Why must a marketing plan effectively communicate its value to top management?

A marketing plan must effectively communicate its value to top management primarily to ensure that the organization makes the best use of its resources. This entails demonstrating how the marketing initiatives proposed in the plan can lead to optimal outcomes and align with the organization’s strategic goals. By clearly articulating the anticipated return on investment, cost efficiency, and resource allocation, the marketing plan helps top management to understand the potential benefits of funding and supporting the proposed initiatives.

Effective communication with top management also builds trust and confidence in the marketing function, which is crucial for securing the necessary support and resources. When management sees a clear connection between the marketing plan and the organization's objectives, it is more likely to provide the needed investment and commitment, ensuring that marketing strategies are properly executed.

The other options, while important in their own contexts, do not directly address the critical importance of resource optimization and strategic alignment that comes with communicating value to top management.