Before you start

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2027 is shaping up to be a pivotal year for marketing teams.

Rather than offering ready-made answers, here are 20 essential questions to help you rethink your strategy, refocus your priorities and rediscover the value of what your company already owns.

These questions cover four key pillars:

Vision & strategy, Channels & content, Experience & data, and Organization & performance: a mix of ideas, data and reflection to move from thinking to action.

Before you build your 2027 marketing plan, take a step back!

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This guide helps you…

• Prioritize what will actually move your marketing plan forward.
• Spot the gaps between strategy, channels, data and execution.
• Surface two or three concrete decisions to make with your team.

How to use it

• Pick the pillar that matters most for your situation.
• Open the questions that speak to you and discuss them as a team.
• Write down your decisions, then measure your starting point with the scorecard.

Pick your pillar

Each pillar can be read on its own: start where the stakes are most concrete for your team.

👁️ 01. Vision & strategy

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Give your brand the strategic guidelines that will steer every choice in 2027.

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• 🎯 1. Are your marketing objectives tied to company objectives?
• 💬 2. Does your content reflect where the company is heading, not just what it sells?
• 🔎 3. Does your brand have a clear, recognizable priority for 2027?
• 🔀 4. Is brand consistency governed by processes, not just goodwill?
• 💸 5. Are your owned channels (website, email, community) at the heart of your strategy?

📣 02. Channels & content

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Turn every touchpoint into social proof for your company.

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• 🤖 6. Is AI strengthening your brand differentiation, not just your production pace?
• ⏲ 7. Do you set aside budget and time for controlled experimentation?
• ⚖️ 8. Is your paid / owned / earned mix managed against defined objectives?
• ⚠️ 9. Are your owned micro-channels (email signatures, internal banners) activated and consistent?
• ❓ 10. Do HR, IT, sales and marketing share the same brand language?