Take A Hard Look At Your 2016 ROI …

Review your ROI from 2016, suggests Como Kauth, at BCM One. "Analyze what marketing programs worked, what didn’t work. Always review to improve on your programs for next year," she says.

You can do that more easily with digital marketing, but traditional vehicles such as events may not be as easy, according to Como Kauth. "That’s why having a tight relationship with sales is essential to track the results that still have to be manually tracked to ensure you get accurate feedback," she writes.