I know that most new recruits are told to make that first list quickly and introduce everyone you know to the opportunity. This is the basic old school marketing plan for MLM and it is no longer practical. The problem is this sets the new recruits up to be rejected by people they actually care about, and continuous rejection usually results in the newbie quitting before they ever got very deep into the business.
Strategy _ similar to business strategy, marketing plan will capture strategies required to support your business strategy. For example if your business goal is to achieve 20% increase in sales, your marketing strategy would be to 1) introduce new product, 2) increase price for premium offerings, 3) recruit more distributors and offer commission scheme and so on. Strategy is king. When you can see your business in totality, I can assure you that you will find it easier to manoeuvre. Marketing plan is the place to address all these issues.