Before you start planning your marketing efforts, it’s important to take a step back and figure out where you are right now. You want to make decisions that are more than just gut instinct, right? Ideally, you’d base them on what’s actually worked in the past—on the results you’re already seeing.
Marketing retrospective helps you figure out:
- What’s working: ICP, channels, and strategies that are delivering results.
- What’s not working: Where resources are being drained without meaningful returns.
- Where the opportunities are: The areas with the most potential for growth (your most promising experiments or something you know will work)
- What to focus on next: Defining your priorities for the next quarter so you can move from experiments to scalable efforts that deliver impact.
Open a Google Spreadsheet and start putting it all together.
Filling out this template might seem easy, but trust me, it’s one of the toughest things you’ll do. When there’s a lot happening in your marketing, it’s so easy to get lost or slip into autopilot. This exercise is designed to help you stay focused and keep your thoughts from scattering in a million directions.
Here’s my advice: don’t rush it.
Break it into smaller steps over a few days. Take your time, revisit it, and let your insights settle. You’ll likely need to look at it multiple times before you reach clear conclusions from your retrospective.
Also, check out our guide on how to run an end-year retrospective and build a marketing strategy for the next quarter.
