Before you ever set up an auditing system to gauge your successes, you will need to set specific goals from which to measure from. Many organizations measure success purely by the amount of revenue coming in. Counting pennies will not generate new sales. You must also keep track of the number of qualified customers you have leads on, and determine how many of them become actual customers. Of course, you will need to be continually adding to the list, so that the future will hold more sales. The bottom line is you must gauge your success by respondents to your marketing efforts, as well as actual sales.

When you have determined just what it is you are measuring, then develop a system to help you track the results. Each organization will have different needs and will develop different methods for tracking them. An overall view of your marketing processes will give you excellent insight into the status of your industry, your market share, what your customers want, how to improve your products/services and to outshine your competitors.