What this checklist covers
The Marketing Asset Management Checklist is a 15-point scorecard for approved creative assets, dealer access, version control, and outdated asset removal. Each criterion is scored from 1 to 5 on what the auditor sees on the day, and every gap goes into an action plan with an owner and a close date.
AutoSmart tip: Asset management audits should check what’s actually stored on dealership computers, shared drives, and printed stock — not just what the central distribution platform shows as ‘current’. Outdated local copies surviving alongside the latest version is the most common root cause of off-brand or expired material reappearing in showrooms.
The checks
Tap Yes, No or Maybe to try it: your answers stay in this page and clear when you refresh. For a detailed walkthrough, download our PDF or book a demo.
Asset availability and approval
- Are current brochures, creatives, and campaign guides for all active models and offers available to the dealership without delay?
- Have all locally used marketing assets (creatives, images, videos) been formally approved by the central marketing team before use?
- Are video and digital assets (product films, social content) provided in the correct format and resolution for the dealership's intended use (screen, social, print)?
- Is a complete campaign guide (usage instructions, placement requirements, do's and don'ts) provided alongside every asset pack?
Dealer access and distribution
- Do relevant dealership staff have working access to the central digital asset library or distribution platform?
- Is a defined process in place for dealership staff to request assets not already available in the standard distribution pack?
- Are asset downloads or distributions logged, allowing the marketing team to confirm which dealers have received current materials?
- Is technical support available to dealership staff who encounter issues accessing or using distributed digital assets?
Version control
- Is each asset clearly labelled with a version number or date, allowing staff to confirm they are using the current version?
- Is there a single source of truth (one platform/folder) for current assets, rather than multiple unsynchronised distribution channels?
- When an asset is updated or superseded, is the previous version automatically removed or clearly marked as outdated in the distribution platform?
Outdated asset removal and governance
- Are dealership staff notified proactively when an asset they have previously used becomes outdated or is withdrawn?
- Is a routine audit conducted of dealership-held marketing assets (local drives, printed stock) to identify and remove outdated material?
- Is asset usage compliance (correct version, approved use) checked during routine showroom or campaign visits?
- Is a documented asset retirement process followed when a model, campaign, or offer is discontinued?
How to run it
How the scoring works
Before the visit, fill in the dealer or centre, the auditor, the date and the audit cycle. Then score each of the 15 checks from 1 to 5 on what you see on the day, not on what the site aims for, and add them up out of 75.
- 1Not in place
- 2Attempted
- 3Defined
- 4Managed
- 5Fully sustained
- Green60–75 · 80–100%Compliant. Keep the standard.
- Amber38–59 · 50–79%Improvement needed: a structured action plan within 30 days.
- Red0–37 · Below 50%Priority intervention, escalated to regional management.
Then close every gap
Each gap goes into the action plan tracker and moves through four stages until the auditor closes it.
- 1PendingOwner and close date set
- 2In progressWork under way, evidence gathered
- 3CompletedEvidence submitted for review
- 4ApprovedVerified and closed by the auditor
