Due Diligence - Sales and Marketing
Due Diligence Documents Related to Company Sales and Marketing
By
AnyDB
The Sales and Marketing due diligence template is designed to facilitate the structured collection and review of key commercial data during investment, M&A, or audit processes. It helps companies gather detailed insights into their sales pipelines, marketing performance, pricing strategies, customer metrics, and go-to-market execution.
Suitable for
Description
This template is organized as a comprehensive checklist that includes essential documentation and metrics related to customer acquisition, sales force performance, revenue strategy, and marketing spend. For each line item, teams can attach files, prioritize tasks, record notes, and track progress through completion statuses. Visual indicators make it easy to focus on high-priority items or items still pending review.
It supports multi-team collaboration across sales, marketing, legal, and finance departments to ensure that all commercial data is complete, consistent, and ready for external scrutiny.
Key Data Stored
- Lead Generation Metrics – Breakdown of leads, spend, and conversion rates by source (digital, trade shows, social media, etc.)
- Sales Pipeline and Performance – Historical and current sales data including probabilities and close rates
- Salesperson Metrics – Quotas, booking history, compensation structure, and customer adds per rep
- Pricing Strategy – History of pricing changes and detailed pricing breakdown by product
- Marketing Documents – Sales brochures, white papers, and budget details from past fiscal years
- Customer Analytics – Usage data and acquisition strategy insights including CAC and LTV
- Competitive Landscape – Overview of market competitors and positioning
- M&A Targets and Trends – Identified acquisition opportunities and rationale
- Pandemic Impacts – Commentary on sales/customer trends during events like COVID-19
Business Use Cases
- M&A Commercial Diligence – Helps acquirers evaluate the strength of sales operations and marketing strategies
- Investor Reviews – Offers detailed visibility into customer acquisition and revenue generation mechanisms
- Internal Sales Audits – Allows internal leadership to review and optimize team performance and ROI
- Budget and Spend Optimization – Highlights where marketing investments are effective or need adjustment
- Risk and Opportunity Mapping – Identifies sales and marketing risks as well as potential growth levers
Why This Template is Powerful
- Comprehensive Coverage: Captures all vital sales and marketing components in a single, easy-to-follow checklist
- Data + Documentation: Combines quantitative performance data with marketing materials and strategic context
- Visual Status and Priority Indicators: Makes it easy to focus on what’s important and track what’s missing
- Collaborative Readiness: Built for input from sales, marketing, finance, and executive teams
- External Reviewer Ready: Helps prepare clean, complete data rooms for investors or acquirers
This template is an essential part of the broader AnyDB due diligence suite, enabling companies to present a compelling and transparent story around how they drive revenue and engage customers.