63-campaign-retrospective-global

name	63-campaign-retrospective-global
description	Use when a campaign has ENDED and the team needs a structured retrospective — a scorecard against target, what worked, what did not, and why with evidence, surprises, process review, lessons written back into the playbook and Brand Hub, and action items with owners. Trigger on 'campaign retrospective', 'campaign retro', 'post-mortem', 'campaign debrief', 'what worked and what did not', 'the campaign is over, what did we learn'. Also use when a campaign underdelivered and the team is arguing about why. Not for — a periodic performance report, see `07-marketing-report-global`; diagnosing live numbers mid-flight, see `03-performance-eval-global`; the next period ads plan, see `57-next-ads-plan-global`.
metadata	{"version":"1.0.1","category":"operations"}
license	MIT
triggers	["campaign retrospective","campaign retro","post-mortem","campaign debrief","what worked what did not","lessons from the campaign","campaign wrap-up"]
output	File .md — full retrospective: scorecard, what worked / did not / surprises, process review, playbook and Brand Hub updates, input for the next campaign, action items with owners
related	["07-marketing-report-global","60-launch-playbook-global","02-campaign-brief-global","34-ai-marketing-os-global","65-team-performance-review-global"]

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

1. Mandatory after every major campaign. No skipping because the team is busy. No retro means paying tuition without learning the lesson.
2. Record only claims backed by data. "Creative A felt strong" is not an insight; "creative A hit $18 CPA against a $28 account average" is.
3. No individual blame. Talk about systems and process. Everyone has the floor.
4. Every lesson becomes one concrete change — to the playbook, a template, the Brand Hub, or a process — with an owner and a deadline.
5. Document so it still makes sense in 6 months — and link the retro into the next campaign's brief.

Workflow

1. Prepare (before the session)

• Pull final data: revenue, leads, CPA, ROAS, spend, timeline adherence, budget variance.
• Send the data to the team before the meeting — the meeting is for discussion, not for reading numbers.
• Book 60 minutes with a named facilitator (usually the leader). For distributed teams, pick a time that works across the relevant timezones and require written pre-reads from anyone who cannot attend live.

2. Campaign scorecard

KPI	Target	Actual	% achieved	vs previous campaign
Revenue
Leads
CPA