Ah, the beginning of a new year. The moment when you 1) ask yourself where the hell has time gone 2) look back on how far we've come and well — in this case — how aligned you really were as a marketing team in 2024.
The big question is: how well do you score? No cheating, now.
Quiz: How integrated was your marketing approach in 2024?
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Marketing focus: How would you describe your primary marketing focus for 2024?
☐ 10 pts: We're versatile and ready for anything
☐ 6 pts: Jack of all trades, and master of... most, actually
☐ 2 pts: We've probably been more specialist this year
☐ 0 pts: Kinda stuck in our little marketing bubble, living that siloed life -
AI knowledge: How would you rate your AI knowledge, including how the AI landscape is changing into 2025?
☐ 10 pts: Advanced – AI is strategically integrated across multiple functions
☐ 6 pts: Comfortable – Using AI in some marketing processes, but not all
☐ 2 pts: Intermediate – Experimenting with tools here and there
☐ 0 pts: Novice – Minimal interest and even less understanding -
Cross-team collaboration: How would you describe your marketing team's internal collaboration?
☐ 10 pts: We're 100% in our integrated era (BIE = big integration energy)
☐ 6 pts: Regular team huddles that *actually* feel productive... shock
☐ 2 pts: Occasional cross-team efforts... but only when we're made to
☐ 0 pts: Minimal interaction, apart from some small talk making coffee -
Cross-functional collaboration: How did your marketing team collaborate with other departments in 2024?
☐ 10 pts: Consider us as aligned as can be (and the results can speak for themselves)
☐ 6 pts: Regular collaborative planning sessions to improve alignment
☐ 2 pts: That weekly sales meeting is on in the background, but mostly white noise
☐ 0 pts: We have absolutely no idea what anyone else is up to -
Content creation: How did you approach content creation across different platforms in 2024?
☐ 10 pts: We're content chameleons — same message, different vibes, great results
☐ 6 pts: Pretty cohesive narratives that translate well across channels
☐ 2 pts: Copy. Paste. Repeat. Hope for the best.
☐ 0 pts: Not going to lie, each platform is its own wild west -
Feedback processes: How efficient is your feedback process when it comes to content creation?
☐ 10 pts: Smooth sailing, meaning minimal disruption to everyone's workflows
☐ 6 pts: Internally, we've got this... but cross-functionally? Some blockers
☐ 2 pts: Takes a couple (hundred) pings on Slack / Teams, but we get there eventually
☐ 0 pts: We've just got rid of the feedback process completely — huge CBA
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Marketing alignment: How aligned do you think your marketing efforts are, compared to the overall business strategy?
☐ 10 pts: Marketing is a key driver of overall business objectives
☐ 6 pts: Definitely a strong connection between marketing and business strategy
☐ 2 pts: Aware of business objectives and could probably draw some comparisons
☐ 0 pts: Sorry, what business strategy? -
Strategy stubbornness: How adaptive was your marketing approach to emerging trends and technologies?
☐ 10 pts: Always keen to learn about and integrate new, necessary tools
☐ 6 pts: Sure, we proactively explore new things and experiment — but we struggle with buy-in sometimes
☐ 2 pts: Change can cause stress amongst the team, but 2025 we are prioritising we the necessary training
☐ 0 pts: Nope, change is too scary — let's stick to our comfort zone, please -
Performance tracking: How would you describe your approach to performance measurement and analytics?
☐ 10 pts: From marketing reporting to forecasting, we've got it covered
☐ 6 pts: Multi-channel tracking is our middle name
☐ 2 pts: We track our specific channels (but nothing else)
☐ 0 pts: Our content strategy is more based on our CMO's flavor of the week -
Customer insights: How did you make the most of customer feedback and insights in your 2024 marketing?
☐ 10 pts: Integrated feedback loop for ever-improving digital experiences
☐ 6 pts: We have our ears to the ground, always — don't you worry
☐ 2 pts: Send out occasional surveys... when we remember
☐ 0 pts: What does customer feedback have to do with anything?
🏆 Your integration scorecard
- Total per question: /10
- Total possible points: 100
Now, add up your points, stick a % on the end of it, and this is how integrated you are as a team:
- 0-20%: Way too siloed, dude
- 21-40%: A lot of room for improvement in 2025
- 41-60%: You’re starting to get it...
- 61-80%: Strong effort — we're impressed
- 81-100%: WERK IT, you’re so ready for the new year
2025: New year, new you, new strategy
OK, honestly how well did you score? If your marketing efforts sometimes felt... a little broken—disjointed campaigns, scattered team efforts, or missed connections—it’s likely a sign that your approach to integration needs a refresh.
Running your team with an integrated approach can make all the difference. When everything—people, processes, campaigns—aligns under one shared strategy, you move from chaos to clarity. The result? Better collaboration, greater efficiency, and smoother execution. You’ll be in a much better position to start 2025 strong and keep your marketing running seamlessly all year long.
