Knowledge transfer when a performance marketer leaves

Checklist · 2 min read · Updated 2026-10-06 · By the Cofoundr team

When a performance marketer leaves, the notice period becomes a race to explain everything: which accounts, which targets, which changes were tried and why, what each client prefers. Whatever is not written down goes with them. The fix is not a better exit interview. It is keeping a living record of each client all along.

What walks out the door

• Why the account is structured the way it is.
• Which tests were tried, and what the results taught you.
• The client's real goals and what they dislike.
• Targets such as the cost per result the client is happy with.
• Quirks: tracking oddities, approval habits, who to call.
• The reasons behind recent pauses and budget changes.

The per-client handover sheet

Create one page per client and keep it current, not only at handover. At minimum it should hold:

• Access: ad account, page and pixel owners, and who approves what.
• Goals and targets, with the date they were agreed.
• Account structure and naming rules.
• Change history: what was changed, when and why.
• Active tests and what you expect to learn.
• Client preferences and communication style.
• Reporting schedule and recipients.

The new person's first week

• Day 1: read the client sheets and review each account's current health.
• Day 2 to 3: shadow the leaver on the weekly client touchpoints, if they are still there.
• Day 4: write down every question the sheets did not answer, and fill the gaps with the leaver.
• Day 5: run the daily account check routine alone, with a reviewer reading over it.

Make knowledge survive the next resignation

• Standardise the daily check so it does not depend on who does it.
• Record the reason every time you pause, scale or restructure.
• Keep reports, targets and notes per client in one place, not in private chats and inboxes.
• Use rules for repeatable decisions, so they are written down and the same for everyone.

Where Cofoundr helps

Cofoundr keeps each client's targets, timestamped notes, action history, pause log and reports sent together in one workspace, and every automated action is logged with a reason. A new marketer opens a client and sees what was changed and when, without reconstructing it from memory. It does not replace a good handover conversation. It means the conversation starts from a record.

Frequently asked questions