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The old axiom that 'If you fail to plan, you plan to fail' probably explains the principle behind the need for planning. Just as setting out on a journey with a route map and a list of possible diversions should problems arise will usually ensure you arrive at your destination on time. Setting off without a map in the hope that it will all work out somehow is fraught with dangers.

Planning also helps managers get their team involved by the use of delegation to allocate certain activities to specific people or departments. Regular feedback on progress and any problems helps to keep the plan on track. If the plan works, you have a blueprint for future campaigns. If it fails, the answers will be in the plan somewhere so you can find them and make sure you learn from mistakes made.

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