Now, Next, Later: The Roadmap Every Marketer Needs

Every day, there’s pressure to be on more channels, generate more leads, write more content, run more campaigns. The problem is, when you’re doing everything, you’re actually doing nothing well. 

That’s where the Now, Next, Later framework comes in. Developed by Joanne Gore, Chief Strategist at Joanne Gore Communications, it’s a simple but powerful way to take control of your marketing roadmap. Instead of drowning in “all the things,” it breaks the work into manageable, meaningful steps so you can focus on what matters most today, while building toward the growth you want tomorrow. 

Fun fact: in nearly every presentation Joanne gives, these golden nugget steps appear in the presentation slides, and they get the most attention, the most nods, and yes…the most phones snapping pictures. Because this is the part that hits home. This is what matters. 

What to Do Now 

This is your foundation. Skip this, and nothing else holds. 

Do the research
Who do you help? How do you help them? And why does it matter to them (not to you)? These questions sound basic, but most companies never answer them clearly. Instead, they try to sell to “everyone.” And if you’re selling to everyone, you’re connecting with no one. 

Getting clear here pinpoints your quickest time to money from an audience that will buy the fastest, spend the most, and bring you the highest profit. 

Set your KPIs
What does success look like? More leads? More sales? More credibility? Until you define what “more” means, your campaigns are just noise. KPIs turn effort into measurement. 

Do the math
Marketing is financial. How much are you willing to invest? How long will you wait before you expect ROI? Do you know what “good” looks like? Numbers give you permission to make decisions faster and avoid costly dead ends. 

Find the resources
Here’s the question no one likes asking: Who’s actually going to do the work? Someone has to write, design, launch, manage, track, optimize. Do you have the bandwidth in-house? Or do you need to train, hire, or outsource? Clarity here saves you from burning out your team or worse, launching a plan that nobody has time to execute. 

Why it matters:
The “Now” work isn’t flashy, but it’s the bedrock. Without it, your marketing is just tactics in search of a strategy. 

What to Do Next 

Now that you’ve got the foundation, it’s time to build something people can actually see. 

Do the research (again)
This time, it’s tactical. What keywords are your buyers searching? Which hashtags are they following? What channels are they active on? Think of it like scouting locations before opening a store. You wouldn’t just set up shop on a random street corner you’d go where the foot traffic already is. 

Figure out your CTA
Your buyers won’t act unless you tell them exactly what to do. Do you want them to download something? Request a sample? Leave a review? Don’t leave it vague. Be clear and then put that CTA everywhere. Your social profiles, email signatures, landing pages. 

Create the message
This is where you cut through the noise. Why you, and not the competition? What makes you valuable, different, or worth the buyer’s time? Your message is the story that makes people stop scrolling. 

Create the content
Now, translate that message into assets. Headlines. Emails. Page copy. Landing pages. Thank-you pages. And don’t just create once, repurpose and adapt across every channel. Think of it like Lego blocks: the same pieces can build different things. 

Launch
Here’s where most people hesitate. They wait until it’s perfect. But “perfect” is a trap. Launch when it’s ready enough to test and measure. The learning happens after you go live. 

Why it matters:
The “Next” stage is about momentum. You’re turning insights into action. You’re creating visibility, building consistency, and giving your buyers the chance to engage. 

Want to see how this works in practice? Check out our Case Study Masterclass. It’s proof that turning insight into income is about clarity, consistency, and the right story.  

What to Do Later 

This is where marketing turns from “campaigns” into “systems.” 

Track
Every campaign leaves footprints. Monitor what’s happening daily, weekly, monthly. Look for spikes, dips, and patterns. Which channel drove the most clicks? Which message actually converted? Tracking lets you see what’s really moving the needle. 

Measure
Not all metrics are created equal. Vanity metrics (likes, impressions, followers) look good on a slide deck, but they don’t always translate into sales. Focus on KPIs that align with your goals—whether that’s conversions, revenue, or credibility-building. 

Refine
Marketing is a feedback loop. Double down on what’s working. Change what isn’t. Consistency matters more than constant reinvention. 

Evaluate
Step back. Compare weekly progress to monthly targets, and monthly targets to quarterly KPIs. Don’t get lost in the weeds. Evaluate in cycles so you can pivot when needed. 

Repeat
Once you find what works, do it again on the next target, the next channel, the next quarter. Trends shift, buyer behaviors evolve. The businesses that succeed are the ones that stay nimble and keep learning. 

Why it matters:
The “Later” stage is all about evolving. Marketing never really ends. It just scales, adapts, and repeats. 

Keep Your Eye on the Destination 

The Now, Next, Later framework is about creating focus and giving yourself permission to build one step at a time without losing sight of where you’re going. 

Joanne Gore Communications (JGC) helps B2B businesses navigate this journey every day. With award-winning strategies and a full-service approach, we’re here to cut through the noise, guide you through each stage, and build marketing that empowers your business to do more business. 

Ready to see it in action? 

Read and download the ROI of a Messaging Playbook Case Study and then let’s craft your roadmap together.