Some simple truths about the annual review process:

• You don't get promoted for simply being in your role for 'x' years
• Any raise or promotion should not be a surprise - your manager and you should be consistently discussing your performance & expectations during 1x1s throughout the year
• Be aware of the market/industry conditions - your company and role do not operate in a bubble (if the economy is in a downturn,  you did not sign any clients, your customer churn grew -- > don't expect a 7% raise)
• It is a discussion - not a manager monologue or a direct report complain-session - discuss expectations, accomplishments, challenges, opportunities FROM EACH PERSON
• You will be measured on you Performance/Skill vs Potential/Will.

Some questions to ask during your annual performance review:

• Direct report to marketing manager:
  • What is the most challenging thing about your Role?
  • What are 3 projects I can take off your plate?
  • Can you confirm the process or path to get promoted?\
  • What are ways I can increase my salary?
• Marketing manager to direct report:
  • Which accomplishment (personal and professional) are you most proud of?
  • What can I be doing better for you?
  • Where do you want to be - re your role -  in one year?
  • Do you understand the process for getting promoted?

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