Take a look at this article from Marketing Insider Group that makes some excellent points about how to assess your marketing strategy this year. You'll find some good suggestions, and also some very good thoughts to live by when determining your marketing future:
...don’t make it complicated. Quality trumps quantity all day long. Challenge your team to put people and the customer experience ahead of the data. You’ll start to see a bigger return on your time investment as collaboration and innovation improves. Just keep it simple and meaningful – that will motivate your teams to drive the brand to new levels of engagement.