Ah, the beginning of a new year. The moment when you 1) ask yourself where the hell has time gone 2) look back on how far we've come and well — in this case — how aligned you really were as a marketing team in 2024.
The big question is: how well do you score? No cheating, now.
Quiz: How integrated was your marketing approach in 2024?
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Marketing focus: How would you describe your primary marketing focus for 2024?
☐ 10 pts: We're versatile and ready for anything
☐ 6 pts: Jack of all trades, and master of... most, actually
☐ 2 pts: We've probably been more specialist this year
☐ 0 pts: Kinda stuck in our little marketing bubble, living that siloed life -
AI knowledge: How would you rate your AI knowledge, including how the AI landscape is changing into 2025?
☐ 10 pts: Advanced – AI is strategically integrated across multiple functions
☐ 6 pts: Comfortable – Using AI in some marketing processes, but not all
☐ 2 pts: Intermediate – Experimenting with tools here and there
☐ 0 pts: Novice – Minimal interest and even less understanding -
Cross-team collaboration: How would you describe your marketing team's internal collaboration?
☐ 10 pts: We're 100% in our integrated era (BIE = big integration energy)
☐ 6 pts: Regular team huddles that *actually* feel productive... shock
☐ 2 pts: Occasional cross-team efforts... but only when we're made to
☐ 0 pts: Minimal interaction, apart from some small talk making coffee -
Cross-functional collaboration: How did your marketing team collaborate with other departments in 2024?
☐ 10 pts: Consider us as aligned as can be (and the results can speak for themselves)
☐ 6 pts: Regular collaborative planning sessions to improve alignment
☐ 2 pts: That weekly sales meeting is on in the background, but mostly white noise
☐ 0 pts: We have absolutely no idea what anyone else is up to -
Content creation: How did you approach content creation across different platforms in 2024?
☐ 10 pts: We're content chameleons — same message, different vibes, great results
☐ 6 pts: Pretty cohesive narratives that translate well across channels
☐ 2 pts: Copy. Paste. Repeat. Hope for the best.
☐ 0 pts: Not going to lie, each platform is its own wild west -
Feedback processes: How efficient is your feedback process when it comes to content creation?
☐ 10 pts: Smooth sailing, meaning minimal disruption to everyone's workflows
☐ 6 pts: Internally, we've got this... but cross-functionally? Some blockers
☐ 2 pts: Takes a couple (hundred) pings on Slack / Teams, but we get there eventually
☐ 0 pts: We've just got rid of the feedback process completely — huge CBA -
Marketing alignment: How aligned do you think your marketing efforts are, compared to the overall business strategy?
☐ 10 pts: Marketing is a key driver of overall business objectives
☐ 6 pts: Definitely a strong connection between marketing and business strategy
☐ 2 pts: Aware of business objectives and could probably draw some comparisons
☐ 0 pts: Sorry, what business strategy? -
Strategy stubbornness: How adaptive was your marketing approach to emerging trends and technologies?
☐ 10 pts: Always keen to learn about and integrate new, necessary tools
☐ 6 pts: Sure, we proactively explore new things and experiment — but we struggle with buy-in sometimes
☐ 2 pts: Change can cause stress amongst the team, but 2025 we are prioritising we the necessary training
☐ 0 pts: Nope, change is too scary — let's stick to our comfort zone, please -
Performance tracking: How would you describe your approach to performance measurement and analytics?
☐ 10 pts: From marketing reporting to forecasting, we've got it covered
☐ 6 pts: Multi-channel tracking is our middle name
☐ 2 pts: We track our specific channels (but nothing else)
☐ 0 pts: Our content strategy is more based on our CMO's flavor of the week -
Customer insights: How did you make the most of customer feedback and insights in your 2024 marketing?
☐ 10 pts: Integrated feedback loop for ever-improving digital experiences
☐ 6 pts: We have our ears to the ground, always — don't you worry
☐ 2 pts: Send out occasional surveys... when we remember
☐ 0 pts: What does customer feedback have to do with anything?
🏆 Your integration scorecard
- Total per question: /10
- Total possible points: 100
Now, add up your points, stick a % on the end of it, and this is how integrated you are as a team:
- 0-20%: Way too siloed, dude
- 21-40%: A lot of room for improvement in 2025
- 41-60%: You’re starting to get it...
- 61-80%: Strong effort — we're impressed
- 81-100%: WERK IT, you’re so ready for the new year
2025: New year, new you, new strategy
If you need some help upping that integration score — or if you want to have something saved for when your marketing feels little... broken — we've got just the thing.
Check out our guide to leading a bigger, badder, more integrated marketing team for 2025.
Disclaimer: No more budget or hiring necessary — it's time to do more, with less.
