A marketing audit is a comprehensive, systematic,and periodic examination of a company's marketing. It is used to evaluate your marketing assets and activities, and using the resulting analysis to aid your business in planning. An audit should cover both an analysis of the external situation facing the business and a thorough review of internal marketing goals, strategies, capabilities, processes, and systems. The results are actionable recommendations for the company.
There is a LOT to say about marketing audits, so we've gathered some resources you may want to read through.
An article from The Balance SMB offers 5 Reasons to Conduct a Marketing Audit in Your Small Business.
99 Designs wrote about When and Why you should do a marketing audit. "The best kind of audits usually begin at a holistic level, dive into deeper detail and end with a prioritized list of action steps."
AZCentral.com shared an article about SWOT Analysis for Marketing Audits in Organizations that reviews the parts of SWOT. More specifically, evaluating your internal marketing strengths and weaknesses as well as the external market opportunities and threats.