Senior management spends vast amounts of time preparing account plans and sales budgets. Unfortunately, marketing usually comes in as a poor cousin. Marketing plans are seldom written or face the cold, hard scrutiny of an A4 piece of paper. It’s one of the many paradoxes of the IT industry. We evangelise technology and planning, but fail to practice what we preach. Even worse, marketing initiatives that strive and fail to deliver instant results are deemed a failure.