Plan top down,..Execute bottom up.
“When all of your business comes from personal referrals, you are not really in control of your future. If the economy slows down or a specific market changes, you need to be able to generate new clients. Over-reliance on referrals can make your marketing “muscles” weak; when you need some “heavy lifting,” your strength will not be able to handle it. Most businesses with a very high percentage of revenue from personal referrals ride a rollercoaster from good times to bad.” — Mark G Richardson, How Fit Is Your Business?: A Complete Checkup and Prescription for Better Business Health