This is not simply a tidy-up exercise. It is about sharpening objectives, making smart use of budgets and checking that KPIs reflect business priorities.
Done well, it gives confidence to leadership teams and clarity to marketing departments, ensuring everyone finishes the year aligned.
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 The first half of 2025 has seen marketing strategies sharpen in response to tighter budgets, smarter AI tools and a growing appetite for substance over spin. In both B2B and B2C spheres, the emphasis has shifted noticeably towards utility, transparency and performance. Having led digital strategy across finance, tech and retail sectors this year, I’ve noticed a few key patterns emerge that are worth unpacking. 
We've all done it. We write out a to-do list at the start of the day, and then, when we write out our list, we just add everything back onto it. If the tasks on your to-do list are not too important and don't have to be completed by a specific time, then this isn't a major concern; however, when you really need to get something done, it becomes more critical. So, SMART targets are the way to go forward. |
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