Most of the clients or prospects we encounter don't have an SEO budget. To secure funding for an SEO campaign can be a tough sell for an internal marketing manager in charge of a company's inbound marketing. Typically, those personnel have to put the SEO bug in the CEO or CMO's ear.
It's also quite common to hear that the internal marketing manager or IT staff have unsuccessfully taught themselves SEO and deployed some tactics they read on an SEO blog. If the above describes your story the below should help you sell SEO to your boss and/or send you to the best resources to attempt SEO mastery yourself.