It’s that time of year again! Time to put a finger in the air and make an educated guess at what you need to do across the next 12 months to drive your business forward. 

Planning is a colossal challenge. When you throw limited resources and an ever-changing business landscape into the mix, it can look like a pretty scary prospect.   

In this episode of Demand Gen U, Mark Huber, Head of Brand and Product Marketing joins Jason Widup, VP of Marketing at Metadata to discuss how you can build your 2023 marketing plan…sort of! 

Mark and Jason explain the benefits of involving other teams in your planning, how to plan objective key results that work and why planning your year to the letter is simply impossible.  

Find out: 

• Why goal setting often trumps stringent planning 
• About when marketers become salespeople 
• How far ahead to plan 

0:00 – 2:58 – Intro 

2:58 – 7:07 – Should you create a 12-month marketing plan? 

7:07 – 7:57 – The benefits of transparency around planning 

7:57 – 11:13 – Why not involve other teams in your marketing plan? 

11:13 – 14:18 – Jason’s best experiences of planning in past roles 

14:18 – 19:10 – The benefits of OKRs (when done well) 

19:10 – 20:55 – Planning for other marketing functions 

20:55 – 25:44 – Getting other team members involved 

25:44 – 28:54 – Why plan more than you need? 

28:54 – 31:30 – Planning in challenging times 

31:30 – 33:20 – Advice from an advisor 

33:20 – 35:29 – Revisiting plans 

35:29 – 37:06 – How much to plan 

37:06 – 38:19 – Outro