One of the most common mistakes marketers make is creating a seemingly perfect marketing plan and then going off script as soon as there's a sign of trouble or distraction. Using the SMART goal method (specific, measurable, achievable, relevant, and time bound) is a simple way to ensure your marketing plan is applicable. Every marketing plan should be a success, whether you hit your goal or not, because you'll learn something new about your customer, tactics, and business throughout the process.