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?
Planning and Monitoring the Budget: A marketing budget planned to the smallest of details is very essential in a marketing plan. You have to be realistic and exact, and base the budget on your goals. You will also have to monitor the budget, track the expenses and analyze the spending on a budgeted and actual' basis.