Risk _ in our marketing plan we shouldn't only concern about making money or positive points, we also should address the risk we are taking. for example it is common for a marketing plan to capture things like, "require additional staff to handle sales call", "additional investment from the management budget will increase chances of increasing 10% sales target" and many more. Imagine if you can factor your risk earlier and think through it, wouldn't it be better for you?
Imagine if you can do all these and manage all these in a marketing plan? Systematic, organized, well thought, innovative and captured all your pertinent business information, don't you find having a marketing plan is useful for your business?