Q4 has a way of bringing everything into focus, from the campaign you still want to launch to the budget that needs a home before December 31.

Though everything may feel urgent, now is the time to really lock in on a specific activity that can help you create momentum going into the new year. Use this checklist to determine where your best opportunity is before the end of the year. 

How to use the checklist

Review the three areas below and check every statement that's true for your team. The number of checkmarks you have is your score, which will help you uncover your most viable next step.

Get found

Buyers do most of their research before they ever talk to you. Though Google still sends the largest share of B2B traffic, AI-referred traffic is growing 350%+ year over year and converts 4.4x higher.

• We've checked how our brand shows up in ChatGPT, Perplexity, and Gemini within the last 90 days.

• We show up in AI answers and search results for the topics we want to own.

• Our content strategy is built for how AI tools find and cite content, alongside traditional SEO.

• Our best proof points, like case studies and original research, live on our website where search and AI tools can find them.

• We know what drove our organic traffic this year, and someone on the team owns growing it.

Your score: ___ / 5

Your next move

• 0 to 2 checkmarks: Your biggest opportunity is showing up where buyers research, so start with a free AI visibility audit to see where you stand.

• 3 checkmarks: You're already showing up in some places, so build an AEO content program around the topics you want to own before Q1.

• 4 to 5 checkmarks: You're in a strong position, so keep that lead with SEO content and a monthly AEO and SEO visibility check.

Why start now: AI search is the fastest-growing source of high-converting B2B visitors, so starting now puts you in the consideration set while buyers build next year's shortlists.

Free AI visibility audit: Creo conducts a free AI visibility audit, along with a 30-minute results walkthrough, so you'll know exactly where to focus before Q1. Learn more.

Own your position

Getting found only matters if buyers like what they see, and a sharp, consistent story is what turns that first visit into real interest.

• Our messaging matches what we sell, who we sell to, and how buyers talk about our category today.

• We can clearly explain what makes us the right choice for our buyers.

• Every team tells the same version of our story, from the website to the sales deck.

• Our content calendar has stayed consistent all year.

• Our best customer wins from this year are already written up as case studies.

Your score: ___ / 5

Your next move

• 0 to 2 checkmarks: Your biggest opportunity is a story that reflects where the business is headed, so start with a messaging refresh before next year's budget is set.

• 3 checkmarks: Your story has a strong foundation, so sharpen your brand positioning and get every team telling it the same way before January.

• 4 to 5 checkmarks: Your story is working, so turn this year's wins into case studies and Q1 campaigns.

Why start now: A refreshed story launched in Q4 means every Q1 campaign, sales conversation, and piece of content starts from the same strong foundation.

Two-week messaging refresh: Creo delivers a messaging refresh in two weeks, compared to the industry norm of three months or more, so your story is ready to lead every Q1 campaign. Learn more.

Grow revenue

Marketing and sales teams that share buyer journey insights are 1.6x more likely to exceed revenue growth expectations and 2.3x more likely to see higher sales conversion rates, according to Gartner.

• Sales and marketing share one definition of a qualified lead and one pipeline target we both report against.

• Our sales team actively uses the content that marketing creates at every stage of the deal.

• Leads move from first touch to first call quickly, with nurture and follow-up that keeps momentum going.

• We can show leadership which programs, including events and partners, sourced pipeline this year.

• Every dollar of our Q4 budget is committed to programs that will launch before the year closes.

Your score: ___ / 5

Your next move

• 0 to 2 checkmarks: Your biggest opportunity is getting marketing, sales, and budget pulling in the same direction, so align on one pipeline target and put your remaining Q4 budget to work before December 31.

• 3 checkmarks: Your engine has momentum, so strengthen the stage with the most upside through sales enablement, email nurture, or landing page conversion before Q1.

• 4 to 5 checkmarks: Your engine is running well, so lock in Q1 programs like events, partner marketing, and paid campaigns now so you're ready to launch in January.

Why start now: Q4 budget is the fastest path to a strong Q1, and programs that launch before the year closes give your team pipeline to build on in January.

One-week kickoff: Creo kicks off within one week of a signed contract, with sales enablement, email nurture, event, and partner programs built to turn the Q4 budget into Q1 pipeline. Learn more.

Where to start

Start with your lowest-scoring area, because that's where the right partner can make the biggest difference before the year closes. Start January with momentum already on your side.