The Step-10 is to Expect Some Occasional Stumbles.
You should anticipate a shortfall here or there. All strategic planning has them, especially early on as you shape and tweak your marketing strategy. So, don’t let this panic you or take you by surprise.
When you have already set the above points well-plotted and are in place, these stumbles won’t spiral out of control. Instead, they would become invaluable input to use for making the right changes in direction and adjustments to the original plan.
They would have taken their place as reference in your ongoing measurements and should help steer your marketing strategy toward the desired results.