Remember the last time you went on vacation and blew your vacation budget? Remember when you built that addition on your house and you went over budget? Now think back and ask yourself if going over budget was worthwhile. Would you have vacationed elsewhere? Built your addition differently? Chances are you would answer "NO!"
Your business projects, your marketing projects are no different. Budgets are a great guideline, and only a guideline. Today's new normal is filled with opportunity if you are prepared to take risks and support those risks with the funding necessary to be successful.
Stop doing what your competition is doing. Stop playing defense. Think and do proactively and spend to support success.