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Yearly Planning Meetings: A framework for success

19 Nov, 2018 Dylan Kettering Fluid Culture

Fall is upon us. We’re turning clocks back, watching leaves fall. If we’re lucky, snowfall means ski season will be strong this year. That also means the new year is coming fast. With the new year comes new year’s goals. Those goals have the greatest chance of success with proper planning. Businesses prosper from the same principle. November is a great time to bring your marketing team together and discuss marketing goals for the upcoming calendar year. Let’s cover the procedure for an effective marketing goal-setting meeting.

Review Progress

Cover your team’s progress on the current year’s key indicators. That may mean reviewing GPM, Marketing Channel ROI, Product Reviews, Net Promoter Scores or another indicator valuable to your team and business. Make sure everyone is on the same page with how well the team has done and where progress needs to be made.

Conduct a SWOT analysis on your business

Every marketing team should be familiar with their businesses’ Strengths, Weaknesses, Opportunities and Threats. This annual meeting is a perfect chance to update an analysis on these elements of the business. Make sure the full team is on the same page with this analysis.

Determine new year goals

With your progress on key indicators and SWOT covered, determine what the next year’s goals should be. These goals should be specific, measurable, achievable, results-focused and time-bound. Keep the goals present throughout the year by publishing them to the team and bringing them up in follow-up meetings throughout the year.

List out new materials

With new goals come new marketing materials. Determine what new pieces you will need and assemble a comprehensive list. Assign these items deadlines and resources, marking what needs to be made externally and what can be made internally.

Get with your advertising agency

Any items that need to be made out of your office should be delivered to your agency, or other outsourced partner as early as possible. This will ensure that your materials are planned, prepared and delivered well in advance of any deadlines. Preparedness will reduce work stress and promote strategic thinking to help accomplish your goals.


Stop playing catch-up. Plan out your calendar year and make the marketing team the envy of the company.

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