End-of-Year Marketing Foundations Checklist


By Michelle Voznyuk, Marketing Specialist at Heinz Marketing

With the end of the year quickly approaching, you’re likely in the middle of 2022 planning. As you get ready to close out Q4 and prepare for next year, it’s a good idea to look at your marketing foundations to determine if there are any areas in need of a refresh.

To help you evaluate, take a look at the checklist below.

 Focus Area
Checklist Item
 Target Market
Our ideal customer documentation is up to date, including:

  • Demographics
  • Firmographics
  • Buying signals

Persona information is still accurate, and includes answers to the following questions:

  • Who are they?
  • How do they make decisions?
  • What do they care about?
  • Why should they choose our solution?
Messaging is timely and relevant, including:

  • The primary message
  • The main takeaway
  • The challenge messages
  • What pain points the audience is experiencing
  • The benefit messages
  • What our solution helps solve
  • All content is documented and accounted for (either in a CMS or content library)
  • Content used in nurtures and campaigns is still applicable
  • All content links, forms, and email/download triggers are functioning properly
  • Assets 2 years and older have been archived or added to a list to be refreshed/repurposed
 Sales Cycle
  • Sales stages are well defined, documented, and followed by all
  • There is standardization across teams
  • The Buyer’s Journey includes helpful information for how to engage prospects, including:
    • Buying committee members
    • Messaging & content
    • Sales process stages
 Tools &   Technology
  • Tech stack is documented, with tools organized by:
    • Identification
    • Attention
    • Engage
    • Optimize
    • Foundation
    • Orchestration & Planning
  • An audit has been completed to ensure:
    • There is no overlap in tools/capabilities
    • All tools are being used or have a plan to be phased out
 Metrics &   Reporting
  • Key success metrics are agreed upon and understood by all parties involved
  • Reporting process/hierarchy is documented and up to date


I hope you found this list helpful as you craft your strategies and gear up for next year. If you find you need help in the areas above, our team would love to assist. Feel free to reach out to us at anytime.