7. Prepare a presentation to communicate the rationale. Ensure your rationale includes: How the marketing plan contributes to the ABC company business plan How you came to decide on the marketing objectives the basis of your sales revenue forecast and marketing expenditure forecast; how you came to your return on investment figure . The performance metrics you will use to measure the outcomes of implementing the plan The human resources required to implement the plan . The procedures you will undertake to ensure the marketing plan is implemented without ethical or legal risk to the company