MKT1 GUIDE TO ANNUAL MARKETING PLANNING

Summary from the TLDR Marketing newsletter

Marketing planning often falls short when treated as a check-the-box task instead of a strategy to win the next year. Teams commonly make mistakes like creating unprioritized idea lists and setting KPIs based on top-down forecasts. Instead, the process should focus on a clear roadmap of major priorities, similar to product teams. A successful plan includes a vision, strategy, goals, forecasts, budget, and timeline for key initiatives.