In this chapter, the authors provide guidelines for how they should go about identifying critical success factors (CSFs), setting objectives and defining the most appropriate tactics. CSFs are derived from the strengths and weaknesses part of the SWOT analysis. The authors discuss the role of the product manager as product champion. Product champions are critical for the success of vertically-organized companies, because they provide a means of operating horizontally on a product/project basis. The ability to operate horizontally will depend on the strength of the product champion. Companies need product champions to ensure that projects are carried through from start to finish. There is a tendency to focus on financial objectives when writing the marketing plan, because this is the 'bottom line' for most managers. Product champions are the custodians of brands. They must guard against decisions which could harm the intrinsic value of the brand.