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In this tutorial, Graham Robertson discusses building a sales forecast for your marketing plan using four models. The first model focuses on in-market consumption data, analyzing penetration and frequency. The second involves using sales funnel numbers. The third model utilizes a gains and loss building blocks approach. Lastly, when information is limited, a comparable model is recommended for revenue estimation. Before starting, it's crucial to gather all available data, including past trends, in-market data, brand tracking results, market research, and internal scores. Emphasizing consumption data and sales funnel information is key to identifying opportunities and enhancing distribution coverage.