17 The Research Plan

You have noticed at the end of each chapter on a marketing component, I have inserted a copy of the Word document into which you insert your objectives and strategies for each part of the marketing plan. These objectives should be written so they are measurable—because unless they are measurable, you cannot monitor them. I believe a plan that is not monitored is not a plan, but just a wish list. You want to monitor your plan every few weeks and make changes if you are off target. Don’t wait until the end of the plan year to check your progress because you may have wasted most of the year by so doing.

You can monitor several of your measurable objectives in-house. Some of these are your number of sales leads, presentations, ...

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