December is not just about festivities and closing the year. It's also a strategic time to think ahead to 2024 and prepare for 2025. That's what I've been doing for my marketing department, and I thought I'd share a few tips to help you structure your planning effectively. Just a little different from our usual content!

Look back on 2024

Before looking ahead, take a look back at the year that's just ended. For my part, I've taken the time to compile a summary of the projects completed in 2024, noting what worked well and what could have been better. Being honest with the results is key. Some projects were successes, others...not so much. And that's okay! We're just looking for greater visibility for the actions we've taken this year.

It's also an opportunity to remind ourselves how much we accomplish in a year (and sometimes, we forget essential details). When I compared my 2024 balance sheet with my 2022 balance sheet, I saw a huge evolution, and it motivated me for what's to come! Crazy how we can grow in 2 years.

Next, evaluate your performance. Which key KPIs like sales, lead generation or project profitability deserve your attention? This will help you identify your most important activities and adjust your metrics if necessary.

You may even discover some surprises! For example, an advertising channel that seemed promising but isn't performing as well as expected. No worries. You can allocate less budget to it for 2025, or modify your strategy.

Set SMART goals for 2025

Ah, the SMART method - we talk about it a lot, but that's because it works! Specific, Measurable, Attainable, Realistic and Time-bound objectives create a clear roadmap to success.

For example, rather than aiming to “increase sales”, set a goal like “increase sales by 10% in sector X in the first quarter”. By segmenting objectives by department, everyone knows exactly where to focus their efforts. Now that's SMART.

Draw up a clear, realistic budget

This is where it all comes together. After several years managing XMA Solutions' marketing budget, I can confirm that rigorous follow-up makes all the difference.

The key? Prioritize activities that generate results. Keep an eye on every expense, especially when there are several purchasing managers. This avoids surprises and allows you to better calculate your return on investment. And yes, a no-brainer, you may say, but in an SME, these simple concepts are often overlooked, but they can transform your bottom line.

Keep an eye on 2025 trends

Staying on top of trends is essential to staying ahead of the game. This year, while attending conventions for our Digital Transformation division, I spotted an ultra-luminous booth that caught everyone's eye. Instant inspiration to stand out from the crowd at future conventions!

After some research and discussions with an other marketing director using the same concept for her kiosk, I was convinced: it was an investment to be made in 2025. The moral of the story? Take the time to observe, ask questions, and explore options, even if it's not the right time to invest immediately. You'll be ready when the time comes!

Plan your actions for the beginning of the year

A good start in January sets the tone for the whole year. In December, I planned all my marketing content for 2025. Yes, it takes extra effort at the end of the year, but the peace of mind is so worth it.

Planning ahead ensures that your actions are aligned with your strategy and corporate identity. It saves you from making last-minute decisions that may lack coherence. And if you communicate your plans to your team now, everyone will be ready when the holidays return.

Involve your teams in the process

A solid strategy is built through collaboration. In October, I brought together all the program directors to present my 2025 vision. We brainstormed, adjusted a few elements, and above all aligned everyone on a coherent structure for the year.

The result? Everyone was on the same wavelength, and I didn't have to go through a lot of one-on-one meetings. Bonus: each department was able to contribute ideas aligned with our overall goals. That was probably my favorite part of the experience! I work with a lot of smart, experienced people, so let's take advantage of that.

Modernize your tools and processes

At XMA Solutions, technology is our specialty. This year, we introduced new software to centralize our contracts, and frankly, it's a game changer. The holidays are a good time to explore your options and see how they can optimize your operations.

And if you're looking for a time-saving solution, consider accounts payable automation. (Yes, I had to slip that in somewhere!) 😉

Conclusion

Planning for 2025 in December sets the stage for a successful journey. With clear objectives, a well-thought-out budget and committed teams, you're ready to attack the year on the right foot. Take this strategic time now, and start the year strong.

We wish you all the best!