"Do you have a current, written marketing plan?"
When I am talking to insurance agents about their markets needs and determining how I can help them, I find that very few of them have a current written marketing plan. Maybe 10%.
In my 45 years in the marketplace, I have determined that there really isn't anything an agent can provide that is more important. In addition to showing initiative and providing your own road-map plan for success, having a written plan is important to carriers and agency networks, as it educates them on how you are going to attract the kind of profitable business that they want to write.
Toward that end, a useful marketing plan does not have to be lengthy at all. Actually, I have seen one and two page plans that are perfectly acceptable since they effectively define the path.
A "good plan" is one that does the following: