As the year draws to a close, it’s time to pause and reflect on the journey we’ve traversed as marketers. This season is not just about festive celebrations; it’s also a moment of introspection and forward-thinking.

Yes, for some of us, it’s time for that dreaded annual review. However, there’s some merit in that goal-setting. Reflecting on the past year allows us to acknowledge our accomplishments, learn from our challenges, and appreciate our growth.

Maybe you commit to learning GA4 in 2024. Or perhaps you want to make a goal of exceeding last year’s metrics by a certain amount. Could be that there’s a promotion you’d like to achieve in 2024. Whatever it is you set your sights toward, remember that the way we track successes and plan for objectives are just as important as the goals themselves.

Reflect on the Past Year

List Achievements – Write down all your achievements, big and small, from the past year.

Evaluate Challenges – Identify the challenges you faced and how you addressed them.

Assess Growth – Consider areas where you’ve grown personally and professionally.

Gather Feedback – If possible, get feedback from peers or mentors to gain different perspectives.

Reflection is just one part of the equation. The dawn of the new year brings with it the opportunity to set fresh goals and resolutions. These aren’t just tasks or targets; they’re signposts that guide us toward personal and professional growth. When setting these goals, it’s important to be realistic. Break down larger goals into smaller, manageable milestones to avoid feeling overwhelmed.

Set Goals for the New Year

Define Clear Objectives – Set specific, measurable, achievable, relevant, and time-bound (SMART) goals.

Create Action Plans – Break down each goal into smaller, actionable steps.

Allocate Resources – Determine what resources (time, money, tools) you need to achieve your goals.

Establish Milestones – Set short-term milestones to track progress towards your long-term goals.

Remember, the new year is not about transforming into a new person overnight. It’s about continuous improvement and taking those small steps toward becoming the best marketers we can be. Whether it’s learning a new skill, improving work-life balance, or dedicating time to a particular skill set, each resolution is a commitment to our future selves.

Implement and Track Progress

Regularly Review Goals – Schedule periodic reviews of your goals to monitor progress and adjust as needed.

Stay Flexible – Be open to modifying your goals as circumstances change.

Seek Support – Don’t hesitate to seek support from colleagues, friends, or mentors.

Celebrate Progress – Acknowledge and celebrate your progress, even if it’s small, to stay motivated.

So, as we bid farewell to this year, let’s do so with gratitude for the experience. Let’s embrace the new year with open minds, ready to be new and improved marketers.

Laura Cuttill

Co-Founder & CMO

Laura A. Cuttill is a strategic and operational leader with a demonstrated ability to fuse business, financial, and technology interests into streamlined, profitable operations. Armed with a degree in marketing from Texas A&M University, Ms. Cuttill began her career in the Schlumberger Information Solutions department, working on identity management roll-out projects for Chevron and ExxonMobil.

In 2004 she joined Hal Green as a co-founder of Advertas, adding her organizational, analytical, and creative problem-solving skills to the team. In 2010 she left Advertas to co-found the identity management software company, 2FA, Inc. As COO / CMO for 2FA, she helped lead the company from concept to a 75% market share in target verticals for two factor authentication in four short years. After selling the business to Identity Automation in 2016, she returned to Advertas, continuing to support clients in the energy and process industries. She serves her clients with a unique vision of using cutting-edge software and marketing practices as a foundation to drive business growth.