Campaign Retrospective (Global)

A retrospective is not for assigning blame — it is how the team and the system get better after every campaign. The best insight comes from failure, but only if it is safe to speak honestly. A retro with no action is wasted time: every lesson must become one concrete change in the playbook, the Brand Hub, or the process.

Information gathering

Ask up to 4 questions:

1. Which campaign, and over what dates? Name, start and end dates, original objective.
2. Final data: revenue, leads, CPA, ROAS, spend — final numbers versus target. (If a report already exists from 07-marketing-report-global, use it as the input.)
3. Who attends the retro? Content, performance, design, sales, leader?
4. How long ago did the campaign end? Run the retro within 5 days of the end, while memory is fresh.

Principles