Whether due to the pace of modern business or the lack of in-house expertise, many businesses minimize analysis, planning and strategizing in favor of “activity”, leading to random acts of marketing without direction, synergy or compelling ROI.
This is unfortunately especially true when planning for next year’s activities – with all that’s going on to close out the year, strategic thinking about next year often loses out.
While there are times “going with your gut” makes sense, doing so when your business is facing critical challenges is not one of them. Further, there is no way to be sure you’re spending your marketing dollars wisely and maximizing your marketing ROI without the framework a planned approach provides. As Ben Franklin wisely pointed out, if you fail to plan, you’re planning to fail.