In most sports, there are great analogies to marketing strategy. Successful teams go into games with a solid strategy and game plan. They don't just show up expecting the results they've mapped out on the white board prior to the game. Instead, they've considered their competition, studied how they can overcome them and devised a way to reach their ultimate goal.
Proactive marketers are always on the offense - perhaps even the 'attack'. They're constantly running their game plan methodically to consistently cross the goal line. They're in control and they're getting results. Companies that take this approach with their marketing will achieve success.
Consider the alternative. Suppose you choose to be reactive. Without a game plan, you're going to realize mediocre results. And, your sales team is going to be winded and on their heels worn down from battling the aggressive competition. Rarely are companies in this mode able to attain their goals and often they become frustrated at their inability to 'move the ball'.
Before running out on the field (or the marketplace), consider your game plan and how you're going to implement a goal-reaching drive. When you take such an approach, your marketing and sales team will be efficient and consistently successful.