{"id":109768,"date":"2024-11-25T06:22:25","date_gmt":"2024-11-25T14:22:25","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=109768"},"modified":"2025-05-21T09:49:19","modified_gmt":"2025-05-21T16:49:19","slug":"annual-planning","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/annual-planning\/","title":{"rendered":"Eight Product Pros on How to Ace Annual Planning"},"content":{"rendered":"\n<p class=\"has-text-align-left\">For those who embrace the annual planning ritual, Q4 can be a refreshing time to look back at what we\u2019ve accomplished and set a plan in motion to capture new opportunities.<\/p>\n\n\n\n<p>For everyone else, the <a href=\"https:\/\/thegood.com\/insights\/drive-and-convert-holiday-analysis\/\" target=\"_blank\" rel=\"noreferrer noopener\">holiday<\/a> season can feel like the worst time to wedge in annual planning. User behavior is erratic. Campaigns planned months ago are finally put into play. And with only 16 working days between Black Friday and Christmas Eve, there\u2019s hardly enough time to finish this year, let alone plan for next.<\/p>\n\n\n\n<p>Despite the time challenges and the tasks at hand, annual planning is an essential part of every mature product team\u2019s success. We asked eight digital leaders for their take on how to make OKRs and roadmaps sing.<\/p>\n\n\n\n<p>Keep reading for insights and advice from:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/dastillero9\/\" target=\"_blank\" rel=\"noreferrer noopener\">DiAmant\u00e9 Astillero<\/a>, Sr. Manager of Product Strategy &amp; Operations at <a href=\"https:\/\/skims.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Skims<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/christinebasile\/\" target=\"_blank\" rel=\"noreferrer noopener\">Christine Basile<\/a>, Director of Product Management, <a href=\"https:\/\/www.spins.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Spins<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/rosie-hoggmascall\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rosie Hoggmascall<\/a>, Fractional Head of Growth and Founder at <a href=\"http:\/\/growthdives.com\" target=\"_blank\" rel=\"noreferrer noopener\">Growth Dives<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/smukund\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sumita Paulson<\/a>, Senior Strategist at <a href=\"http:\/\/thegood.com\" target=\"_blank\" rel=\"noreferrer noopener\">The Good<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/ariana-cofone\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ariana Cofone<\/a>, Fractional COO and Founder at <a href=\"https:\/\/secret-ops.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Secret Ops<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/yao-wang-ph-d-fcas-a654337\/\" target=\"_blank\" rel=\"noreferrer noopener\">Yao Wang,<\/a> Group Director at <a href=\"https:\/\/www.mercuryinsurance.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mercury Insurance<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/maggie-paveza\/\" target=\"_blank\" rel=\"noreferrer noopener\">Maggie Paveza<\/a>, Senior Strategist at <a href=\"http:\/\/thegood.com\" target=\"_blank\" rel=\"noreferrer noopener\">The Good<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/trinamoitra\/\" target=\"_blank\" rel=\"noreferrer noopener\">Trina Moitra<\/a>, Head of Growth at <a href=\"https:\/\/www.convert.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Convert<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-start-with-goals-then-tap-your-team-for-intuition\">Start with goals, then tap your team for intuition<\/h2>\n\n\n\n<p>So, what is the best first step for annual planning?<\/p>\n\n\n\n<p>According to successful product teams, the recipe is a clear North Star, the right people in the room, and a data-driven mindset.<\/p>\n\n\n\n<p>Layering these three elements gives you a great foundation to start your planning.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-start-with-a-clear-north-star\">Start with a clear North Star<\/h3>\n\n\n\n<p>Our experts were clear on one thing, which is that rallying the organization starts with a clear vision at the top. Without direction from leadership, it\u2019s hard to involve the team.<\/p>\n\n\n\n<p>\u201cAnnual planning really does start at the top,\u201d says DiAmant\u00e9 Astillero, Sr. Manager of Product Strategy &amp; Operations at Skims.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIt&#8217;s super important for us to understand what the North Star is. If [leadership] is able to set that vision, set those goals for the company, then your team or your organization can start to bubble up and speak to what initiatives can drive and march to that North Star.