Working template · illustrative example, not a client result
A B2B campaign review that ends with a decision.
Use this record to connect a campaign problem, the available evidence, the next change and sales feedback. Copy it into your own document or print and save it as a PDF from your browser. No signup required.
Download the editable campaign review record (Markdown). Open it in a text editor or copy it into your team document. The fields are blank; the worked example below is illustrative.
Before opening the account
- Decision: what needs deciding? For example, whether measurement needs fixing before reallocating spend.
- Scope: offer, country, audience, channel and observation period.
- Sales cycle: how long have enquiries had to progress?
- Definitions: what counts as a received enquiry, a qualified contact and an opportunity?
- Available evidence: ad account, landing page, CRM and sales feedback. Record what is missing.
A worked decision example
Illustrative scenario: the ad report counts form submissions but cannot show which enquiries sales accepted. That does not yet establish that targeting is the problem.
| Part of the review | Example to adapt |
|---|---|
| Observation | A conversion counts the form submission. We do not yet know whether every enquiry reaches the CRM. |
| Evidence to inspect | A test submission, its event, the matching CRM record and its assigned owner. |
| First action | Verify the end-to-end path and agree what “qualified contact” means. |
| Owner | The marketer checks the event and campaign; the sales lead checks acceptance and qualification. Agree named owners. |
| Check | The test appears once where expected; the CRM shows the owner and next action. |
| Next decision | Review an agreed set of sufficiently mature real enquiries before changing budget. Agree the sample and period. |
Your next-change record
- Campaign, offer and audience
- Complete in your own document.
- Observation window and review date
- Agree with the team.
- Observed problem
- Describe the fact separately from your interpretation.
- Evidence and limits
- Source, definition, time window and missing information.
- Hypothesis and proposed change
- A specific change that addresses the observed problem.
- Owner and dependencies
- Who changes what, required access and what needs to be ready first.
- Decision criterion
- What needs to be observable at the review?
- Outcome and next decision
- Continue, change or stop. Record what remains uncertain.
Checks before judging performance
- Duplicate events, internal tests and spam can distort counts.
- Compare consistent groups and time windows. Recent enquiries may not have completed the sales cycle.
- Platform and CRM reports can use different definitions and attribution windows.
- A missing source remains unknown. Do not allocate it to a channel to complete a report.
- A tracking change can move the count without changing actual demand.
Using the record with your team
Start with the problem most likely to change the next decision. At the review, compare what you expected with what you observed. Keep the date and definitions with the record so the next review can build on the evidence.