Best Practice Report

Conducting A Campaign Audit

What To Inspect When You’re Inspecting

September 13th, 2021
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Brett Kahnke , Phyllis Davidson , Barry Vasudevan , Marcia Trask

Summary

Planning, implementing, and running integrated campaigns takes a while to do and involves many decisions and people. As the campaign team works through the phases of the Campaign Implementation Process, they should perform three audits to examine planning, messaging, content, governance, and measurement. These audits takes place at corresponding phases of the process. They are similar because they are checking some of the same things, however, as the campaigns progress further into an operational state there are additional areas to inspect. In this report, we describe what B2B organizations should examine for each of the three campaign audits.

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