---
title: "Building Your 2023 Marketing Plan"
url: https://metadata.io/resources/podcasts/building-your-2023-marketing-plan
description: "Demand Gen U podcast with Mark Huber and Jason Widup on practical approaches to annual marketing planning for B2B teams."
source: metadata.io
---

In this episode of Demand Gen U, **Mark Huber**, Head of Brand and Product Marketing at Metadata, and **Jason Widup**, VP of Marketing at Metadata, discuss the challenge of creating an annual marketing plan amid limited resources and unpredictable business conditions.

## Episode Summary

The hosts challenge the traditional approach to annual marketing planning, suggesting that flexibility and goal-setting are more effective strategies than detailed operational plans in today’s volatile business environment.

## Key Takeaways

### 1. Shorten Your Planning Horizon

Rather than committing to a full 12-month plan, plan one or two quarters in advance. Current market conditions make longer forecasts unrealistic.

### 2. Cross-Department Collaboration

Involve sales teams in marketing planning to ensure alignment across departments. Marketing plans built in isolation rarely survive contact with reality.

### 3. Goals Over Plans

Form yearly goals rather than detailed 12-month plans. Strict timelines become obsolete quickly due to market changes.