\u201d<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-tap-the-team-for-insights\">Tap the team for insights<\/h3>\n\n\n\n<p>Once the North Star is clearly defined, Astillero suggests tapping into the embedded wisdom within each department, including engineering, marketing, product, and customer service, among other disciplines.<\/p>\n\n\n\n<iframe class='hippo-embed-frame hippo-embed-frame-inline-25651077' width='100%' height='100%' scrolling='no' style=\"display: block; margin-left: auto; margin-right: auto\" frameborder=0 marginwidth=0 marginheight=0 src='https:\/\/video.thegood.com\/video\/embed\/gqY-zE7cusMkXj-UUzU-1H2mMMwIdzfKb_LHBbwetYw?custom_asset_token=gqY-zE7cusMkXj-UUzU-1H2mMMwIdzfKb_LHBbwetYw&#038;hvlk=7WRQW8MaZXY0&#038;org_tok=5pD1e7SrWYyQbO6Ob9XsgA&#038;autoplay=false' allowfullscreen ><\/iframe><script>window.hippoEmbedSeo = \"\";<\/script><script src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-delivery-embed.js\" async><\/script><script>var hippoResponsiveInline25651077 = function() {var frames = document.querySelectorAll('.hippo-embed-frame-inline-25651077');for(var i = 0; i < frames.length; i++) {frames[i].style.height = (frames[i].offsetWidth\/1.777) + 'px';}};document.addEventListener('DOMContentLoaded', function() { hippoResponsiveInline25651077(); });window.addEventListener('resize', function() { setTimeout(hippoResponsiveInline25651077, 10); });hippoResponsiveInline25651077();<\/script><script>window._hippo_cx_domain = \"\";var hippo_script=document.createElement(\"script\");hippo_script.src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-embed-mh.js\";document.body.appendChild(hippo_script);<\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>\u201cEvery team - whether it\u2019s sales, marketing, customer success, legal, or product - contributes unique insights, from revenue trends to customer feedback to market shifts. It really requires teamwork to shape the bigger picture,\u201d says Christine Basile, Director of Product Management at Spins.<\/p>\n\n\n\n<p>Ariana Cofone, Fraction COO and Founder at Secret Ops, puts it this way,\u00a0<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\"Annual planning is like hosting a potluck\u2014you need everyone to bring their best dish to the table. Founders, leadership teams, department heads, and customer-facing voices (like sales or support) are non-negotiable. You want high-level strategic thinkers and those who are in the trenches daily, so you get a well-rounded view of what\u2019s working, what\u2019s broken, and what\u2019s got potential.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Using this embedded knowledge helps leaders understand what challenges and opportunities are at the top of each department's mind and what themes are common across the company.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-give-users-a-seat-at-the-table\">Give users a seat at the table<\/h3>\n\n\n\n<p>In addition to tapping departments for their perspective, experts stressed the importance of giving the end user a seat at the table in your annual planning. \u201cI consider customer data non-negotiable in planning,\u201d says Basile.<\/p>\n\n\n\n<p>For Rosie Hoggmascall, Fractional Head of Growth and Founder at <a href=\"http:\/\/growthdives.com\" target=\"_blank\" rel=\"noreferrer noopener\">Growth Dives<\/a>, the key is using data to understand where users get hung up in the conversion funnel.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cLook at the bottlenecks. Really look at the data and work out where the biggest area of improvement needs to be. That\u2019s a full-funnel analysis of each step of the customer journey.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Astillero suggests that customer experience teams should play a big part in forming your OKRs. Common complaints that come from users directly are an incredible way to include the user perspective in your work. \u201cThat first-party, real, qualitative data is super super important.