marketing budget first, and create their marketing goals second - if at all. So says Mark Stevens, the author of the book "Your Marketing Sucks."
We see this problem quite a bit in the software development industry. A developer will post a question in a forum that says something like "I have a couple hundred dollars to spend this month on marketing. What should I do?"
microISVs need to set goals, and create a plan to meet those goals.
You can't ignore your finances when you set marketing goals. But plan your objectives before you determine how much money you'll invest in your software marketing efforts.