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.
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.