All of the giants of industry have put their marketing plans and budget together by now. It is essential to have a well thought-out marketing plan that is proactive, not reactive. A marketing plan without a firm foundation merely sways in the breeze, with decisions being made willy-nilly about each shiny and novel marketing opportunity that is pitched by a company — some with the best of intentions, and others with more questionable purposes.

Step 1: Gather the Information

Before drafting your marketing plan, it’s critical to answer some key questions that will shape the plan to meet the specific marketing foals of your business. Here are a few you should start with.

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