The marketing collaboration software company, Rezi, has been following the marketing campaign plan it rolled out two months ago. Business has been brisk, and sales are on the rise due to the campaign. Suddenly four of Rezi’s most talented software engineers are poached by a rival company in one week. That same week Rezi’s major investor decides not to grant another round of funding, a new sleek competitor enters the market, and the stock market takes a 1000-point dive, sparking a downturn in the market. Rezi quickly revisits its marketing campaign plan and realizes it did not create any contingencies for these risks. What did Rezi forget to do with its marketing plan?