How to create a playbook for when the most wonderful time of the year is no longer wonderful

The holiday season is one of the most anticipated yet dreaded times of the year for marketers. While we carefully craft our plans, develop creative assets, and double down on cocoa-like beverages (both the AM and PM kind), the path isn't always smooth sailing. The ultimate goal? Make it past the Cyber 5 forest, through ship cutoff lane, and down the chimney with a full bag of revenue. However, what seems like a straightforward path often becomes a harrowing adventure of promotional pivots, order delays, and continuously watching revenue.