Marketing strategy · Leadership
Before adding another campaign, answer these three questions
A practical way to test whether your marketing plan is focused—or simply full.
Do Marketing Right · 20 August 2026
Marketing plans often become inventories: campaigns, channels, events and content organised into a calendar. The calendar may be full while the strategy remains unclear.
Before adding more activity, bring the team back to three decisions.
Who must change?
“Our audience” is usually too broad. Identify the specific group whose behaviour matters most now. What are they doing today, and what would they need to do differently for the business to progress?
Why would they choose differently?
A message is not a reason. Clarify the useful, credible difference the customer should value—and the evidence that makes it believable.
What will we deliberately not do?
Strategy creates focus through exclusion. If every segment, channel and request remains a priority, the plan has not made a choice.
These questions will not produce a polished deck by themselves. They will reveal whether your next campaign has a strategic job to do.