Template

Campaign retrospective template

After a campaign ends: what it achieved against the goal, what worked, what did not, and what to repeat or change next time — with the numbers in front of everyone.

45 minutesFor The marketing team, the agency if there was one, and salesAgenda room

Change the agenda first

The agenda, with a time for each part

Results against the goal10 min
- Did we hit the number, and what did each channel bring?
What worked10 min
- Which message, channel or idea did better than expected?
What did not10 min
- Where did money or time go without results?
What sales saw7 min
- Were the leads any good?
Keep, change, drop8 min
- What do we repeat, change or never do again?

How the notes read afterwards

A made-up example, so you can see the shape. In a real call each line carries the words that were said and who said them.

Results. 710 demo requests against a goal of 800.

Worked. Webinars brought 40% of demos at half the cost.

Did not. Display ads: $18k, 31 demos.

Sales. Webinar leads converted twice as well.

Next time. Four webinars, no display ads.

Running it well

Show results by channel. An average hides the channel that did all the work.
Ask sales whether the leads turned into customers. A campaign that brought cheap leads who never bought did not work.
Write the lessons where the next campaign's brief will find them.

Ways to change it

QuickTwenty minutes: number, best channel, worst channel, one change.

AnnualCompare every campaign of the year side by side.

When to skip it. Never for a paid campaign; the lessons are what the money bought.

Questions

What is a campaign retrospective?

A review after a marketing campaign of its results against goals, what worked and what did not, and what to change next time.

What metrics should a campaign review include?

Results against the goal, cost per result by channel, lead quality and conversion to customers, and spend against budget.

When should you hold a campaign retrospective?

Soon after the campaign ends, once the main results are in — usually within two weeks.

What happens in the room

Everybody joins from the link, with no account. The agenda sits beside the call and each item fills in with what was said about it, under the name of the person who said it.

More templates

Scope change meetingThe client wants something beyond what was agreed: work out exactly what is new, what it costs in time and money, and decide — together, and in writing — whether to add it.Project closeout meetingAt the end of a project: confirm everything was delivered, hand over what the client needs to carry on, settle what is outstanding, and agree what both sides learned.Client offboarding meetingWhen a client leaves: hand back their data and access cleanly, understand honestly why they are leaving, and part on good terms — they may come back, and they will talk.Sales discovery callLearn how they work today, what they have tried, and what a good outcome is — before pitching anything.Client check-inWhat changed, how it is going against the goals you agreed, and what is next.Quarterly business review (QBR)Once a quarter with a customer: what they got for their money, what did not work, and what the next quarter is for.Customer onboarding callThe first call after somebody buys: what they want to get done, who needs setting up, and the first result to aim for.Sales demo callShow the three things they said they care about, on their own example, and agree what happens next.

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