Every company needs a marketing plan. Why? One reason and one reason only: to achieve and sustain accelerated, profitable growth! If a consultant, agency, outsourced marketing company or any other so-called “expert”, tells you anything else (e.g. to build awareness for your brand), run as fast as you can in the opposite direction. Building a brand can be an important tactic in reaching your goal — but it is not, in and of itself, a sustained, long term goal. Nor are lead generation, customer loyalty programs or value propositions. All might have their place for your company – but they are NOT goals.