The market has not fully rebounded to support deep marketing budgets, but the expectation of success is higher than ever. Your budget is low, but return on investments must be high. When facing the challenge of allocating limited resources, the first reaction is to spend more on outward facing tactics. This leaves your approach missing a critical element: the strategy necessary to help achieve your goals. Neglecting the initial planning and research limits the ability of tactics to be successful. Without a strategy, it's like throwing tactics at a wall and seeing what sticks. Investing in the knowledge you need to activate will help you be more successful.