Missteps in the implementation phase of a marketing plan can be disastrous. Implementation means execution, or the actual steps the company will take to promote its business. These steps may include running ads, launching a website or sending direct mail. If the implementation isn’t completed according to plan, the company won’t achieve its strategic objectives. The best ideas still need to be enacted. The implementation phase of the marketing plan makes sure the marketing activities happen in the correct time and sequence for success.
Controls are necessary for the evaluation phase. Controls established during the creation of the marketing plan provide benchmarks to assess how well the plan accomplished its goals. Controls are like goals; they give the company something to aim for when enacting the plan. Controls may include measures such as the marketing budgets and market share.
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