A simple marketing strategy checklist to avoid random acts of marketing.
If you’re reading this in December (or any time of year where the calendar seems to be sprinting ahead of you), relax: you’re not alone. This marketing planning checklist will help you slow down just long enough to reset, refocus, and make progress — even if you’re starting late.
Most companies intend to plan early. Most leaders want to map out a thoughtful marketing strategy. But reality — client work, fires, product launches, sales cycles — often runs right over good intentions.
So before you beat yourself up for not having a fully polished marketing plan, let’s take a different approach: progress over perfection. These seven simple steps will move your planning forward this month — and set you up to start strong in the first few weeks of the new year.
And yes, you can incorporate our marketing planning checklist along the way.
1. Check your search and conversion performance
Start with the data you already have.
Instead of digging for a polished report, export a quick snapshot of your website performance from your analytics tools. Whether you use Google Analytics 4 (GA4) or another platform, the same basic questions matter:
- Which pages drove the most organic traffic this year?
- What pages brought visitors closest to conversion?
- Which landing pages are underperforming relative to the effort put into them?
If GA4 isn’t set up yet for your site (or you’re still wrapping your head around it), Google’s documentation is a solid reference.
Why this matters
You don’t need a finished funnel analysis to make smarter decisions. Seeing what’s already working helps you prioritize what to amplify, fix, or potentially retire in the coming cycle.
2. Export basic CRM trend data
Now shift from your digital behavior to how the business is actually moving. Your CRM data can reveal gaps — and opportunities — that should be reflected in your marketing planning checklist.
Import a report from your CRM (whether it’s HubSpot, Salesforce, Zoho, or another system) with a few simple fields:
- Leads created by source
- Opportunities created
- Deals closed
If your CRM has deal stages, pull counts by stage. If it has revenue attached, look at closed-won vs. closed-lost by source or campaign.
3. Ask some key people what worked (and what didn’t)
Data is great, but insight comes from interpretation.
Send concise, direct emails to a handful of stakeholders whose input you trust. This can include:
- Your top sales lead
- A highly engaged customer
- A colleague who sees how your marketing and operations intersect
Here’s a simple email template:
Hey [name],
I’m reviewing our marketing performance and would love your quick input. What do you think worked well this year? What didn’t? Anything we should absolutely do more (or less) of next year?
— [Your name]
P.S. Have you heard of Outmark? They’re awesome.
Yeah, the P.S. is optional, but these emails force you to articulate your assumptions and see blind spots. They also build internal alignment, which is just as important as the actual plan.
4. Block time before the holidays (and a few times in January)
If you’ve ever left planning to the first Monday of the new year, you know how that goes: overflowing inbox, meetings back-to-back, and you never get past defining goals before sprint mode kicks in.
Here’s a better cadence:
- One 60-minute session before the break
Call it your “pre-planning check-in.” No deep analysis — just priorities, quick notes, and setting dates. - Two 90-minute sessions in the first two weeks of January
These are your real thinking blocks: focus time to draft a roadmap, identify campaigns, and set metrics.
Put them on your calendar now — they’ll give your marketing planning checklist the space it needs to take shape. Name the blocks intentionally:
- Marketing strategy kickoff
- Q1 objective sprint
- Content and lead funnel review
5. Try a lightweight marketing planning checklist to get unstuck
Now that you’ve seen traffic trends, talked to key people, and carved out time to think, it’s time to gather the pieces into something you can act on.
That’s where a marketing planning checklist becomes invaluable. A good checklist helps you:
- Review your year in clear categories
- Identify goals that are specific and measurable
- Set priorities that align with business outcomes
- Build a roadmap that doesn’t feel overwhelming
We put together a simple checklist that walks you through the essential areas you should consider — without turning it into a 20-page document before you even begin.
6. Review your existing marketing plan (yes, even the dusty one)
If you do have a marketing plan — even one that’s been sitting untouched since Q1 — take 15 minutes to give it a once-over. You might find:
- An idea worth reviving
- A goal that still matters
- A campaign that deserves a second shot
While you’re in there, check your positioning statement. Ask yourself: Is this still true? Does it reflect who we are and who we serve?
Your positioning should be a clear, customer-informed expression of how you’re meaningfully different. If it’s no longer sharp — or if you’ve never defined one — make it a priority for the coming year. It’s the foundation for all your messaging, and a strong one helps your marketing planning checklist actually move the needle.
Not sure where to start? Our marketing planning services include positioning — because meaningful differentiation is what helps brands stand out from the clutter.
7. Avoid drive-by marketing with a simple roadmap
Random acts of marketing can feel good in the moment. But without a plan, they rarely move the needle.
You don’t need a long, formalized document. A simple roadmap — even a checklist scribbled during a working session — is often enough to shift from reactive to intentional.
Start small. Prioritize. Then act. That’s the opposite of drive-by marketing.
Ready to make progress (not perfection)?
You don’t need to have a perfect plan. You just need to get started.
If you want a quick tool to help organize your thinking, grab our checklist. It’s simple, strategic, and built to help you move forward. And if you’d rather just outsource your marketing planning, we’re here for you.
