I like to tell my clients that I want them to become comfortable being slightly uncomfortable. Not so uncomfortable that they are not sleeping at night, but enough that they feel just a touch uncertain as to what is going to work and what won’t. The reality is we don’t know. My job is to take all the information and data I have and make educated guesses. Sometimes, I am 100%. Other times, the market shifts or a competitor does something unforeseen, and the initiative misses its target. There are a number of extraneous variables, outside your direct control, that can influence the success or failure of your marketing plan. The best you can do is be aware and be nimble.
You should plan for such potential shifts with regular review meetings. Depending on the complexity of your plan and how truncated the sales cycle is (some companies do a majority of their sales in one quarter), you will want to have these meetings monthly or quarterly.
During these meetings you will want to accomplish the following: