I'd be willing to bet that they fell far short of expectations. From what I've seen in twenty-some years of consulting, most marketing plans are brilliant, but few meet the goals set for them. A House Built of Straw Borrowing from the familiar fable of the three pigs, most marketing plans are built of straw instead of bricks. All too often, their successful execution depends on everyone doing the work assigned to them, in the approved manner, with no nasty shocks or surprises along the way. The bricks give a plan structural strength with concrete specifics that can be checked, followed up, measured, and implemented.
Ownership means accountability.
A good marketing plan assigns specific responsibilities for specific tasks. Whatever parts of a plan aren't cleanly and clearly owned are not likely to be implemented. As vital as ownership is, it isn't automatic. You don't get ownership just by putting names into lists. You have to put real people into the programs and give those real people a real stake in the plan.