Working on a marketing plan for your organization? Get practical ideas and good models with dozens of examples of successful marketing plans. Everyone knows you need a business plan, yet many entrepreneurs don’t realize a marketing plan is just as vital. Unlike a business plan, a marketing plan focuses on winning and keeping customers; it's strategic and includes numbers, facts and objectives. A good marketing plan spells out all the tools and tactics you’ll use to achieve your sales goals. It’s your plan of action—what you’ll sell, who'll want to buy it and the tactics you’ll use to generate leads that result in sales. And unless you’re using your marketing plan to help you gain funding, it doesn’t have to be lengthy or beautifully written. Use bulleted sections, and get right to the point. Your marketing plan is an essential part of your overall business plan. Bankers and lenders will want to see how you plan on making money. When you start a business or decide to introduce new products or concepts, your marketing plan will help you: