in marketing plans you need many things to ensure your plans working. A marketing plan is a written document that provides direction for you.some things you need for your marketing plan is the 7 p's and you need the 80:20 rule, another important thing you need for your marketing plan is long term and short term goals. Marketing plans differ from company to company, depending on the type of business and products offered.another major thing you need for your marketing plan is SWOT. SWOT stands for strengths, weakness, opportunities, and threats. there are 2 types of swot, that's internal and external. You need objectives for your marketing plan also, these objectives are used to evaluate your marketing plan. you must be simple, single-minded, specific, reasonable, measurable, and you need to contain a time frame. A marketing plan is key for companies to succeed.