Tracking and accountability
It’s not enough for Guerrilla Marketers to have a marketing plan; the plan has to include provisions for tracking and accountability.

Tracking is another word for research. Tracking refers to the way Guerrillas carefully monitor their marketing to see which offers, prices, headlines, lists, and media perform the best.

If the same offer is promoted through Media A and Media B, the relative effectiveness of the media can be ascertained by adding up the number of responses coming from Media A or Media B.

Likewise, if the same offer is offered to Media A and Media B at two prices—Price 1 and Price 2—tracking results will show you which price is most effective.

Without tracking, you’re flying blind and can never learn from your market.

Accountability is equally important. As an entrepreneur, you don’t have a boss! As a result, it’s relatively easy to miss deadlines or fail to implement planned marketing agendas.

Building specific implementation dates into your marketing helps you see at a glance how determined you are to succeed. If you consistently miss your planned dates, you were either too aggressive in your planning or aren’t that concerned about succeeding.