Imagine this: The team has gathered around the meeting table to discuss a new campaign. It’s early, but the smell of fresh-brewed coffee is in the air and several members of your team from sales to marketing have arrived in a shared collaborative spirit. Everyone is clear on the company’s big important goal, objectives and strategies that will give them the traction to succeed. The energy is high, and you know that the brand has been developed to represent the true essence of the organization. It’s clear through differentiation that your competitors have got nothing on this team and what you do for your target audience.

A solid marketing plan should contain everything you need to achieve and even exceed your organizational goals. The priorities for your plan are that it is actionable, understandable and concise.

How do you know you are not overspending on the wrong marketing communications and leaving money on the table with unrealized ROI? How can you be certain there are not any gaps in marketing budget allocation that might only be revealed once you have failed to meet your annual revenue goal?