Let’s be honest. If you’re a marketer just starting to plan for 2026 right now, you’re already behind. Planning for the new year IN the new year sets you up to constantly chase instead of lead. But here’s the thing: it’s not hopeless. You can still salvage this.
Why Your CEO Ignores Your Marketing Plans
I’ve talked to countless marketers who complain that their CEO ignores their roadmaps or seems uninterested in their carefully crafted annual plans. Most of the time, it’s not the CEO’s fault. It’s yours.
You’re not effectively marketing your own marketing skills. If your CEO is ignoring you, you’re not making a case that resonates with what’s most important to them. Don’t schedule a 60-minute meeting to walk through your entire year-long strategy. Instead, lead with what matters to them: “I know we’re trying to increase sales by 40%. I want to increase our MQLs by 60% so we have enough people to fill the pipeline. Can we carve out 30 minutes to discuss my ideas?”
That gets attention. That gets buy-in.
The Greatest Hits Strategy
If you’re behind on planning, go through last year’s content and pull the top 20 pieces from each channel. Look at what got the most engagement, reactions, and shares. Then update it slightly and run it again.
Everything on social media is forgotten within moments. That high-performing content from six months ago? Your audience probably doesn’t remember it. This gives you proven content that works while you finalize your bigger strategy.
Start With What Drives Revenue
Get on the calendar with your CEO or sales manager and find out their strategy. What are their goals? What partnerships or referral programs are they working on? Build your first quarter campaign around supporting that active funnel. Then layer in a thought leadership campaign on the right social platform for your business.
You don’t need to reinvent the wheel. Use existing themes that worked before and execute consistently.
Stop Taking Orders
When someone from sales says they need “fresher materials,” don’t just action the request. Ask why. What specifically needs to change? Is it outdated information or just a gut feeling? Gather the right information first, then move fast. This builds trust and opens communication.
Make This the Last Time
Make a pact with yourself right now. This is the last year you wait until January to plan. In Q4 of this year, create your full strategy for 2027. And if your CEO can’t focus on 12 months at once, present quarterly. Break it down and you’ll get better alignment.
The Real Job of a Marketer
Your job isn’t just creating strategies for the company. It’s marketing those strategies TO the company. Get people engaged with your plans. Show them how your work supports their goals. Build relationships so you’re not the person everyone blames when sales dips.
Yes, if you’re planning in late January, you’re behind. But use these strategies to catch up, and more importantly, make sure you’re never in this position again.
The Bulletproof Marketer breaks down the BS in marketing and gives you real, actionable strategies. Hosted by Christopher Tompkins. Subscribe on Spotify, Apple Podcasts, YouTube, or wherever you listen. Visit gosalesandmarketing.com for free resources.
