People tend to imagine marketers — especially marketing creatives — as an improvisational, wild bunch, shifting from visionary brainstorms to bouts of procrastination. A bit of chaos can get the creativity flowing, but at the end of the day, any account executive will tell you marketing is about concrete, measurable results. But when 44% of B2B marketers don’t keep a documented content plan, what does the road to results look like? If you’re a marketer, there’s a good chance you have a skilled team of strategists and creatives executing projects without a clear, documented plan to steer their course. Don’t worry, we won’t tell.