Is your marketing plan ready for 2026?

Is your marketing plan ready for 2026?

For most businesses, September marks the start of the yearly planning and budgeting cycle, which is why this is the best time for marketing to take a step back, review what’s worked and what hasn’t, and then set yourself up for success in 2026.

In some organisations marketing is seen as a cost, not an investment. Usually because it’s poorly managed with rushed plans, focusing on communications only, and budgets that aren’t directly related to business and marketing objectives – giving the discipline a poor reputation. But when done correctly marketing takes it’s lead directly from deep customer insights, helping to create clear objectives and plan and budget that aligns – as an investment that’s accountable and drives business growth.

So, if you’re looking to improve your marketing performance and support growth, where do you start?

Review performance against objectives

The first step is to revaluate what you set out to achieve at the beginning of the year. Did your marketing activities deliver against your stated objectives?

• Look at the numbers and metrics: leads, conversions, revenue contribution, brand awareness, etc.

• Consider softer outcomes too: improved customer relationships, customer satisfaction, or new partnerships etc.

If you didn’t have any set any objectives for the year, then review your performance and set it as the benchmark to improve.

The performance review is vital, giving you the detail you need to understand where you are and help determine the action you need to take to move forwards, rather than relying on ‘gut-feel’.

Revisit and refine your strategy

A marketing strategy isn’t static, it should evolve on an annual basis due to business results and changing market conditions. The holy trinity of marketing strategy is Targeting, Positioning, and Objectives (which comes after the diagnostic stage).

They should be approached together to get the best outcome, helping you to answer:

• Who are we targeting?

• What is our position to our target customers?

• What do we want them to think/feel about our business or products/services?

• And what do we want to achieve with these targets?

• With this in mind, and after reviewing the past year’s performance, ask yourself:

• Did you achieve your objectives? Are they still relevant or do they need to adjust to your new situation?

• Which activities worked hardest for you this year?

• Where did you spend time or money with little return?

• Has your market, customer behaviour, or competitive environment shifted?

Being able to identify and make small adjustments can be the difference between a mediocre year and real progress.

Incorporate customer insight

If you’re not bringing your customers’ voices into strategy and planning, you’re missing the most valuable data available and ultimately your plans will be a stab in the dark.

So if you don’t already collect and use customer insights, try and secure data from at least one of these sources:

• Customer data - run a quick survey or feedback session

• Sales data: review service or sales team insights — what questions are prospects asking more often?

• Market data: look for emerging needs or frustrations that you could address

Building your plan around customers ensures your marketing stays relevant and compelling, and ultimately successful.

Build your 2026 plan and budget together

Only once you’ve reviewed your performance and refined your strategy, the next stage is to develop the tactical plan and budget for the coming year.

When building your plan, you need to:

• Ensure simplicity and clarity with your target audience and your positioning

• Develop or adjust clear objectives that are aligned to business goals

• Prioritise channels and tactics that align with your strategy and resources

• Set your budget to reflect those priorities - not the other way around

Be very careful about trying to do too much – strategy and planning is as much to do with deciding what you WON’T do along with what you WILL do.

Strategic marketing planning and budgeting is complex, but it doesn’t need to be confusing. Done properly, they’re a chance to sharpen your focus, maximise your resources, and make sure your marketing works harder in 2026.

If you’d like support building a marketing strategy and budget that actually delivers, then I’m here to help.