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Graham Robertson discusses how to build a sales forecast for marketing plans in this tutorial. He outlines four models: first, using in-market consumption data focusing on penetration and frequency; second, employing sales funnel metrics; third, applying a gains and losses building blocks approach; and finally, when information is limited, utilizing comparable data for revenue estimation. The importance of gathering existing information is emphasized, including analyzing past trends, in-market data, brand tracking results, and market research. Robertson stresses the need for consumption data and sales funnel insights, alongside comparisons to other brands and distribution coverage, to identify potential opportunities.