Closing Strong: 4 Things to Stop Doing Right Now
As the year winds down, our clients are in the final stretch—but this isn’t the time to coast. December can seem like a wrap up month, but it is actually one of the most important moments of the year. It is the final chance to prove ROI, close out campaigns with impact, and build the momentum you need for next year.
Our EMM team has worked across industries for more than 20 years and we understand the pressure that comes with December. After thousands of campaigns, reports, and planning cycles, we have identified four behaviors that slow teams down at the exact moment when they need to accelerate.
To help you finish strong, here are four things the geeks at EMM recommend you STOP doing right now (yes, RIGHT NOW)—and what to focus on instead.
1. STOP relying on gut feelings instead of data
December is crunch time for reporting and budget justification. If you’re still making decisions based on assumptions or incomplete data, you’re missing a huge opportunity to demonstrate ROI.
Many times, we work with clients who discover that their results from their marketing efforts are only partially captured. This can lead to incomplete data, missed targets, and wasted spend.
What to do instead:
Put tracking at the center of every campaign. Provide your data and sales teams with FY26 hashtags when entering their lead data, encourage regular tracking, and record sales closed to show how these campaigns drive reach and results. Stress the importance of inputting this data, as it will help them receive additional funds later in the year. This data will be gold when justifying your FY impact come December 2026, completing your year-end reports, and securing budget for the following year.
2. STOP overloading prospects with generic content
Your prospects are busy and December is no exception. Bombarding them with generic, one-size-fits-all content or marketing materials can lead to disengagement and missed opportunities.
What to do instead:
Focus on providing your prospects with curated, relevant content that aligns with your target industries, customer segments, or product focus. Tailored content helps your materials to market more efficiently and drives better results — which you can then track and report.
3. STOP neglecting client feedback
Your clients have valuable insights about what’s resonating and what’s falling flat. Ignoring their feedback can lead to ineffective campaigns and strained relationships.
What to do instead:
Create simple ways for clients to share input through quick check ins or short surveys. Use this input to refine your messaging, offers, and enablement materials. Clients who feel heard are more engaged and stay motivated to drive results.
4. STOP treating December as a throwaway month
It’s easy to write off December as a “wrap-up” or slow period, but this month is your last chance to influence behavior, capture success stories, and secure testimonials. December is not just about closing out the current year, it’s also the perfect time to start planning for the next. Waiting until January means you lose momentum and risk scrambling to meet new goals.
What to do instead:
Start planning for next year now. Identify key campaigns, budget needs, and enablement plans. Align with your sales priorities and narratives early to ensure your initiatives are well-supported and timely. Plan a FY26 brainstorm session with an agency who can help with fresh ideas and innovative approaches.
December Is Your Mic-Drop Moment:
December is a pivotal month for marketers. If you can STOP these common pitfalls and move towards a more data-driven, client-centric, and forward-thinking approach, you’ll not only close out the fiscal year on a high note but also set the stage for sustained success.
This month isn’t about slowing down—it’s about strategic acceleration. By stopping these four counter-productive habits, you’ll:
Prove ROI and secure next year’s budget
Strengthen client and prospect relationships
Create intentional plans that position you as a strategic leader
Don’t let December slip away. Use the next few weeks to close FY25 with impact and set the stage for a triumphant FY26.
About the Author:
Abbie Heironimus is the owner of Extra Mile Marketing, a marketing agency specializing in technology marketing, with a 21 year tenure working with Microsoft and its partners. With years of experience helping partners of all sizes maximize their impact, Abbie is passionate about data-driven strategies and partner enablement.