# B2B campaign review and decision record

Blank working record by Rudi Jantos. Adapt it to your process; it is not a client result or a completed audit. No paid software or signup required.

## Scope and definitions

- Review date:
- Offer, market, audience and channel:
- Observation window:
- Typical sales cycle and time this group has had to progress:
- Received enquiry — definition and confirmation source:
- Qualified contact — rule and decision owner:
- Opportunity — definition and system of record:
- Decision this review needs to support:

## Evidence before interpretation

| Source or record reference | Metric or observation | Definition and period | Known limits / missing evidence |
| --- | --- | --- | --- |
| | | | |

Use references to access-controlled evidence rather than copying personal enquiry details into this document. Missing source information remains unknown. Platform conversions, received enquiries, qualification and closed revenue are separate measures.

## Proposed change

- Observed problem (fact):
- Interpretation / competing explanations:
- Hypothesis:
- One proposed change:
- Owner and dependencies:
- Evidence that must be checked before changing spend:
- Review date and decision criterion:

## Review after the change

- What was implemented and when:
- What was observed, with source and period:
- Other changes or reporting differences that affect comparison:
- Sufficient time / data to decide? Why:
- Decision: continue / change / stop / gather more evidence:
- Next owner and date:
- Unresolved questions:

## Checks before drawing conclusions

- Exclude or identify internal tests, duplicate events and spam.
- Compare consistent groups, definitions and time windows.
- Allow for sales-cycle maturity; a recent enquiry may not have reached a decision.
- A tracking repair can change reported counts without changing demand.
- Do not allocate an unknown source to a channel to complete the report.

Source and worked illustrative example: https://rjantos.com/resources/b2b-campaign-review-template/
Campaign support: https://rjantos.com/services/b2b-paid-acquisition/