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?
Competitive Edge: It's important to define your competitors too. One should know, what strategies are being used by the competitors to reach to the potential customers. If you know what your competitors are doing, you will be able to modify the plan and maybe your marketing analyst will come with something more innovative that can capture the mass attention.