Ok so I'm not 'Hannibal' but I wholeheartedly agree!
The plan this week is a 'Marketing Plan' - a framework of planning up and coming marketing initiatives for the next year. So that as a business you can be proactive to existing and potential customers needs, not reactive.
Planning ahead gives you the benefit of exploiting any seasonality there might be to purchasing your products or services, linking your product to industry initiatives, exploiting publicity opportunities, maximising your creativity so you stand out from your competitors and build in response mechanisms so that you can track who responds from seeing what advertisement, poster, leaflet, online post? That way you can work out what works and what doesn't!
Planning doesn't mean spending more it just means getting cleverer at what you're doing.