The sixth section of the marketing plan is BUDGET. In this part of your plan you look at whether or not you can afford certain marketing efforts and devise a way to keep track and monitor the responses to your marketing activities. You can also determine what kind of funds it will take to accomplish certain marketing priorities.
The template itself provides guidance and milestones so that you can measure your progress. If you are not achieving the results you want, you can revisit the template to check that you have not overlooked something or misinterpreted what is required.