What this checklist covers
The Marketing Campaign Execution Checklist is a 15-point scorecard for campaign rollout timing, dealer-side execution, and reporting discipline at the point of activation. 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: Execution audits are most valuable in the first 48–72 hours after campaign launch, when rollout gaps are still fixable. Auditing execution only at campaign close turns this into a compliance record rather than an operational tool — by then, missed activation windows can no longer be recovered.
The checks
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Rollout timing and dealer participation
- Was the campaign activated at the dealership within the rollout window specified by the central marketing team?
- Did the dealer confirm participation and readiness ahead of the campaign go-live date, rather than activating reactively after launch?
- Were all campaign-eligible departments (sales, service, parts, as applicable) briefed and activated in parallel, not just the lead department?
- Is a rollout completion confirmation submitted by the dealer to the marketing team within the required timeframe?
Posm placement and offer communication
- Is POSM placed in the exact locations specified in the campaign rollout guide, not substituted with prior campaign positions?
- Are all required POSM elements (banners, standees, counter cards, digital assets) present, with none missing from the kit?
- Is the campaign offer being communicated to customers using the approved script or talking points, rather than an informal paraphrase?
- Are staff able to correctly state the offer validity period and eligibility criteria when asked during the visit?
Digital alignment and lead capture
- Is the campaign live on the dealership's local digital channels (social media, WhatsApp broadcast, local website page) within the rollout window?
- Are QR codes, landing pages, or digital lead forms associated with the campaign tested and functional at the dealership?
- Are campaign-generated leads tagged correctly in the CRM to allow accurate attribution and reporting?
- Is campaign-specific stock or inventory (if applicable) correctly flagged in the system before the campaign goes live? EXECUTION REPORTING
- Is daily or weekly execution status (POSM placement, lead volume) reported to the regional marketing team as required?
- Are execution gaps (delayed rollout, missing POSM) flagged and resolved within the campaign period rather than only noted in the post-campaign review?
- Is photographic evidence of campaign activation (POSM placement, showroom setup) submitted as required by the rollout guide?
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
