The month of January is named after the god, Janus, who could look forward and backward simultaneously. This is Janus time for marketing folks. Some principals, practitioners and business developers I’ve worked with in the past reject marketing plans. They see them more as straitjackets than lodestars. I view them like I view balancing my checkbook and making a budget. I can avoid these activities for a long time and it won’t matter. However, when it does matter, it has become a large and painful problem that must be addressed immediately, but may take a long time to solve. For my part, I’m all for a plan that’s flexible enough to allow one to respond to unforeseen opportunities, but offers enough foresight to be able to plan for what’s likely.