The end of the year invites reflection on the state of marketing and the state of the world. This compilation of questions from experts Noah Brier, Joe Chernov, and Perry Hewitt force us to think about 2019 and how we should concisely and intelligently plan.

How would you define where your organization is right now?
Scott Brinker pointed out the contradictory world marketers now live in: balancing how much we centralize or decentralize; automate or humanize. And there’s of course no one correct answer, but a series of judgements based on where your organization is right now. Consider this exercise for your marketing senior team when setting goals for 2019.

How are you measuring success against your marketing strategy?
Many marketing metrics reward more -more events, more campaigns, more microsites in service, ideally, of more results. What can you do less of in 2019?

How might you adjust your messaging should we enter a recession?
Agility in marketing execution becomes real in the face of a recession. How is your team preparing for a possible change in the economic status of their prospects and customers?

What is customer experience really about? (Besides buzzwords)
There’s some interesting research and thinking out of Gartner that we should be less focused on the customer as most people describe it and much more focused on the tasks they’re focused on completing in the buying process. Marketers need to move beyond the words and into something that can move their brand forward.

Why do marketing organizations struggle so much to make their reality meet their strategy?
There’s a big gap between the aspirations marketers have to deliver seamless omni-channel marketing and the reality. I think if we start to answer this question we can start to actually realize some of the promise encapsulated in all the conference talk.

If the “form-for-content” is no longer the means to enter the marketing-sales process, what would you replace it with?
You can still nurture leads without ever filling out a single form with the use of machine learning and AI.

The more things you’re interested in, the better your work will be. What, outside of marketing, can you get excited about?
Think about something that has nothing to do with marketing. Physics, art, poetry, whatever. Pentagram partner Michael Bierut explained on Design Observer that design “is almost always about something else. Corporate law. Professional football. Art. Politics. Robert Wilson. And if I can’t get excited about whatever that something else is, I really have trouble doing good work as a designer.”