Edan Gelt: Not every  plan is a good communications plan. There are certain qualities it needs to meet to be able to do what it is supposed to do and be considered an effective plan that will convert customers and be successful. The benefits of a communications marketing strategy are numerous. Owners often rely solely on their intuition to make strategic decisions. While this informal knowledge is important in the decision-making process, it may not provide you with all the facts you need to achieve effective results.