The third section of the marketing plan is GOALS. This is where you lay out exactly what you want to accomplish with your marketing efforts. Without goals you will never have a benchmark to compare to. If your marketing plan is a one year plan, how will you know if you were successful or not at the end of the year of marketing activities? Another critical element of the Goals section is to schedule evaluation points throughout the duration of your plan. Having these points predetermined will allow you to continually assess the effectiveness of your efforts.
Perhaps the most powerful illustration of succession's importance inside the family firm is the staggering number of family businesses that plan to hand over control to the next generation in the short_term. For instance, in the US alone, 40% of family business CEO's are planning to transfer power to the next generation within the next 5 years. When viewed in combination with the factors surrounding succession, this statistic truly represents the importance of the succession process not only within the firm, but also on a macroeconomic level_family_owned businesses have served as the backbone of society since the times of the ancient Greeks.