Often times when marketing dollars are allocated, the gut instinct is to hurry up and launch a campaign, because "we need the leads and we need them now!" While it might induce some angst to wait for a well-thought-out Marketing Plan, the consequences of not doing so could do serious damage to your brand and budget—not acceptable in today's economy.

It doesn't have to take four months to develop a comprehensive plan. In fact, a focused team can accomplish it in three to six weeks; and the time invested upfront no doubt will pay off through the implementation and launch of future campaigns.

Though you may have heard it all before, it is always valuable to review the elements the team should consider in developing your Marketing Plan:

• Your Goals and Objectives
• The Role of Marketing in Your Organization
• The Market Analysis
• Your Company Identity
• Your Products and Services
• Your Target Market(s)
• Your Competition
• Your Sales Model
• Your Marketing Mix

Only after you've researched, developed, and digested this essential information you are ready to begin implementing a marketing campaign—that is if you are intent on acquiring good sales leads and building solid brand equity. Spending this important time upfront to put together a powerful plan will pay off in the long run—unlike the quick–and–dirty alternative.