A short anecdote for you:
The architect says to his builder “Look, John, my client needs to be moved in by the end of next month. So, forget about the foundations – just build the walls, install the windows and get the roof on.”
It sounds absurd, doesn’t it.
But this is what we see organisations doing with their marketing every day. They want to start with the tactical lead gen stuff before the foundational work is in place.