\u201d<\/p>\n\n\n\n<iframe class='hippo-embed-frame hippo-embed-frame-inline-25651138' width='100%' height='100%' scrolling='no' style=\"display: block; margin-left: auto; margin-right: auto\" frameborder=0 marginwidth=0 marginheight=0 src='https:\/\/video.thegood.com\/video\/embed\/Kd7Kuaou16LavHGfoU8deWagEt4rmXkwOJ2dg-d_4WI?custom_asset_token=Kd7Kuaou16LavHGfoU8deWagEt4rmXkwOJ2dg-d_4WI&#038;hvlk=nG9Q3ryJyPgD&#038;org_tok=5pD1e7SrWYyQbO6Ob9XsgA&#038;autoplay=false' allowfullscreen ><\/iframe><script>window.hippoEmbedSeo = \"\";<\/script><script src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-delivery-embed.js\" async><\/script><script>var hippoResponsiveInline25651138 = function() {var frames = document.querySelectorAll('.hippo-embed-frame-inline-25651138');for(var i = 0; i < frames.length; i++) {frames[i].style.height = (frames[i].offsetWidth\/1.777) + 'px';}};document.addEventListener('DOMContentLoaded', function() { hippoResponsiveInline25651138(); });window.addEventListener('resize', function() { setTimeout(hippoResponsiveInline25651138, 10); });hippoResponsiveInline25651138();<\/script><script>window._hippo_cx_domain = \"\";var hippo_script=document.createElement(\"script\");hippo_script.src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-embed-mh.js\";document.body.appendChild(hippo_script);<\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>So, for Hoggmascall, analyzing user bottlenecks through data is essential, while Astillero emphasizes leveraging customer feedback to inform planning directly. Together, these approaches ensure the user\u2019s voice is present at every stage of the process.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-evaluate-the-previous-year-s-experiments\">Evaluate the previous year\u2019s experiments<\/h3>\n\n\n\n<p>While we\u2019re planning for next year, it\u2019s important to evaluate the current year. \u201cLessons from 2024 should guide where you double down, experiment, or pivot,\u201d says Cofone.&nbsp;<\/p>\n\n\n\n<p>If you have an active experimentation program, our experts suggest you <a href=\"https:\/\/thegood.com\/insights\/compound-learnings\/\" target=\"_blank\" rel=\"noreferrer noopener\">review the tests<\/a> you\u2019ve run in the past year.<\/p>\n\n\n\n<p>\u201cPrevious experiments offer a trove of insights,\u201d says Sumita Paulson, Senior Strategist at The Good.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cReviewing \u2018learners\u2019 especially, which is what we call tests that don\u2019t win, is a great way to understand what you haven\u2019t been able to adequately solve for. There\u2019s usually a ton of opportunity there.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>To Paulson, reviewing learners is a critical step because it helps shorten the time-to-action.<\/p>\n\n\n\n<p>\u201cYou have the background from original research, and you\u2019re armed with insights from the variant that didn\u2019t perform as you hypothesized. You\u2019ll be able to apply that to a roadmap.\u201d<\/p>\n\n\n\n<p>This retrospective approach not only identifies gaps but also accelerates progress by building on past learnings.<\/p>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-c842da9 reusable-block-2-column good-question-block\" data-block-id=\"c842da9\"><style>.stk-c842da9{max-width:1500px !important;margin-top:30px !important;margin-bottom:30px !important}.stk-c842da9-column{max-width:941px !important}@media screen and (max-width:767px){.stk-c842da9{--stk-col-order-1:2 !important;--stk-col-order-2:1 !important}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-c842da9-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-8993c44 horizontal-form-container\" data-v=\"4\" data-block-id=\"8993c44\"><style>.stk-8993c44-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important;background-color:#c3ddf0 !important;border-top-left-radius:12px !important;border-top-right-radius:12px !important;border-bottom-right-radius:12px !important;border-bottom-left-radius:12px !important;overflow:hidden !important;max-width:701px !important;padding-top:40px !important;padding-right:35px !important;padding-bottom:40px !important;padding-left:35px !important}.stk-8993c44{margin-top:0px !important}.stk-8993c44-container:before{background-color:#c3ddf0 !important}@media screen and (max-width:1023px){.stk-8993c44-container{padding-bottom:60px !important}}@media screen and (max-width:767px){.stk-8993c44-container{padding-bottom:60px !important}}<\/style><style class=\"stk-custom-css\">.stk-8993c44 figure{margin:0 !important}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-8993c44-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks stk-8993c44-inner-blocks\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-791f1b3\" id=\"span-style-color-0277-c-0-class-stk-highlight-enjoying-this-article-span\" data-block-id=\"791f1b3\"><style>.stk-791f1b3{margin-bottom:12px !important}.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;color:#ffffff !important}@media screen and (max-width:1023px){.stk-791f1b3 .stk-block-heading__text{font-size:36px !important}}@media screen and (max-width:767px){.stk-791f1b3 .stk-block-heading__text{font-size:24px !important}}<\/style><h3 class=\"stk-block-heading__text has-text-color has-text-align-center\"><span style=\"color: #0277c0;\" class=\"stk-highlight\">Enjoying this article?