Approach 2026 a little more from a marketing perspective.

Have the sales targets for 2026 already been defined?
Is the Hoshin Kanri matrix filled in down to the very last level of the organization?
Great. What could possibly go wrong…? 💪

But let’s be honest for a moment:
Have you once again set ambitious targets that must be delivered by exactly the same group of people as in 2025?

If that has worked flawlessly for years: compliments—don’t change a thing.
But if it has been falling short for years, then this classic still applies:
“If you do what you did, you get what you got.”

So… will you actually invest in marketing this time?

‼️Let’s be clear:
A Go-to-Market strategy for 2026 cannot exist without strong, strategic marketing.
To stick with football terminology:
“Who else is supposed to deliver that perfect assist?”

Positioning. Brand authority. Lead management. Employer branding. ESG. Circularity.
Not as separate slide-deck ornaments, but as one coherent whole.

So use January to fine-tune your KPIs.
Think of it as an extended Christmas break:
rest, reflection, and an honest look at your marketing strategy. 🔍

Don’t have one? Or has it been cut again this year?
Ouch… then go ahead and schedule a “cost-saving round” for the summer holidays.
📆 At least it’ll already be in the calendar.

Now, seriously.
Give marketing a position that genuinely moves the organization forward.
It’s better to invest in one strong strategic marketer than in yet another equivalent (sales) colleague.

And no—“I’ll just do it in the evenings with AI” is not a strategy.
It’s about spotting trends, cultures, and market shifts.
And above all, having the courage to look beyond January 1 to December 31.
Not one year ahead, but at least three.

AI is a tool.
Great for an image or a first draft.
But not a replacement for strategic thinking.

Need help?
Send me a personal message. I’ll call you back. ☎️
Chances are that conversation will be more enlightening than you expect.

Success in 2026.