There is a moment every year that is easy to miss.
Work will ramp up. Diaries will fill. This is the brief window where you still have space to think, before momentum takes over and decisions get locked in by default.
At The Marketing Centre, we see it time and again. The businesses that pause here create clarity and focus. The ones that do not often find themselves busy very quickly, but not always moving in the right direction.
Before the year fully gathers speed, these are the questions worth asking.
1. Are we aligned on what success actually looks like?
Most teams are working hard. Fewer are working towards the same outcome.
Ask yourself:
-
What does success mean for the business over the next 12 months?
-
Which results matter most commercially?
-
Are leadership, sales and marketing aligned on those outcomes?
If success is not clearly defined, marketing becomes activity-led rather than outcome-led.
2. Do we know where growth should come from?
Not every opportunity deserves equal attention.
Consider:
-
Which products, services or customer segments matter most this year?
-
Where has the strongest return come from in the past?
-
What are we continuing out of habit rather than impact?
Focus is often the fastest way to improve results without increasing effort.
3. Do we have a clear plan, or just a lot of activity lined up?
A full calendar can feel reassuring. It can also hide a lack of direction.
Ask:
-
Is there a clear link between activity and business goals?
-
Can the team explain why priorities exist, not just what they are?
-
When everything feels urgent, do we know what comes first?
Simple, shared plans outperform detailed documents that nobody refers to.
4. Do we have the right skills in place for what lies ahead?
As businesses evolve, marketing needs change.
Be honest about:
-
Where capability gaps are slowing progress
-
Whether leadership, execution or specialist skills are the constraint
-
If internal teams are being stretched beyond what is realistic
This is not about effort. It is about having the right structure around the business.
5. Are we balancing short-term pressure with long-term value?
Short-term results matter. Long-term brand strength matters just as much.
Ask:
-
Are we investing enough in awareness, trust and differentiation?
-
Or are we relying purely on short-term lead activity?
-
Would a new customer clearly understand why they should choose us?
Sustainable growth rarely comes from chasing one at the expense of the other.
6. Do we know how we will measure progress?
Measurement should guide decisions, not just reporting.
Clarify:
-
Which KPIs genuinely indicate progress
-
How often performance will be reviewed
-
What will change if results are not on track
Without this, marketing becomes reactive and subjective.
A final thought
You do not need to slow everything down. But taking a short pause before the year becomes busy can prevent months of misaligned effort later.
Momentum is powerful. Direction is what makes it useful.
If you want help sense-checking priorities, strengthening focus, or putting the right level of marketing leadership around your business, we are always happy to talk.
