1. Establish Long Term and Short Term Goals You need the ability to measure anything you plan to implement. Your marketing plan should bring you closer to the goals for your company. Each tactic executed should bring you closer to tangible goals, whether they are revenue, margin, new customers, etc. 2. New Customers vs. Existing Clients Within your plan you need to develop a strategy to build your existing client base as well as expand further into current clients. The tactics for each will likely be very different.