Campaign Postmortem

Use When

A marketing team needs to understand what happened in a campaign and turn the learning into better next-cycle decisions.

Workflow

1. Confirm campaign name, date range, goals, channels, and audience.
2. Gather approved source material: brief, launch plan, project notes, performance data, meeting notes, and team feedback.
3. Build a timeline of major decisions, launch events, results, and follow-up actions.
4. Compare goals to actual results with source references.
5. Separate observations from interpretations.
6. Identify what worked, what did not work, root causes, and open questions.
7. Recommend what to repeat, change, or stop.
8. Add an action register with owners, dates, and unresolved decisions when available.

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