Because the first two weeks of January are a slow ramp-up period for marketing, setting quarterly goals can create a false sense of falling behind. Instead, establish separate monthly goals for January, February, and March to maintain team momentum and morale.
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The slow start to the year can make ambitious quarterly goals feel unattainable early on, hurting morale. Instead, set smaller, achievable monthly goals for January, February, and March. This approach builds momentum and keeps the team motivated.
Just like in venture capital, personal and professional goals often follow a power law. Each month or quarter, one single accomplishment is typically worth more than all others combined. The key is to identify that 'one thing' and go all-in on it, rather than diluting focus across a long list of lesser goals.
Sales teams often coast during the holidays, causing a slow Q1 start. The "30-day rule" posits that prospecting efforts in one month directly impact the pipeline for the next 90 days. Halting activity in December is the direct cause of a predictable January and February slump.
Audiences are overwhelmed in the first two weeks of January, leading to low engagement. Do not abandon new campaigns based on this data. Performance often rebounds significantly in the latter half of the month, with email click-through rates jumping by as much as 30%.
The first two weeks of January are a poor time to test new marketing initiatives. Audiences are distracted and catching up, leading to historically lower engagement. A failed test during this period may not accurately reflect the tactic's true potential, as evidenced by email click-through rates being 30% higher in late January.
Don't use static KPIs. Every month, analyze the activity metrics of reps who successfully hit quota. Use this data to set the new KPIs for the entire team for the upcoming month. This ensures targets are based on proven success and increases team buy-in.
To avoid "set it and forget it" goal setting, Atlassian teams use a monthly ritual. They score progress on their OKRs and write a public, tweet-sized update. This lightweight, consistent practice ensures accountability, maintains visibility across the company, and prompts regular re-evaluation.
Combat the tendency for teams to ease into the new year by anchoring them around what must be completed in the first month. This creates a "fast start," builds early conviction in the annual plan, and prevents playing catch-up in February and March.
A marketing system is not a "set it and forget it" solution. To ensure it runs effectively, implement a structured, recurring "momentum meeting." This monthly check-in drives accountability, facilitates alignment, and allows for continuous tuning and optimization of the system.
Most salespeople wait until the new year to plan their first quarter. In contrast, elite performers use November to set Q1 revenue goals, calculate the required pipeline, and map out their initial actions, ensuring they start January already in full motion.
