# B2B campaign review

Working framework from The Lead Agency.
https://www.theleadagency.in/b2b-campaign-review.html

Not a client report, validated benchmark or sales forecast. Complete locally.
Do not send personal prospect data or confidential customer records in an enquiry.

## Comparable period and scope
- Period covered:
- Audience and exclusions:
- Proposition:
- Channel:
- Counting unit (accounts / unique people / attempts):
- Qualification and handover acceptance definition:
- Material changes since the previous period:

## Stage counts
- Accounts reviewed:
- Accounts accepted for outreach:
- Unique contacts approached:
- Attempts (separate from unique contacts):
- Replies by meaning:
  - Information request:
  - Relevant interest:
  - Referral:
  - Not now:
  - Not a fit:
  - Stop contact:
- Handovers submitted:
- Handovers accepted:
- Handovers returned and reasons:
- Later sales outcomes confirmed by the sales owner:

## Ratios, if useful
- Metric name:
- Numerator definition and count:
- Denominator definition and count:
- Ratio = numerator / denominator:
- If denominator is zero: not calculable.
- Counting limits and uncertainty:

## Review and decision
- Observed problem:
- Supporting evidence:
- Explanation still to test (not established cause):
- Decision: continue / clarify / change / pause:
- One change to review:
- Owner:
- Review point:
- Receiving sales team's feedback:

These observations do not establish causation or predict revenue.
The template does not submit or store data. Sending an enquiry is your action.