<\/span><\/h3><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-30f99ae\" data-block-id=\"30f99ae\"><style>.stk-30f99ae{margin-bottom:20px !important}.stk-30f99ae .stk-block-text__text{color:#ffffff !important}<\/style><p class=\"stk-block-text__text has-text-color has-text-align-center\"><span style=\"color: #000000;\" class=\"stk-highlight\">Subscribe to our newsletter, Good Question, to get insights like this sent straight to your inbox every week.<\/span><\/p><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"64ede74e-e88f-44c7-996f-78859799755a\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768314579000-0034889533\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768314579000-0034889533\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-opportunity-size-with-the-right-data\">Opportunity size with the right data<\/h2>\n\n\n\n<p>Once you\u2019ve touched base with the experts around you, reflected on the last year, and know what might move the needle, it\u2019s time to do some opportunity sizing. That\u2019s where good data is essential.<\/p>\n\n\n\n<p>\u201cYou may have a hunch as to what you need to work on, but bringing data to the conversation adds a level of clarity and direction that is non-negotiable,\u201d says Maggie Paveza, Senior Strategist at The Good.<\/p>\n\n\n\n<p>For prioritizing on-site or in-app changes, Paveza recommends running a report in Google Analytics for a 12-month period, paying special attention to the effectiveness of various segments and understanding how metrics vary across page, device type, user groups, and channel groups. To Maggie, it\u2019s all about understanding where effort and impact are at an optimum. \u201cI like to ask myself, \u2018If I could get a 5% uplift in any of these areas, what would that look like?\u2019\u201d says Maggie.<\/p>\n\n\n\n<p>For Astillero, being able to define the potential ROI of the opportunities doesn\u2019t just support prioritization but helps you advocate for resources.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIf you're able to assign some dollar amount impact or KPI-driven impact to whatever initiatives that you're working on, you have a better chance of negotiating and compromising with your stakeholders and the resources that you need to get those things over the line.\u201d<\/p>\n<\/blockquote>\n\n\n\n<iframe class='hippo-embed-frame hippo-embed-frame-inline-25651127' width='100%' height='100%' scrolling='no' style=\"display: block; margin-left: auto; margin-right: auto\" frameborder=0 marginwidth=0 marginheight=0 src='https:\/\/video.thegood.com\/video\/embed\/-GjHHmV1BeDE0DVlaYILA0XFBwTDpyuqpRskYyZZxiY?custom_asset_token=-GjHHmV1BeDE0DVlaYILA0XFBwTDpyuqpRskYyZZxiY&#038;hvlk=86oP6mBedkvY&#038;org_tok=5pD1e7SrWYyQbO6Ob9XsgA&#038;autoplay=false' allowfullscreen ><\/iframe><script>window.hippoEmbedSeo = \"\";<\/script><script src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-delivery-embed.js\" async><\/script><script>var hippoResponsiveInline25651127 = function() {var frames = document.querySelectorAll('.hippo-embed-frame-inline-25651127');for(var i = 0; i < frames.length; i++) {frames[i].style.height = (frames[i].offsetWidth\/1.777) + 'px';}};document.addEventListener('DOMContentLoaded', function() { hippoResponsiveInline25651127(); });window.addEventListener('resize', function() { setTimeout(hippoResponsiveInline25651127, 10); });hippoResponsiveInline25651127();<\/script><script>window._hippo_cx_domain = \"\";var hippo_script=document.createElement(\"script\");hippo_script.src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-embed-mh.js\";document.body.appendChild(hippo_script);<\/script>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-practice-two-way-communication\">Practice two-way communication<\/h2>\n\n\n\n<p>The level of fidelity decided on during annual planning varies widely from company to company. While some leaders build roadmaps with Gantt charts and loose timelines, others simply set OKRs and expect apt teams to figure out how to do it.<\/p>\n\n\n\n<p>Each approach has earned valid criticism:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Roadmaps with rigid sprints can instill a false sense of confidence, and their inflexibility can put unnecessary pressure on the team<\/li>\n\n\n\n<li>OKRs that come top-down without loose initiatives often feel like \u201cextra work\u201d to the individual contributors on the ground<\/li>\n<\/ul>\n\n\n\n<p>Whatever approach you decide on, experts agree that the key to making a plan that\u2019s both meaningful and actionable is transparency. \u201cWhen in doubt, involve the team; they\u2019ll often have great insight on what matters most,\u201d says Cofone.