Few people look forward to writing, editing or approving annual reviews, but they matter. Thoughtful reviews reflect professionalism, fairness and leadership. They influence compensation, retention and morale. They can also serve as valuable feedback tools that guide development and shape team culture. For CMBDOs and senior marketing leaders, the goal isn’t just to complete the task. It’s to approach it with intention. That means keeping balanced records throughout the year, being specific and constructive in your comments and recognizing that tone and examples can have lasting effects. 

A helpful habit is to create your own storage system, such as an Outlook folder or Teams notebook, to save notes, emails and reminders about each team member’s contributions and challenges throughout the year. This makes review season more efficient and ensures feedback is grounded in facts, not memory. 

Annual Review Checklist for CMBDOs 

Preparation 

• Create a digital system (for example, an Outlook folder or shared tracker) to store year-round notes on employee performance, wins, challenges and client feedback. 

• Gather data early: project outcomes, business development results, event metrics and peer feedback. 

• Review HR’s guidance on tone and terminology to ensure your language aligns with firmwide standards. 

• Revisit each employee’s prior goals and development plan before drafting your comments. 

Tone and Language 

• Use measured, professional language and avoid extremes like “always,” “never,” “best,” or “worst.” 

• Stay focused on observable behavior and outcomes, not personality traits. 

• Be cautious about comparisons that could foster resentment between teammates or practice groups. 

• Keep the tone balanced by combining recognition of achievements with thoughtful notes on growth opportunities. 

Content and Examples 

• Include specific examples that illustrate strengths such as “led successful media training for litigation partners” or “developed client event series that improved cross-practice collaboration.” 

• Use examples of challenges or missed opportunities as openings for development, not criticism. 

• Avoid citing examples that could unintentionally single out colleagues or partners in a negative light. 

• Reinforce firm values such as collaboration, innovation, client service and professionalism through your examples. 

Development and Growth 

• Suggest concrete, achievable steps for growth such as “build deeper relationships with BD managers in other practices” or “attend advanced analytics training.” 

• Offer opportunities for both professional and personal development including mentoring, external conferences or leadership roles on committees. 

• Be temperate in language around promotions or compensation and focus instead on clarity of expectations and path to advancement. 

• End each review on an encouraging, forward-looking note that reinforces confidence in the individual’s ability to grow and contribute. 

Review and Approval 

• Re-read reviews with a focus on tone and ask, “How would this sound if read aloud?”.

• Cross-check for consistency in your feedback across team members. 

• If possible, have HR or a peer leader spot-check a few entries for balance and phrasing. 

• File reviews promptly and follow up with a development conversation or meeting to reinforce next steps.