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Marketing Planning for the Coming Year. Part 4: Adjustments and Reviews

12/12/2023

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I like to tell my clients that I want them to become comfortable being slightly uncomfortable.  Not so uncomfortable that they are not sleeping at night, but enough that they feel just a touch uncertain as to what is going to work and what won’t.  The reality is we don’t know. My job is to take all the information and data I have and make educated guesses.  Sometimes, I am 100%.  Other times, the market shifts or a competitor does something unforeseen, and the initiative misses its target. There are a number of extraneous variables, outside your direct control, that can influence the success or failure of your marketing plan.  The best you can do is be aware and be nimble.
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You should plan for such potential shifts with regular review meetings. Depending on the complexity of your plan and how truncated the sales cycle is (some companies do a majority of their sales in one quarter), you will want to have these meetings monthly or quarterly.
During these meetings you will want to accomplish the following:
  1. Assess Performance: Review KPIs and analyze results.
  2. Identify Successes: Highlight successful campaigns or initiatives. There is learning there.
  3. Address Challenges: Discuss issues and areas needing improvement. There is even MORE learning here.
  4. Adjust Strategy: Make data-driven adjustments to the plan. The numbers don’t lie.
  5. Review Objectives: Do you need to make any changes to the goals and priorities for the next quarter?
  6. Allocate or Reallocate Resources: Ensure the resources are aligned with what you have learned.
  7. Communicate: Share the findings and adjustments with the team to keep them in the loop.​
Well, that is it. Congratulations, you have survived all four phases of 2024 Planning with Avergon Marketing Group.  No doubt there are things that I left out or things that don’t apply to your company or industry but stay with the general theme.  To enter the coming year with the best possible chance of financial success make sure you do the following:
  • Scrum and review all your data and insights.
  • Plan thoughtfully
  • Execute precisely.
  • Review and adjust as needed to ensure you hit your goal.
Now, get out there and have a great planning meeting.
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  • Home
  • About Us
  • Services
    • CMO
    • Consulting
    • Alignment
    • Coaching
  • Why AMG
  • AMG Clients
    • Testimonials
  • The Avergon Blog
  • Contact Us