anywhere?
Are you scoring activity and demographics?
Is it still aligned with your current ICP?
Remember, lead scoring does nothing unless your scoring model actually triggers lifecycle changes or MQL alerts.
3. Lead Source & Last Touch: Attribution Starts Here
If your “Lead Source” and “Last Touch” fields are blank—or wildly inconsistent—you’ll never trust your attribution reporting.
Open a few records:
Is Lead Source being stamped consistently, for every new lead?
How many different values do you have in the Lead Source field? If you have 100+ Lead Sources, it’s almost impossible to make meaningful decisions using that information.
Is Last Touch capturing meaningful campaign activity?
Are UTMs or referrer data making it in from forms?
Hint: Even the best attribution tools are useless without clean inputs.
4. Lifecycle: Is Anyone Moving?
Open your lifecycle program. Are people progressing through stages like MQL > SAL > SQL? Or are they sitting in purgatory forever?
Watch for:
Leads stuck in one stage (especially MQL!)
No MQLs at all (uh-oh)
Sales-ready leads with no routing rules
Does your lifecycle program map to an actual Revenue Cycle Model in Analytics? The Success Path Analyzer adds no value unless your lifecycle model has been set up.
Pro tip: Even a basic lifecycle model gives you way more visibility than none at all.
5. CRM Sync: Is the Data Actually Making It to Sales?
Check the sync status in Admin. Are there sync errors? Is everything syncing on the cadence you expect? Is Marketo seeing updated lead owner info or opportunity data?
Now go to Integrations > Salesforce / Dynamics. Check the sync backlog trend and look for any recent sync errors.
Reality check: If Sales isn’t seeing what you’re doing, does it even count?
Bonus: Quick Hits
These don’t take long but can reveal a lot:
Notifications: Any sync or API errors? Fix those first.
Campaign Queue: Is it bloated? You may have too many active trigger campaigns.
Integrations: Anything broken or unused still connected?
Marketable database: What % of your database is actually emailable? Remember, you’re paying for the number of leads in your database, regardless of whether you can actually market to them.
Found a Few Gaps?
Totally normal. But if more than a couple of these hit home, it might be time to go deeper. This five-minute audit is meant to give you a fast read, but a full audit can uncover the hidden blockers costing you revenue.
👉 Want help untangling your Marketo setup? Let’s talk.
