CRM software may be the means to implementing your marketing activities. But your marketing calendar determines what activities you’ll do and when. Without a calendar to guide your marketing activities, you’ll do them inconsistently and ineffectively, too.
Activities that apply to all contacts or are themed — like a quarterly newsletter or scheduled events tied to a monthly PR topic would be ideal to use a marketing calendar to plan and implement.
Activities that apply to a single contact — like a series of emails you may send based on someone downloading an informational report, responding to a direct mailing, etc. would be handled by your CRM and tracked in your marketing calendar.
A calendar keeps you focused, productive, organized and very, very effective.