Conducting A Campaign Audit

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.