Marketing Calendar Development
The calendar that keeps every channel in sync.
Workflow
Step 1Annual Theme Definition
ObjectiveDefine overarching marketing theme/strategy for year
InputAnnual GTM strategy, market positioning, customer needs
OutputAnnual marketing theme and pillars
Key activities
Define annual theme, define 3-5 marketing pillars/topics, identify key moments/events, plan messaging flow
Decision points
Compelling theme? Aligned to strategy? Flexible enough for changes?
Tools: Strategy templates, content planningRoles: Marketing leadership (theme), Product marketing (positioning)
Success: Clear annual theme with 3-5 pillars
Quality gate: Theme approved by leadership
Why it matters
- A synchronized calendar turns scattered marketing into a compounding story. Without it, channels contradict each other and nothing lands.
Best practices
- Anchor the calendar to the annual theme.
- Coordinate campaigns across channels and dates.
- Assign owners per item.
- Track performance against the calendar.
Common mistakes
- A calendar that's a list of random posts.
- Channels running in silos.
- No owners or deadlines.
Key questions
- Does the calendar ladder to the theme and the target?
- Is every item owned and scheduled?
Agents that drive this
Campaign BuilderWriter
Tools we use · alternates in [ ]
Notion[ Confluence, Obsidian ]n8n[ Zapier, Make, Airflow ]