Feed the Fire: Give Your Business C.O.A.L. for 2026 Growth
By: Brandon Ives, CEO & Brand Strategist
A timeless holiday joke many of us heard as kids goes something like this: “if you’ve been bad this year, you’re going to get coal in your stocking for Christmas”. Giving someone coal for Christmas is not good. However, giving your business C.O.A.L. can be pivotal to your success next year. I use the acronym C.O.A.L. in the form of tips and tricks for end-of-year marketing planning and budgeting.
The end of the calendar year gives business leaders an opportunity to think ahead and plan for their marketing, communications, sales forecasting, and budgeting. Your marketing strategy, media planning, and technology investments play a big role in helping you meet your growth goals in 2026.
In an economy where market conditions and technology changes are the new normal, relying on last year’s plan is no longer an option. On top of that, your organization has evolved, and the old strategy may not work for your new goals. Let’s make sure your 2026 marketing strategy is aligned with your audience’s needs and is taking a data-driven approach. Let’s make sure you are allocating budget properly and that it isn’t viewed as an expense line item, but rather it’s seen as a growth investment that drives ROI and makes a positive impact on future P&L.
Every strategy is different depending on the goals, audience, and focus area. In some cases we will workshop ideas and solutions with our clients, and in other cases we’ll work more independently to self manage the planning and execution. For example, if we’re leading all aspects of marketing and communications we’ll put together a more comprehensive strategy and action plan for the year and break it into quarterly priorities. We’ll account for all aspects of marketing operations and coordination with other teams. If there is a specific campaign or focus area and we’re collaborating with an internal team, our strategy may be more condensed in areas of expertise or focused more on the components, metrics and deliverables. Ultimately, we align with our clients on what is most important to deliver in the strategy planning exercise.
Here are some quick tips, “stocking stuffers” that I hope will help you as you think about planning your marketing and communications for 2026.
C – “Conduct” an Audit of Past Marketing & Communications Activities
Before you can plan where you are going, you need to understand where you have been. You’ve tested things this past year. You’ve had some successes and likely some misses – that’s OK as long as you’re continuously monitoring, optimizing and improving. This goes for everything from creative brand content to more complex outbound digital campaigns. The words “campaign” and “test” are often interchangeable. Let’s continue to try new things, test, monitor, optimize and improve.
Tip: Review what worked, what did not, and where you saw the greatest return. Identify the tactics that produced measurable impact and build upon them. Do not repeat the same playbook simply because it feels familiar. Evolve it.
O – “Outline” an Overarching Strategy for How Marketing Will Achieve Business Goals
Complexity can slow progress. A clear and concise roadmap will help your team stay aligned and ready to execute.
Tip: Start with a simple plan that defines your business objectives, outlines SMART marketing goals, and keeps your audience at the center. Revisit your value proposition and what makes your brand distinct. Simplicity creates clarity, and clarity drives results. Don’t rely on a misguided AI prompt for something as important as your marketing and communications strategy. Think about your audience, look at existing data, and solicit input from knowledgeable stakeholders to help chart a roadmap to success.
A – “Allocate” Smart Budgets
Budgets are not barriers. They are blueprints for business operations. They are not cost centers; they are investments in growth.
Tip: Treat your marketing budget as a living document. Believe in your potential and invest in your growth. Base your spending on your goals and performance, not just last year’s numbers. Separate your marketing, communications, and advertising budgets so you can track ROI more accurately. Flexibility helps you adapt as the market changes.
L – “Link” Metrics to Goals
The best plans fall short without measurement. Look for ways to link your SMART goals with metrics to measure outcomes. In some cases, a tactic or a campaign is simply a step in the journey and should be viewed as a part of a larger process or funnel or pathway. That should be taken into consideration when looking at campaign attribution, metrics and KPI’s.
Tip: Make sure your marketing team aligns every campaign and tactic with a measurable outcome. Your marketing team or agency can help identify key metrics, but success depends on collaboration among marketing, sales, finance, and leadership. When everyone shares accountability, marketing becomes a true engine for growth rather than a cost center. Keep your marketing planning and budgeting top of mind.
Your 2026 success will not come from luck or last year’s leftovers. It will come from intention, focus, and consistent effort. Conduct. Outline. Allocate. Link. Feed your fire now so your organization has the energy to thrive long after the decorations come down.