Annual Plan Checklist for a Killer 2022!

Tammy Katz Brand Management, Brand Strategy, Integrated Marketing Communication, , , , , , , , ,

We hope your 2021 is exceeding expectations and you’ve created a strong plan for 2022 to grow faster.  As most of you are, or are approaching, completing your 2022 Plan, here’s a checklist to make sure you’re ready for a killer 2022!

2022 Annual Plan Checklist

1. Develop a Written, Market Based Growth Plan Carefully

  • Analyze and segment your customer and consumer base, prioritize by growth potential
  • Understand what your customers’ unmet needs and why they will choose your superior product or service
  • Build a strategy that leverages your business model: market opportunities, your core competencies and where you are most profitable

2. Widely Communicate Your Growth Strategy

  • Summarize your 3-5 Key Growth Strategies, based on factual analysis (e.g. channels, products/services)
  • Growth Priorities should be quantified and clearly communicated throughout your company and key constituents (e.g. suppliers) so everyone understands them and is aligned
  • Innovation should be among your top priorities; have clear parameters (fertile areas in which to innovate) to provide direction

3. Have, or Get, the Right Accountable Team

  • Have accountable talent who can lead and drive respective pieces of the growth strategy
  • Have strong and clear inter-department communication and processes
  • Have the right talent who can produce; commit to coach up, outsource for, or dismiss those who can’t

4. Execute with Cross-Functional Precision

  • Have clear leadership, accountability and measurement of top initiatives
  • Maintain ongoing cross-functional leadership and communication to keep key initiatives on track
  • Track key programs quantitatively and refine them based on in-market learnings

5. Deploy Effective and Efficient Marketing

  • Marketing should identify and drive consumer and marketing growth opportunities
  • Marketing should develop and lead a clear marketing strategy that directly ties to growth strategy Your brand positioning(s) should be clear, consistently communicated.
  • Your marketing communication and R&D efforts should consistently strengthen your superiority
  • All major programs should be on strategy, measurable, optimized across multiple media, and provide measurable return-on-investment

6. Drive Productivity… Everywhere

  • Set ambitious, achievable productivity goals (cost reduction/efficiency). $1 in productivity > $10 in new sales
  • Challenge each function to develop specific, measurable, cash-saving (not conceptual) programs; drive wide participation
  • Celebrate, publicize, and reward best programs. This creates a ripple effect for more productivity

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