Marketing Campaign Post-Mortem Report Builder
Why This is an Opportunity
Post-mortems are universally acknowledged as valuable but rarely executed because the activation energy is too high. The workflow problem isn't analysis — it's assembly and formatting. Marketers have the data in their heads and in platform dashboards, but synthesizing it into a document feels like busywork. A form-based app with structured fields (goal metrics, actual metrics, key wins, key failures, action items) that auto-calculates variances and outputs a polished PDF or shareable link solves the friction. Pure CRUD with a report template engine. Could also include a searchable archive of past post-mortems so teams can reference historical learnings.
Key Pain Points
- •Post-mortem reports get skipped 70%+ of the time because assembling data into a document feels like low-priority busywork
- •When post-mortems ARE written, they use inconsistent formats making it impossible to compare campaigns over time
- •New team members can't find or learn from past campaign learnings because they're buried in random Google Docs folders
- •Manually calculating goal-vs-actual percentage variances for 10+ metrics per campaign is tedious and error-prone
- •Stakeholders who weren't in the debrief meeting never see the post-mortem because nobody remembers to share the doc
Original Discovery
After every campaign wraps, marketing managers are supposed to write a post-mortem: what worked, what didn't, key metrics vs. goals, learnings for next time. In practice, most teams skip this because assembling the data from multiple sources into a coherent document takes hours. The few who do it use a blank Google Doc every time, with no consistent structure. A web app with a structured post-mortem template — where you input campaign goals, actual results, qualitative observations, and screenshots — that generates a clean, shareable report with automatic goal-vs-actual variance calculations would make this ritual actually happen.
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