As an entrepreneur you are the custodian of the marketing plan. You may delegate execution, but you must own strategy.
If you don’t own your marketing plan, what do you do? Push papers. Spend money. Have meetings.
In other words, you’re an corporate denizen. CEO’s of big organisations are too busy and important to prepare their own marketing plans and so they delegate the job.
Thats fine and well when your company is a big ship pouring out cash, but an entrepreneur never stops being paranoid about sales.
Sales = cashflow. Cashflow = survival.
Cash flow is the lifeblood of a business. If you don’t take responsibility for crafting your company’s marketing plan you’ve outsourced your survival.
Smart entrepreneurs “own” their survival.
(For tips on marketing plans check you can check out www.Entrepreneur.com: http://www.entrepreneur.com/article/43018)