Planning for Success in 2026: Mat Rogers of Lizard Marketing | PCM 157

Dedicate your off-season (November/December) to comprehensive planning for the next year, including budgets for marketing, chemicals, salaries, and growth projections.

Develop a detailed marketing calendar that includes email campaigns, text campaigns, truck wrapping schedules, and event participation to ensure consistent brand presence.

Set clear and ambitious 'Big Hairy Audacious Goals' (BHAGs) that push your company beyond its current limits, aiming for 80% achievement rather than easily crushing small goals.

Implement efficiency goals alongside growth targets, such as optimizing routing to reduce gas costs or negotiating better chemical prices, to improve net revenue.

Ensure your sales team has a clear plan, sales goals, and proper training to overcome objections, especially if you aim to offer premium services.

Prioritize your Google Business Profile with at least 100 consistent reviews, using tools like Applause or Clickie, as AI favors consistency and high review counts influence lead generation.

Integrate new platforms like TikTok and LinkedIn into your digital marketing strategy, as AI is increasingly sourcing information from these channels for answer engine optimization (AEO).