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Kevin C. Whelan

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April 16, 2021

Marketing needs a 6+ month horizon

When you need results yesterday, it’s easy to get panicky.

It becomes tempting to make short-term tactical decisions that seek immediate gratification. But doing that only delays the eventual process of building a marketing engine drives durable results tomorrow.

The best thing for any marketing team to do is to keep a 6+ month minimum horizon. Especially when building things from the ground up or rebuilding things that aren’t working.

There’s very little you can do that will make immediate and lasting results in under 6 months. You can run ads, reposition your offering, launch new campaigns, or make tweaks to existing pieces. And those can help!

But if you want real strategic change, there’s no substitute for building things slowly, one step at a time.

You can’t grow a tree by tomorrow, and it’s the same thing with strategic changes to your marketing.

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