HOW · 01
Score each dimension
0 = broken / unknown · 10 = documented & trusted. Use the checks as prompts.
HOW · 02
Add up your total
Max is 100. The band table tells you what your number means.
HOW · 03
Fix lowest-first
Deliverability and data almost always outrank scoring and ABM. Foundation first.
D01
Admin, security & workspaces
foundation- Roles & permissions follow least-privilege; no shared logins
- Workspaces & partitions match how the business actually operates
- Communication limits are set and deliberate
Your score— / 10
D02
Deliverability & sending health
high-leverage- SPF/DKIM/DMARC aligned; branded sending domain warmed
- Hard bounces are purged on a cadence, not accumulating
- Engagement-based suppression protects sender reputation
Your score— / 10
D03
Database hygiene & segmentation
high-leverage- Duplicates are controlled; a dedupe standard exists
- Marketable vs. non-marketable is defined and enforced
- Partners/customers/competitors separated from prospects
Your score— / 10
D04
CRM sync & field governance
foundation- Marketo ↔ Salesforce sync is clean; no silent sync errors
- Field mapping is documented; source of truth is defined per field
- Sync-triggered automation is intentional, not accidental
Your score— / 10
D05
Lead lifecycle & routing
revenue- A single lifecycle model governs every lead's stage
- Routing hands the right lead to the right owner, fast
- SRL → SAL hand-off has a measured SLA
Your score— / 10
D06
Lead scoring model
revenue- Scoring reflects a real ICP, not a guess from 2021
- Behavioral + demographic scores are separated and tunable
- Score decay & reset rules exist and are respected
Your score— / 10
D07
Campaign architecture & naming
scale- Naming convention + UTM/CID governance is enforced, not aspirational
- Reusable program templates exist for common builds
- List-upload & QA follow a documented SOP
Your score— / 10
D08
Attribution & pipeline reporting
high-leverage- One defensible pipeline number exists across Marketo + SFDC
- Status taxonomy & success flags are standardized
- Reports connect to opportunities, not just opens & clicks
Your score— / 10
D09
Documentation & SOPs
durability- Core processes have SOPs anyone on the team could follow
- A metric dictionary defines every number leadership sees
- The instance would survive its main operator leaving
Your score— / 10
D10
Enablement & exec cadence
durability- Dashboards are trusted and actually used in decisions
- There's a regular readout: what happened, why, next bet
- Marketing & sales share definitions and a feedback loop
Your score— / 10
Total
— / 1000 of 10 scored0–40
Critical — the reporting can't be trusted. Stabilize before scaling.
41–65
Fragile — it works until it's stressed. Foundational gaps remain.
66–84
Solid — a few high-leverage fixes away from real accountability.
85–100
Pipeline-accountable — now ABM & multi-touch actually pay off.
Want the scored version?
I'll run the full 10-dimension audit for you.
A paid Marketo Instance Audit turns this worksheet into a health-scored report with a prioritized remediation roadmap your team can run without me. Book a short intro call and I'll tell you where your fastest wins are.
Book an intro call →