This step is usually overlooked, because you feel like you’ve accomplished so much. This is true, but as a team, we must determine what has been effective and how we can mimic those successful campaigns. If there are things that aren’t working in your marketing plan, then we will adjust accordingly. Change is good but not just for the fact of changing. Evaluation is important in determining your future strategy. The economy, market, or employees could all play into making changes in your plan. Evaluate your plan and move forward.