Planning isn’t sexy. It doesn’t trend. No one’s going viral for updating their content calendar or plotting campaign touchpoints.

But here’s the hard truth most marketers won’t admit out loud: the teams that win are the ones who plan. Period.

As CEO of The Go! Agency, I’ve worked with growth-stage startups, international brands and Fortune 500s. And the difference between consistent growth and quarterly chaos always comes down to this — the presence or absence of a plan that actually works.

Yet every August, the same cycle begins. Q4 shows up like a freight train, and suddenly everyone’s scrambling:

• Campaigns are rushed
• Budgets are misaligned
• Messages are muddled
• Leadership is confused
• Teams are exhausted

And all of it could have been avoided with one thing: a strategic, forward-looking, execution-ready plan.

Related: Why Your Old Marketing Tactics Are Killing Your Growth in 2025

Why most marketing plans fail before they even start

Let’s stop pretending a planning session is a slide deck with buzzwords or a half-hearted brainstorm led by someone who still thinks “go viral” is a tactic.

Planning is not about checking a box. It’s about building a structure that connects real objectives to measurable actions across every channel. But most teams aren’t doing that.

They’re treating planning as an afterthought — if they’re doing it at all. And when your plan is a vague Notion doc, a disjointed task list or worse, a whiteboard of “cool ideas,” don’t be surprised when your campaigns flop.

The planning process has become a casualty of hustle culture. We’ve been trained to equate movement with progress. But in marketing, unplanned execution is just expensive guessing.

The fall framework that delivers results

At The Go! Agency, we’ve built and tested a framework that cuts through the noise. It’s what we used to help a premium pet nutrition brand drive over $47,000 in email campaign revenue and increase TikTok video views by nearly 500% in a single quarter.

It’s also what helped an international beverage equipment company exceed ROAS goals by 135% — scaling from 9.4 to 14.78 in just four months.

And no, it didn’t require 10 tools or a 92-slide deck.

Here’s how it works:

1. Set goals that actually mean something
“We want more engagement” is not a goal, but “We want a 30% increase in demo bookings from LinkedIn in Q4” is.

Start with your business objectives, not just marketing KPIs. Growth only happens when your marketing activities ladder up to tangible business outcomes.

2. Audit your current channels
You’re probably doing more than you think: emails, blogs, paid ads, social, events, PR. But how much of it is working — and how much is noise?

Take stock. Know what’s performing and why. Then cut what’s not moving the needle.

3. Lock in messaging that doesn’t suck
Your message is your fuel. If it’s generic, recycled or vague, your audience is already tuned out.

You don’t need “clever.” You need clear, compelling positioning that reflects your unique POV and actually speaks to real pain points.

And no — ChatGPT can’t do this for you. AI is a multiplier, not a mind reader. Garbage in, garbage out.

4. Match the message to the market
Segment smarter. The same campaign can’t serve every audience. Tailor your messaging per segment and then match it to the right platform.

LinkedIn for B2B thought leadership? Absolutely — it’s still the best platform for building trust and credibility with a professional audience. TikTok for brand storytelling? If your audience lives there, it’s a powerful way to connect through authentic, culture-driven content. Email for conversion? Still king — when it’s targeted, relevant and backed by a strong message.

5. Build around a calendar
Themes drive cohesion. A roadmap aligns execution. You need to know what’s happening when — and how your campaigns, content, sales pushes and partnerships sync up.

Planning gives you rhythm. That rhythm gives your team momentum.

Stop glorifying the grind

Let’s kill the myth that planning is rigid. The right plan is a launchpad — not a cage.

It’s what lets you pivot without panic when a new initiative lands in your lap. It’s what helps you say “no” to shiny distractions. And it’s what allows you to build campaigns that scale, not scramble.

You don’t need more meetings. You need direction. You don’t need a productivity tool with 30 integrations. You need strategic clarity.

The ROI no one talks about

Think planning is overhead? Here’s what it really unlocks:

• Smarter content with a clear purpose
• Faster execution with less firefighting
• Scalable campaign architecture
• Higher ROI with fewer wasted hours
• Cleaner data to prove your impact

And let’s not ignore the internal wins: clearer expectations, tighter collaboration and less burnout.

The brands that scale aren’t guessing. They’re mapping.

