Breaking the Myths of Annual Planning: A Smarter Way to Drive Growth

If your annual planning feels more like a ritual than a strategic exercise, you're not alone.

Across the building materials industry, many marketers enter the planning season with the same playbook they used last year. This could mean adjusting tactics here and there but never fully stepping back to evaluate whether the plan is built for the market now.
Sound familiar? Then you may be falling victim to some of the most common myths that stall planning, stifle innovation, and limit your ability to lead growth from the marketing seat.
In this episode of Constructive Insights, host Jen Candlish teams up with Kamila Karwowski, VP of Strategy, to challenge five outdated beliefs about annual planning. With experience guiding brands across the channel-driven world of building materials, Kamila brings a sharp, strategic lens to what great planning looks like in practice, and how marketers can lead the charge.

What You’ll Learn in This Episode:
• Why your marketing calendar should not be mistaken for a strategic plan
• How to prioritize budget allocation based on business impact (not fairness)
• Ways to keep your plan flexible and responsive in an ever-changing market
• How to get buy-in and alignment from cross-functional teams
• What metrics to track when traditional sales attribution doesn’t apply