HOW to build a marketing plan

So you want to demonstrate the value of that plan. So don't just talk about all the things you're going to do. Talk about the results of those things. Show the results in relationship to those company those marketing goals because they're tied back to company goals that everyone agreed we're going to do. Coming back to the way we talk about metrics, communicate that value in financial or commercial terms, not marketing terms, not oh I'm going to go get this many MQL say I'm going to go get this amount of pipeline and that's going to convert at 14% to have bookings like this this quarter. Context that is right. Like this is a really big opportunity when you're doing your marketing planning to put those risks and dependencies and give people the context of what you're trying to do. Tell the truth. This is really important. If it's an experiment, say an experiment, it's okay. And then tell the whole truth, hey, I've put a lot of money behind this experiment.