{"id":1725,"date":"2023-01-23T15:00:00","date_gmt":"2023-01-23T20:00:00","guid":{"rendered":"https:\/\/dev.ironmarkusa.com\/audit-marketing-collateral-2023\/"},"modified":"2025-08-29T15:39:54","modified_gmt":"2025-08-29T19:39:54","slug":"audit-marketing-collateral-2023","status":"publish","type":"post","link":"https:\/\/ironmarkusa.com\/audit-marketing-collateral-2023\/","title":{"rendered":"How to Audit Marketing Collateral for 2023"},"content":{"rendered":"\n

Your sales team is one of the most important touchpoints of your brand. On the front lines each day, they are powerful tools for selling success. They make real and lasting connections with those who are making important decisions about their business. However, they\u2019re often sent out to represent your brand with less-than-ideal sales tools. Whether you need to update your brochures, are relying on stale catalogs, or are getting by with old sales presentations \u2013  irrelevant or out-of-date marketing collateral can do more harm than good. As we welcome the new year, it\u2019s the perfect time to make sure that your marketing materials are ready to help your 2023 sales team seal the deal.<\/p>\n\n\n\n

Why Update Your <\/span>Marketing Collateral<\/span>?<\/span><\/h2>\n\n\n\n

It\u2019s important for your marketing to consistently reflect your brand. As your brand evolves, your messaging needs to stay aligned. A disconnect between the two is confusing and off-putting to customers. Nowhere is this more critical than with the team that is taking your message to these customers. Not only do outdated materials undermine the sales teams\u2019 feelings of competency, but they are often left behind to circulate at the customer business. A poor impression (or worse yet, first impression) can have repercussions felt throughout the organization. Even something as simple as an outdated sales sheet can negatively impact the perception of your company. That\u2019s why it\u2019s important to conduct a regular marketing collateral audit\u2014so that both marketing and sales teams are aware of what is being shared, and what is available to be shared.<\/p>\n\n\n\n

Related: The Power of Aligning Your Marketing and Sales Teams.<\/a><\/strong><\/p>\n\n\n\n

How Often Should You Audit?<\/span><\/h2>\n\n\n\n

How often you conduct an audit of this scope is based on several factors. If your marketing collateral needs to be updated quarterly to keep up with your products and services (and the market), then a quarterly audit is imperative. Many companies benefit from an audit every three to six months. However, if the need for a message update isn\u2019t as frequent, they can conduct one annually. Once you have a system in place, it\u2019s easy to keep your sales team outfitted with your most up-to-date marketing collateral. Whether you use a document management system (DMS), e-commerce marketing portal, or some other asset management tool, you can keep all print and digital material organized, searchable, safe, and consistent. <\/p>\n\n\n\n

What Marketing Materials Matter?<\/span><\/a><\/h2>\n\n\n\n

When conducting an audit, cast as wide a net as possible. If a digital or print piece is something that your sales team can use in their process, it should be included in the audit. Here are some examples (including some you might not traditionally consider):<\/p>\n\n\n\n