It’s early November. The air is crisp, leaves are falling, and sweater weather is back. For B2B marketers, that can only mean one thing: planning season.

Are you still there? Those two words are often enough to make marketers scatter like leaves in the winter wind. I’ve been doing this for a long time, and I haven’t found one marketing leader who loves planning. (If you’re out there, let me know.)

But despite the annoyance, marketing budget planning is an absolute necessity. Without it, you can’t proceed or succeed. And unlike your taxes, you can’t file an extension.

For planning 2018, here are the top 4 mistakes almost all marketers tend to make, along with ways to correct them.

1. Spending too much time and energy trying to ascend Mt. Data Sourcing

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