WHY planning is not just for Q4

Planning is not a one time annual exercise. Planning is happening all the time. Every single change that happens within the business has ripple effects. If you as a marketer only view planning as something that happens in Q4 in preparation for the big new annual launch in Q1, like, you're going to be sorely disappointed. When we actually built that into the structure of how we specialize people within the team, we were much better prepared for that. Right? So there was somebody whose job it was to focus on planning in marketing and sales. And so if you have someone who owns that and is thinking about that all the time, it makes it a little easier. So you have to be intentional about the way you design your team. Account for the moment that you publish a plan. It's out of date the next day and then you gotta change it six times and change everybody's goals and roles and everything.