A short document aimed to onboard new marketing hires in a snap. Similar to a marketing plan, without the fluff. Also, should serve as a reference point for marketing decisions/analysis.
Vision: What is your vision as a company? (1 sentence)
Mission: How will you achieve your vision? (1 paragraph)
A quick overview of the competitive landscape, where customers view your product.
What campaigns have worked in the past? What campaigns are planned for the future? What has worked? What has failed?
What key phrases/keywords have resonated with customers? What keywords are you trying to win online? (SEO)
What forms of media are you using to market your company? Provide examples of traditional and online media (Adwords, FB Ads, Brochures, etc)
What metrics matter most to your company? What metrics should the marketing team focus on?
What is the cost of acquiring new customers? Which channels are most profitable?
What is your marketing budget? How much/month can you spend on PPC? Tradeshows? You get the point.