Australian SMEs often view marketing planning as a ‘nice to have’, rather than a core driver of business performance. However, as competition intensifies and economic conditions become more unpredictable, a robust strategic approach to marketing isn’t just beneficial – it’s essential for survival and growth. We’re already seeing the foundations for this shift in 2025, and the impact will be significantly quantifiable moving into 2026.

So, can we put a number on it? Absolutely. Here’s how we anticipate strategic marketing planning will impact your bottom line:

• Increased Revenue per Customer: A well-defined strategy focuses on understanding customer lifetime value (CLTV). By optimising touchpoints and nurturing relationships, we expect businesses with strategic plans to see a 15-20% increase in revenue generated from each customer. This isn’t just about more sales; it’s about smarter sales.
• Reduced Customer Acquisition Cost (CAC): Without a plan, marketing spend often feels scattered. Strategic planning allows for targeted campaigns, focusing on the most profitable customer segments. We project a 10-15% reduction in CAC for businesses that prioritise strategic channel allocation and messaging.
• Improved Marketing Efficiency (ROMI): Return on marketing investment (ROMI) is the ultimate measure. Businesses with documented strategies consistently achieve a higher ROMI – typically 20-30% better – because they’re measuring, analysing, and adapting based on data, not guesswork.
• Enhanced Brand Equity: A strategic plan isn’t just about immediate sales. It builds a consistent brand message and strengthens your position in the market. While harder to quantify directly, increased brand equity translates to pricing power and customer loyalty, contributing to long-term sustainable growth.

These aren’t arbitrary figures. They’re based on our experience working with hundreds of Australian SMEs and modelling the impact of strategic interventions. The key is moving beyond tactical ‘campaigns’ and embracing a holistic, data-driven approach to marketing. The businesses that invest in strategic marketing planning now will be best positioned to capitalise on opportunities and navigate challenges in the years ahead.

The next step is simple: dedicate time to developing a comprehensive marketing strategy. Don’t try to do it alone. Partner with experienced consultants to ensure your plan is aligned with your business goals and delivers measurable results.