Mapping out a plan in a brainstorming session is a great exercise, however, it rarely withstands the first contact with a customer.
A marketing plan is not anything more than a hypothesis. It is the ability to learn from them and build on each conversation is what makes a plan plausible.
Marketing is seldom causing an effect; it is exploration. Mapping a process should be done as you go, as you develop and deploy.
By doing this you learn and adjust versus thinking you know everything at the beginning.
A Lean practitioner Lean Six Sigma Black Belt that specializes in Service Design and Sales an