Control · C06
Assess marketing-plan quality
Under what conditions is a marketing plan defensible?
Direct answer
A defensible plan makes its choices explicit, connects its objects, uses realistic resources, assigns accountability and documents review conditions.
01Determine whether the plan can be approved or must be corrected.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
Under what conditions is a marketing plan defensible?
Determine whether the plan can be approved or must be corrected.
Quality grid
Calculation · SQ-01
Measure executable quality on a 100-point scale
Quality is not document length. It measures the strength of the eight links needed to commit resources, execute and revise the plan.
Illustrative case: an annual B2B plan reviewed before a budget committee. Each dimension is scored from 0 to 5 using observable evidence.
- 01Weight
Give more weight to dimensions that condition resource commitment.
- 02Score
Assign 0 to 5 only from reviewable evidence.
- 03Calculate
Convert each score into points according to its weight, then add the eight dimensions.
- 04Decide
Address any dimension below 50% first, even when the total appears acceptable.
Executable quality index — 62/100 example
The overall score tracks progress. The dimension threshold prevents a good average from hiding a real inability to execute.
EQI = Σ [(score from 0 to 5 ÷ 5) × dimension weight]| Dimension | Weight | Score / 5 | Points | Reading |
|---|---|---|---|---|
| Scope | 10 | 4 | 8 | Strong |
| Objectives | 15 | 3 | 9 | Clarify |
| Initiatives | 15 | 4 | 12 | Strong |
| Budget | 15 | 2 | 6 | Blocker |
| Capacity | 10 | 2 | 4 | Blocker |
| Roadmap | 10 | 3 | 6 | Clarify |
| Governance | 10 | 4 | 8 | Strong |
| Monitoring | 15 | 3 | 9 | Clarify |
01Below 60: correct before the trade-off.
0260 to 74: conditional approval.
0375 to 89: executable plan with documented reservations.
0490 and above: robust plan, subject to the quality of its assumptions.
Illustrative data. The score evaluates completeness and coherence, not the relevance of the strategy.
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Quality grid
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.