Planning isn’t a scary word, but many sales and marketing leaders avoid it like the plague. The purpose of an annual marketing plan isn’t to chart out each and every detail of every step you will take for the next year. Its purpose is to set marketing on the right course to achieve the results needed to make your business goals a reality. In this issue of Convey It, we will offer you some tips and techniques to build a phased approach to your marketing strategy. “Phased” is to remind you to keep the focus on results and pivot when necessary.