# Account audit — B2B SaaS

The account audit with the checks a subscription business needs: what proportion of leads were accepted by sales, how much of each named list has been reached, whether routing is still intact, and how spend is distributed across the funnel.

Everything else is the general audit, unchanged. One row per finding, evidence attached, honest severity, one action, one owner, one date.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Work area by area rather than campaign by campaign, so the same check is applied everywhere.
3. Write what was found separately from what should be done.
4. Attach evidence to every finding, with the date range you looked at.
5. Keep severity honest: if everything is critical, nothing is.
6. Agree owners and dates with the people who will do the work, not in their absence.
7. Close findings as accepted where somebody has decided to live with them.

## The columns

**Area** (Text). Which part of the demand generation system this belongs to: campaign structure, lists, routing, lead quality, funnel coverage, reporting, access. Several of these sit outside the ad account, which is the point of grouping them.

**Check performed** (Text). What was looked at, as an action somebody could repeat: the leads joined to their sales disposition, reach measured against list size, a test lead submitted and followed. Repeatable checks are what let two quarters be compared.

**What was found** (Text). The observation with no recommendation in it: acceptance varies this much between campaigns, this proportion of the list has been reached, the test lead arrived unassigned. Stated plainly it can be agreed by both marketing and sales.

**Evidence** (Text). Where it can be seen, with the window: the lead export with sales disposition, the reach figures, the screenshot of the test record. Findings that cross into the sales team's data need evidence or they become a dispute about data quality.

**Severity** (Text). Spending wrongly now, distorting decisions, or untidy. A broken lead route is the first; optimising on cost per lead while acceptance varies widely is the second; campaigns predating the naming convention are the third.

**Impact** (Text). What it is costing, in pipeline rather than in clicks, where the pipeline data supports the estimate. Where it does not, say so: a fabricated pipeline figure is the fastest way for a finding to be dismissed by the revenue team.

**Recommendation** (Text). One action a person can start on Monday: judge every campaign on cost per accepted lead from next quarter, refresh this list, fix this assignment rule. Not improve lead quality.

**Effort** (Text). Minutes, a day, or a project. Changing a reporting view is a day; acquiring a larger account list, or rebuilding routing that crosses three systems, is a project and needs planning rather than a due date.

**Owner** (Text). The person who will do it, by name, and here it is frequently somebody outside marketing: whoever owns the sales platform, the form, or the integration. Agree it with them rather than assigning it in their absence.

**Due** (Date (YYYY-MM-DD)). When the fix is expected, set against the quarter rather than the month. A routing fix is urgent; a funnel coverage correction belongs in the next allocation, and dating it that way stops it being attempted halfway.

**Status** (Text). Open, done, or accepted. Accepted matters here because some findings are structural: a segment with no pipeline data attached may stay that way until a system changes, and that is a decision rather than a backlog item.

**Reviewed on** (Date (YYYY-MM-DD)). The day this finding was checked. Lists, routing and definitions all drift between quarters, so a finding from the last audit may already be fixed, worse, or about a system that has since been replaced.

**Notes** (Text). What the next auditor needs: which integration carries the lead, who agreed the acceptance definition and when, the segment that was deprioritised, the campaign that looks wrong and is deliberate.

## The account audit

| Area | Check performed | What was found | Evidence | Severity | Impact | Recommendation | Effort | Owner | Due | Status | Reviewed on | Notes |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- Every finding separates what was found from what should be done.
- Lead acceptance has been compared across campaigns, not only lead volume.
- List depletion has been measured for every named account list.
- The lead route has been tested, not assumed.
- Spend has been summed by funnel stage.
- Every row has an owner by name and a due date.
- Findings somebody has decided to live with are closed as accepted.