The New Year, New Plan Scenario!

Every January, I talk to business owners who start the year full of energy and ideas. They map out campaigns, budgets, channels, and content. They even schedule meetings to plan execution.

By February, reality kicks in. Clients need attention, staff need direction, cash flow needs managing, and suddenly marketing slips quietly to the back of the queue.

The problem isn’t effort. It’s structure.

Annual marketing plans are too far removed from day-to-day action. They describe what you want to achieve but rarely define what needs to happen this week.

That’s why at Activate BD, we focus on 90-day marketing plans.

A 90-day plan:

• Creates urgency without overwhelm
• Forces clarity on priorities
• Makes trade-offs visible
• Connects ambition to execution

A good 90-day marketing plan answers five questions:

1. What commercial result are we aiming for?
2. Who are we trying to influence right now?
3. What really matters in the next 12 weeks?
4. What actions will happen each week?
5. How will we track progress?

If your plan can’t answer those questions, it won’t survive contact with reality. Marketing doesn’t fail because businesses lack ideas, it fails because ideas never make it into calendars, systems, and follow-up.

That’s the gap a 90-day plan is designed to close. Click here to book a free consultation call to find out more.

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