When it comes to marketing, businesses and organizations often jump straight to the tactics and implementation process without giving much thought to the strategy behind it. However, the most important part of the process is the STRATEGY that goes behind the promotion of any product or service. Without this, you are simply throwing time and money out the door. In addition to having a business plan for your business, you should have a marketing plan for your promotional efforts. Researching your customers, local market, products and services, and competition shapes this strategic roadmap.