It’s Not Too Late: How to Build a Marketing Plan (Even in December)
Picture this: You’re at your desk — okay, safe bet — calendar flipped to December — yep — staring at a blank Word doc titled “Annual Marketing Plan.” Chills. And now you’re Googling “last-minute marketing planning,” which is exactly how you ended up here.
Good news: You’re in the right place. Great news: It’s never too late to build a smart marketing strategy.
Here’s the thing about agility — you can’t pivot from nothing. Yes, plans evolve. Yes, timelines shift. But you need a starting point. A direction. Even a rough one. Otherwise, you’re just reacting, not leading.
At Thinksmith, we’ve helped dozens of companies build meaningful strategies — sometimes from scratch, sometimes overnight. Especially when trade shows, product launches, or events sneak up on teams. We’re good at triage. But more importantly, we always start with why. Why are we doing this? And what comes after?
So if you’re starting your annual plan late — or just finally giving it the attention it deserves — let’s begin at the beginning. (It is a very good place to start.)
Step 1: Start with Business Goals
Before you decide what to market, you need to know why you’re marketing at all. Your marketing goals should serve your business goals — otherwise, you’re just making noise.
Short-term business goals might include:
- Increase quarterly revenue by X%
- Improve customer retention
- Launch a new service or product
- Enter a new market
- Reduce customer acquisition costs
Long-term goals might include:
- Establish niche market dominance
- Develop new revenue streams
- Build a nationally recognized brand
- Expand regionally or nationally
- Create sustainable competitive advantages
Once you know where you’re going, you can decide which marketing objectives are going to help you get there. Every tactic should earn its keep.
Step 2: Build a Budget (Even a Loose One)
Marketing budgets vary wildly — but here are some benchmarks to keep you grounded:
According to Gartner’s 2023 CMO Spend Survey, the average marketing budget rose to 9.1% of company revenue, the highest in 8 years. Deloitte and WebStrategies go deeper:
- B2B Product: 8.4%
- B2B Services: 11.8%
- B2C Product: 18.9%
- B2C Services: 15.3%
- Small business (<$5M revenue): typically 7–8%
But honestly? These percentages are conversation starters, not commandments. One of our smallest-budget clients had the highest ROI last year — because they were laser-focused and aligned with their goals.
Step 3: Think 24 Months Out — Act on This Quarter
Planning two years ahead sounds like a luxury, but it’s more about big-picture clarity than precision.
Think like Bob Ross: broad strokes first. A few happy little trees later.
Your 24-month plan should sketch out:
- Major marketing initiatives
- Seasonal peaks
- Product or service launches
- Expansion plans
Meanwhile, your next quarter is your real-world sandbox. Focus on 1–2 tactics you can execute right now. That’s your triage. It builds confidence and momentum.
We’ve helped clients go from “we forgot we had an ad due Friday” to “this single newspaper ad drove $2 billion in potential sales.” (True story. It took 3 days to make, and 3 years of brand strategy to make it work.)
Step 4: Revive What Already Worked
Start by revisiting your old tactics. Dust them off and run them through our Tactical Assessment Framework. Score each from 1 to 5 on:
- Past Success – Did it work before?
- Resources – Can you do it again?
- Market Fit – Is it still relevant?
- Speed – How fast can you restart it?
Total of 15+? It’s a go. No need to overthink it. Math to the rescue.
Step 5: Pick Low-Lift, High-Return Tactics
If you’re short on time, pick tactics that give you breathing room and traction. Here are three we love:
Blog Content
If you’ve done it before, great — fire it back up.
- Address current pain points
- Align with SEO strategy
- Show off your expertise
Email Newsletters
Still one of the most cost-effective tools.
- Monthly updates
- Case studies
- Product launches or education
Print Ads
Yes, print still works — especially for:
- Local reach
- Industry publications
- Event tie-ins
Many publishers offer free or affordable ad design, so you can launch quickly.
Step 6: Consider a Strategic Partner
Hiring a marketing firm is a big step — but it can unlock big results. Here’s what you get:
- Deep expertise
- Fresh ideas
- Faster execution
- Scalable support
But it only works when you stay involved. Your job isn’t done when you hire a team. It’s just beginning. You bring:
- Clear goals
- Timely feedback
- Industry context
- A spirit of collaboration
We’re not your outsourced help — we’re your strategic partner. Think of us as a plug-in department with a bias for action.
Final Thought: Start Now, Adjust Later
Marketing isn’t a one-shot effort. It’s a living, breathing thing. Your strategy should evolve as your business does. But you need a foundation to build on — even if it’s a little wobbly at first.
So if you’re reading this in December with a blinking cursor and rising panic… take a breath. Start somewhere. Triage the next 90 days. Sketch out your next 24 months. Reuse what works. Call in help if you need it.
The best time to start was yesterday. The second-best time is now.
Want help identifying your strongest tactics or building your next quarter’s plan? We’re here for that.
Let’s get something moving.