Startups cannot be successful with just a salesforce in the promotional mix. They also need to overcome the challenge of an Incomplete Promotional Plan. Unfortunately, promotions are expensive. As a result, startups often wait to plan for promotions until they have a budget. They start with a Facebook page and/or a very basic website. However, a successful promotional mix requires a number of critical investments. First, startups need to know where their target customers look for information. Then, they need a series of messages to communicate their PODs. These messages need to be apparent in search engine optimization and published through both inbound and outbound advertising. Finally, the startup needs to recognize the customer buying process so it plans for lead generation activities, lead nurturing activities, and an effective handoff from these marketing activities to sales closing actions.