The purpose of the company should be to support customers with their business goals. Your products are just a mean for your customers to achieve those goals. Customers can help you with product feedback, and hence they help you remain relevant to the customers.
Has your sales process evolved over the last one year? Have you included new stages to it? Have you incorporated further questions or new insights that you have acquired previously?
Your customers are sending your feedback at every touchpoint. If they are visiting your website, analytics would tell you about customer preferences. If they interact with you over the phone, the right questions can lead you to an insight goldmine. If they are visiting your store, your sales rep can interact to create meaningful relationships.
The pandemic has created lifelong changes, which amongst them are a pain for your customers. And, how is your offering address those pains inflicted by the COVID-19?
Marketing planning is an excellent opportunity for marketers to revisit their approach, tools, and frameworks based on business objectives. It is an opportunity to challenge themselves to do better rather than sticking to the status quo.