Marketing Organization and Growth Strategy
Discover how a rigorous marketing organization can become a true growth engine. Strategies, tools, and a practical 5-step checklist.
Hello,
Many businesses and self-employed professionals launch marketing actions sporadically: a Facebook post here, a flash promotion there, an occasional blog article. The problem? Without organization, these efforts rarely add up.
The result: an irregular online presence and limited growth.
On the other hand, a growth strategy is first and foremost based on rigorous organization. When actions are planned, coordinated, and monitored, they become powerful levers to build lasting visibility and generate new opportunities.
In this article:
Learn how to transform a simple marketing calendar into a real growth engine.
Discover how to combine organic, paid, partnership, and offer-based growth for a solid strategy.
Download our practical 5-step checklist to structure your actions and increase efficiency.
"According to a BDC survey in 2023, Quebec SMEs that plan their digital actions see their revenues grow on average twice as fast as others."
The Importance of Marketing Organization
Before thinking about growth, you need to bring order to your marketing.
Define clear objectives: Do you want to gain visibility? Generate qualified leads? Increase sales? Retain existing clients? Each objective requires a tailored approach.
Structure a marketing calendar: Whether monthly, quarterly, or yearly, your calendar should include all actions—promotions, publications, events, advertising campaigns. It becomes your roadmap.
Centralize your content: Instead of managing blog posts, social media, and emails separately, bring them together in one plan. This ensures brand consistency.
Use the right tools: Asana, Trello, Notion, or even a simple Excel sheet can work. The important part is to visualize all your actions and simplify tracking.
The Perspective of Quebec SMEs
In Quebec, the vast majority of businesses are small and medium-sized enterprises: more than 99% have fewer than 100 employees (Source: Statistics Canada). This means that, in many cases, marketing is handled directly by the owner or a very small team.
Without organization, every publication or promotion becomes an isolated task, often done in a rush. Yet several Quebec institutions remind us that structured marketing is a key factor for growth. For example, the Business Development Bank of Canada (BDC) highlights that SMEs with a formal marketing plan experience growth that is up to 60% more stable than those who improvise.
In addition, programs such as the Canada Digital Adoption Program (CDAP) or Quebec’s tax credits for digital innovation help fund part of these efforts. In practice, even a simple marketing calendar and a few performance indicators are often enough to meet eligibility criteria.
In other words: for Quebec SMEs, structuring marketing is not only a matter of efficiency, it is also a way to access funding and gain a competitive edge in the local market.
W+M’s Four-Pillar Growth Strategy
Once organization is in place, it’s time to think about growth. It doesn’t rely on just one channel but on a balanced combination:
Organic Growth
SEO optimization to appear in search results.
Consistent, high-value content creation (articles, videos, guides).
Building an engaged social media community.
Paid Growth
Online advertising campaigns on Meta (Facebook, Instagram) or Google Ads.
A/B testing for continuous optimization.
Adjusting budgets for peak periods.
Partnership Growth
Collaborations with influencers, partners, or brand ambassadors.
Co-creating events or cross-offers.
Expanding audiences through visibility exchanges.
Offer-Based Growth
Diversifying products or services.
Targeted promotions for specific segments (new clients, loyal subscribers).
Launching exclusive or seasonal editions.
Organization and Growth
Organization is the foundation that makes growth possible. Without organization: marketing actions are scattered, impact is limited, and measurement is difficult. With organization: each action is part of a coherent whole. Results can be tracked, compared, adjusted—and above all, improved.
A concrete example: an SME that plans an annual calendar of promotions (quarterly or seasonal) creates a rhythm clients come to expect. Each promotion attracts new prospects, strengthens the subscriber base, and sets up the next campaign. The cumulative effect is exponential.
A Checklist to Get Started
Here’s a simple 5-step checklist to put an effective marketing organization in place:
Define three precise marketing objectives for the year.
Create a simple calendar (Google Sheets or Excel) and lock in your key actions.
Choose two main channels (e.g., blog + Instagram) instead of spreading across six platforms.
Plan one major promotion per quarter to create strong milestones.
Review your results monthly to adjust your actions.
Want to go further? Apply these 5 steps to your monthly marketing calendar now and measure your results from the very first promotion.
Conclusion
Marketing organization is not a constraint: it’s an investment that structures your efforts and gives meaning to every action. Growth is the direct result of this discipline.
By planning your content and promotions, you stop reacting randomly—you create a long-term development strategy. After all, in marketing as in business, those who plan move forward, those who improvise stand still.
Happy back-to-business season! See you on the Blog.
Jeff Maheux
Sources:
Statistics Canada – Profile of small and medium-sized businesses in Quebec. www.statcan.gc.ca.
Business Development Bank of Canada (BDC) – Studies and surveys on SME growth. www.bdc.ca/en/knowledge.
Canada Digital Adoption Program (CDAP) – Grants for business digital transformation. ised-isde.canada.ca/site/canada-digital-adoption-program.
Cr images: Production Services W+M.
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