<\/p>\n\n\n\n<p>Yao Wang, Group Director at Mercury Insurance, says transparency and authority are key to making OKRs meaningful at every level of the company. \u201cWe are trying to find a balance of OKRs that guide the specialist on the ground to make a decision.\u201d<\/p>\n\n\n\n<p>To Wang, transparency is a two-way street. Leaders need to provide clarity about how the vision was formed, and individual contributors need a mechanism to share how their work contributes to the larger objectives.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-t-forget-about-research\">Don\u2019t forget about research<\/h2>\n\n\n\n<p>While it\u2019s tempting to look at the opportunities at hand and want to jump into action, experts caution not to forget about research. Hoggmascall puts it bluntly: \u201cPut research on the roadmap.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIt\u2019s a valid use of time and can mean that you are not wasting resources on areas where you don\u2019t understand the customer.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Paulson says carving out time for research initiatives is especially important for those who don\u2019t have an \u201calways on\u201d research mechanism like on-site surveys or CSAT scores.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWe\u2019re always working to improve the customer experience, and an important part of that is just keeping an eye out for hidden friction. It\u2019s a great way to catch bugs and make immediate improvements, but it also means that we\u2019re always adding things to the backlog and building a deepened understanding of your audience.\u201d <\/p>\n<\/blockquote>\n\n\n\n<p>Paulson stresses that for her clients, \u201conce per year research is nowhere near enough to get an edge.\u201d<\/p>\n\n\n\n<p>Trina Moitra, Head of Growth at Convert, agrees that research can make or break your annual planning efforts. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\"Original research is non-negotiable. Put together a team if you can \u2026 and go after qual\/quant data. You are sitting on both. You just don\u2019t know it.\"<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-prioritize-ruthlessly\">Prioritize ruthlessly<\/h2>\n\n\n\n<p>Once you\u2019ve crafted an aspirational yet actionable annual plan, don\u2019t be afraid to express priorities with cutthroat clarity.<\/p>\n\n\n\n<p>As Wang expressed, giving employees clarity as to which objectives and KPIs are top priority emboldens them to make decisions that truly support the company.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIt's hard for the top to guide everything. But if each person can ask in their own right \u2018Is that the most important thing?\u2019 that\u2019s valuable to everyone.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>Moitra added that the team at Convert uses a helpful three-step framework to prioritize initiatives. The team asks:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What are the current business priorities (strategy review) and how would the undertaking impact them?&nbsp;<\/li>\n\n\n\n<li>What can I project about the outcome?&nbsp;<\/li>\n\n\n\n<li>What can I delete to free up additional resources to tackle both?<\/li>\n<\/ul>\n\n\n\n<p>\"By the time we\u2019ve answered all three questions, we know what to do,\" she says.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-set-a-good-foundation-for-2025\">Set a good foundation for 2025<\/h2>\n\n\n\n<p>Instead of approaching annual planning like a task to check off, embrace the opportunity to align your organization around common goals.<\/p>\n\n\n\n<p>\u201cPlanning is about bringing people together to create a shared understanding of what success looks like and crafting a roadmap that everyone can rally behind,\u201d says Basile.<\/p>\n\n\n\n<p>Hopefully, you can find inspiration in the delicate balance of strategic vision and practical execution that the experts summarized in their tips. Their success is proof of concept.<\/p>\n\n\n\n<p>If you\u2019d like to learn how to incorporate experimentation and compounding growth into your planning, <a href=\"https:\/\/thegood.com\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">get in touch here<\/a>. The Good works with product teams to optimize the digital experience with research, validation, and implementation.