Statistics company Statista reported this October that 41.4 percent of the U.S. population plans to begin holiday shopping in November. The preposterous surge in end-of-year professional and personal activities, however, thwarts those plans, leaving some to end up in the 3 percent of the U.S. population that wait until the last two weeks of December to plan. Through no one’s fault, sometimes that same pattern happens at emerging companies when it comes time for the next calendar year’s planning process.
If you’re in that 3 percent (or even if you’re in the 41.4 percent and want to vet against your November plan), this equivalent to a last-minute shopping list will help expedite 2017 planning for marketing leaders at emerging companies. The five planning assumptions are categorized by how to scale the organization, why and how to interlock within and outside marketing, how marketing can better enable sales to sell, what techniques to use to measure success, and what considerations to use for choosing appropriate technologies. The best part about these planning assumptions is that they’re based on insights derived from extensive data analysis.
Boiled down, the three mantras for emerging company marketing leaders in 2017 are to make sure that all campaigns, programs and activities are process driven, that they’re aligned with other functions in the organization, and that the buyer is always the focus. The best way to achieve this is through the optimal balance of people, process and technology.
Barbara Mattie is Research Director of Emerging Growth Strategies, at SiriusDecisions. She is a sales and marketing professional with more than 20 years of experience in all facets of b-to-b and b-to-c, including market analysis, sales strategy, global go-to-market strategy, full lifecycle campaign development, execution and measurement. Follow Barbara on Twitter @BarbaraWMattie.