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?
Establishing current objectives: it is essential for the organization to try to determine with preciseness the objectives to be reached. These objectives, in order to be viable, must be SMART. SMART is an acronym and stands for "Specific", "Measurable", "Attainable", "Realistic" and "Timed". The objectives must also convey the general organizational mission.