<\/p>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container cta-button ugb-e894df8 ugb-container--v2 ugb-container--design-image2 ugb-container--collapse-on-mobile ugb-main-block\"><style>.ugb-e894df8-wrapper.ugb-container__wrapper{padding-top:0 !important;padding-bottom:0 !important;background-color:#000000 !important}.ugb-e894df8-wrapper > .ugb-container__side{padding-top:35px !important;padding-bottom:35px !important}.ugb-e894df8-wrapper.ugb-container__wrapper:before{background-color:#000000 !important}.ugb-e894df8-content-wrapper > h1,.ugb-e894df8-content-wrapper > h2,.ugb-e894df8-content-wrapper > h3,.ugb-e894df8-content-wrapper > h4,.ugb-e894df8-content-wrapper > h5,.ugb-e894df8-content-wrapper > h6{color:#ffffff}.ugb-e894df8-content-wrapper > p,.ugb-e894df8-content-wrapper > ol li,.ugb-e894df8-content-wrapper > ul li{color:#ffffff}.ugb-e894df8-wrapper > .ugb-container__image{background-image:url(https:\/\/thegood.com\/wp-content\/uploads\/Example-Images.png);width:40% !important}@media screen and (min-width:768px){.ugb-e894df8.ugb-container{margin-bottom:35px !important}}@media screen and (max-width:768px){.ugb-e894df8-wrapper > .ugb-container__image{height:300px !important}}.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > *{justify-content:center !important}@media screen and (min-width:768px){.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > .ugb-container__wrapper > .ugb-container__side{padding-top:8% !important;padding-bottom:8% !important;padding-right:8% !important;padding-left:8% !important}}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-e894df8-wrapper\"><div class=\"ugb-container__image\"><\/div><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-e894df8-content-wrapper\">\n<h5 class=\"wp-block-heading\" id=\"h-find-out-what-stands-between-your-company-and-digital-excellence-with-a-custom-5-factors-scorecard\"><span style=\"color: #ffffff;\" class=\"ugb-highlight\">Find out what stands between your company and digital excellence with a custom 5-Factors Scorecard\u2122<\/span>.<\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-main-blue-background-color has-text-color has-background no-border-radius wp-element-button\" href=\"https:\/\/thegood.com\/5factors\/\" target=\"_blank\" rel=\"noreferrer noopener\">GET YOUR SCORECARD<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":36,"featured_media":109772,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["We talked to eight product strategy experts about how to make the most of annual planning. Here\u2019s how to start 2025 on the right foot."]},"insight-category":[10072],"insight-tag":[79,10082,7004,10162],"class_list":["post-109768","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-optimization-strategy","insight-tag-content-optimization","insight-tag-customer-experience","insight-tag-marketing","insight-tag-saas"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-scaled.jpg",2560,1707,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-300x200.jpg",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-768x512.jpg",768,512,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-2048x1365.jpg",2048,1365,true],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-600x400.jpg",600,400,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-113x75.jpg",113,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-300x300.jpg",300,300,true],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-400x400.jpg",400,400,true],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-600x600.jpg",600,600,true],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-cottonbro-5990036-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>For those who embrace the annual planning ritual, Q4 can be a refreshing time to look back at what we\u2019ve accomplished and set a plan in motion to capture new opportunities. For everyone else, the holiday season can feel like the worst time to wedge in annual planning. User behavior is erratic. Campaigns planned months ago are finally put into play. And with only 16 working days between Black Friday and Christmas Eve, there\u2019s hardly enough time to finish this year, let alone plan for next. Despite the time challenges and the tasks at hand, annual planning is an essential&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Natalie Thomas","url":"https:\/\/thegood.com\/author\/natalie-thomas\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Eight Product Pros on How to Ace Annual Planning - The Good<\/title>\n<meta name=\"description\" content=\"Learn how product strategy experts make the most of annual planning so you can start 2025 on the right foot.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/insights\/annual-planning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eight Product Pros 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