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.
Some of the better marketing plan templates provide detailed instructions for newbies and do not presume that they know how to take each of the steps required in the template.