As we approach year-end, you may be feeling the squeeze to wrap up the year and start planning for the next. Having a structured marketing approach will set you up for success, even if you’re feeling the time crunch. Below is a checklist of critical questions to sharpen your strategy, followed by a condensed action plan that takes you from now through year-end, focusing on key milestones and tactical decisions to ensure a strong start for 2025.
Key Questions for Planning
Before diving into your 2025 marketing plan, take time to reflect on these essential questions with your leadership team. Not only are they valuable for initial planning, but they also serve as quarterly checkpoints throughout the year to assess performance and identify pivot opportunities.
- What are our competitors doing? Observe trends or gaps to position yourself advantageously.
- What are our top-performing channels? Focus on what delivers the most ROI.
- What does our customer journey look like? Identify friction points to smooth the path from initial contact to sale.
- How effective is our content? Audit and realign content to engage your target audience.
- Are we meeting revenue and pipeline goals? Confirm that marketing supports your sales targets.
- What’s the feedback from recent campaigns? Customer sentiment guides adjustments to messaging.
- Are we tracking the right KPIs? Evolve metrics to stay aligned with company and leadership goals.
- Are we using the right technology? Optimize underused tools and check for automation or AI opportunities.
- Where are our bottlenecks? Address any delays in the marketing-to-sales process.
- What do we need to stop doing? Identify low-impact activities and redirect resources where they will yield higher returns.
If you’ve already started planning for 2025, you’re on the right track. If not, this guide will help you cover the essentials in an abbreviated time, so you can close 2024 strong and prepare effectively for the new year.
Two-Month Strategic Action Plan
November: Set Goals and Finalize Plans
Meeting #1 (Early November): Set Company and Revenue Goals
- Review Year-to-Date Results: Using the critical questions above as a starting point, analyze company and marketing performance for the year.
- Set Revenue Goals: Identify high-level revenue targets, breaking them down by product, geography, or audience if possible.
- Align Marketing Goals: Ensure revenue goals are communicated to the marketing team, aligning with objectives.
Meeting #2 (Mid-November): Strategic Marketing Discussion
- Share Company Growth Goals: The marketing team needs clear visibility of the company’s goals for alignment.
- Identify Major Marketing Activities: Discuss big-picture tactics that support these goals.
- Finalize the Marketing Budget: Set a realistic budget for each activity, ensuring alignment with revenue expectations.
End of November: Detailed Marketing Plan Development
- Draft Marketing Plan: Create a concise one-page plan outlining goals, target audiences, tactics, KPIs, and estimated costs.
- Refine Budget: Break down costs by month or quarter for each planned activity.
December: Finalize, Approve, and Prepare for Execution
Meeting #3 (First Week of December): Present and Approve the Marketing Plan
- Present the Marketing Plan: Review with the CEO or leadership team, making necessary adjustments based on feedback.
- Final Approval: Confirm the budget, calendar, and tactical plan for 2025.
Weeks 1-3 of December: Execution Preparation
- Develop a 2025 Schedule: Lay out campaigns, major activities, and milestones.
- Initiate January Campaign Preparations: Finalize creative, media buys, and scheduling.
- Create a Measurement Dashboard: Outline KPIs and metrics for monthly performance reviews.
CEO/Owner’s Role in Marketing Accountability
Leaders need to set clear expectations for the marketing team, ensure accountability, and prioritize a well-defined plan. Block key dates now to stay on course or consider hiring a Fractional CMO to make sure your marketing plan is solid and strategically executed.