Related: 3 Marketing Trends You Need to Capitalize on Now Before Your Competition Beats You to It

Final word: be the marketer who’s ready

You can’t be bulletproof without a blueprint. And planning is your blueprint.

This fall, don’t wait to react. Build your roadmap now. Align your team. Ground your efforts in strategy, not spaghetti.

Because the truth is, in a landscape filled with marketers who are busy, the ones who are intentional will always win.

Crocs and Hollister yanked pop star D4vd from their latest marketing campaigns after a decomposing body was discovered in a Tesla registered to his name at a Los Angeles tow yard.

The brands pulled promotional images of D4vd, whose real name is David Anthony Burke, from their websites and social media pages, just days after unveiling him as the face of their “Dream Drop” collaboration.

“We are aware of this developing story,” the companies said in a joint statement to Footwear News.

“With respect to the current situation, we have removed campaign content featuring D4vd while the investigation continues.”

The campaign debuted Sept. 3 and showcased D4vd modeling Crocs clogs and Hollister apparel in coordinated pastel looks. Product images remain online, but Burke’s likeness has been scrubbed.

“I can’t say I’m surprised by the decision to remove D4vd from the campaign,” Scott Krady, founder and CEO of Magnitude, an integrated marketing/comms consulting firm, told The Post.

“Given the potential impact on Crocs and Hollister’s reputations, it’s probably a safe course of action from a brand image perspective.”

Krady told The Post that by keeping D4vd on board, “the new campaign could be at risk due to the investigation and, perhaps more importantly, association with it could harm their brand and consequently relationships with customers.”

“All of that adds the potential to really hurt their bottom lines.”

The Los Angeles Police Department said officers were called to the 1000 block of North Mansfield Avenue around 12:30 p.m. on Monday after workers at the Hollywood impound lot reported a foul odor coming from the electric car.

Inside the trunk of the vehicle, cops found human remains sealed inside a bag. Authorities said the Tesla had been at the tow yard for several days before the grisly discovery.

The victim is a woman, approximately 5’2″, with wavy black hair, found wearing a tube top, black leggings, a yellow bracelet, stud earrings, and bearing a ‘Shhhh’ tattoo.

The car is registered in Texas to David Anthony Burke — the 19-year-old singer known professionally as D4vd.

The LAPD said the investigation is active and ongoing. The identity of the deceased has not been released, and detectives have not publicly linked the musician to foul play.

The singer shot to prominence with viral hits “Here With Me” and “Romantic Homicide,” which racked up billions of streams on Spotify. His sophomore album “Withered” was released in April, with a deluxe edition slated to drop Sept. 19.

Burke has been a fixture on the touring circuit, opening for SZA on her “S.O.S.” arena trek and performing at Valentino’s men’s fashion show in Milan. His current “Withered 2025 World Tour” has played major venues across North America, with upcoming dates in Europe and Asia.

In July, Fortnite tapped D4vd’s single “Locked & Loaded” as the first official anthem for its Global Championship, cementing his crossover appeal with gaming audiences.

This summer he also teamed up with K-pop star Hyunjin of Stray Kids on the duet “Always Love” and collaborated with Australian indie singer Hannah Bahng on “L.O.V.E.U.”

Concert reviews from outlets including Soundcheck SF praised elaborate visuals, immersive set design and the emotional arc of his recent performances. Tickets for the world tour have ranged from $50 to $350, with sellouts reported in Los Angeles, Denver and New York.

Burke’s rise has been fueled by TikTok virality and word-of-mouth among Gen Z listeners. Since breaking out in 2022, he has signed with Interscope Records and amassed a devoted following that propelled him into mainstream pop stardom.

LAPD officials said the Tesla was impounded prior to the body’s discovery, though they did not specify why the vehicle was towed. Investigators are working to identify the victim and determine the cause of death.

Police confirmed the body was badly decomposed when found. The Los Angeles County Medical Examiner’s office is expected to conduct an autopsy.

Crocs and Hollister had touted their “Dream Drop” collection as a milestone — the first collaboration between the brands. Marketing materials described D4vd as the perfect fit, citing his influence across music, fashion and youth culture.

Neither Burke nor his representatives have commented publicly on the police probe or his removal from the campaign. His official website still lists upcoming tour dates, including shows in Berlin, Paris and London later this month.

D4vd’s label has not issued a statement.

The LAPD said no arrests have been made and further details will be released pending the coroner’s report.

The investigation remains open.