Marketing 101

Establishing metrics for monitoring achievement and using analytics to evaluate results in real – time can help managers effectively track progress. KPIs and marketing metrics allow you to evaluate progress along the way and assess results at the end of your campaign.

As a result, GE uses this measure to help it forecast future growth, as well as evaluate the performance of each business unit. Then look at the key metrics and understand what level of improvement is attainable and what level of revenue that new performance can produce. 

The next step is to evaluate what’s required to improve all of those metrics to the level you need to achieve that extra revenue, and then make sure you have the investment, programs, people and tracking in place to deliver. 

Before jumping into the tactics and execution, your marketing team should ask the leadership team to define their business goals for the next 1 – 3 years. Once you ‘ve set clear marketing goals that support your topline business objectives, it’s time to figure out how to achieve them. 

Documenting your goals ensures your team is aligned around your top marketing priorities and what you expect to achieve through your marketing efforts. Keeping track of your marketing objectives in a real – time business dashboard will keep everyone in the company — not just the marketing team — updated on the progress toward set goals.

So, start developing data – driven marketing goals to support your organization’s larger business objectives, create a marketing strategy to meet those goals, and identify the right metrics to show you how you did and guide you in your future efforts. To support these broader business objectives, for example, marketers might set a goal of increasing attendance at webinars and events in order to increase MQLs. 

Information overload is a challenge facing all managers, and simplification builds on the idea that managers can attend to a few things well but many things poorly. If you’re browsing the web for employee performance goals examples, you’ll find many resources outlining goals that directly align with a broader practice or organization’s strategy. 

In some cases, a goal, an objective, and a measure can be the same thing, but more often you will set a goal, have a few objectives underlying that goal, and then one or more measures for each of the objectives. 

Thus, with two to seven goals, and 20 performance measures, this means that you will likely have a number of objectives somewhere between the number of set goals and the number of measures. 

The less – is – more concept can apply to the way that goals cascade into objectives, which cascade into measures.Similarly, goals and objectives should be tied to strategy and, ultimately, to vision and mission, in a cascading pattern so that objectives and measures support the goals they are aiming to help achieve. 

The sales department wants to see more sales – qualified leads, and the marketing department says that they’re already providing them. 

Similar observations exist between marketing and development; marketing wants the dev team to prioritize their website update requests or other marketing items that need development but don’t because other issues are deemed more critical.

If you want more leads to boost your sales, then find a way to improve your process such as streamlining communication between sales and marketing. 

Setting employee performance goals mindfully has the potential to uplift your entire organization’s bottom line while benefiting all of your employees. Setting professional development goals allows your employees to stay relevant in their field and industry and directly impacts the value of their contribution. 

After setting the overall direction, objectives and key results of a project, self – managing employees are able to execute on the details with minimal oversight. The project communication between manager and direct reports as it relates to a specific project then mainly consists of project updates, problem – solving and resource requests. 

There is a solid case for incentivizing teamwork, and creating employee performance goals around collaboration is a proactive step to take. To continue with our example goal of retaining the best employees, one objective you can deploy is to establish career paths. 

The first step in making your goal a reality is to make it SMART – Specific, Measurable, Achievable, Realistic, and Timely. 

Building reasonable goals based on last year’s performance ( or on an average of the past few years ) is the best way to create attainable and realistic goals and then increase those based on specific investments or tactics you plan to deploy.

Is that actually achievable based on past performance, or is it just a target you’d like to reach because it sounds impressive? 

Without clear goals to drive you forward, you won’t know if you’re making progress in the activities you consider most important. 

While progress in your personal or work life is possible without setting goals, we ‘d wager there’s a better chance of success in making the effort.

Grow brand awareness marketing objective example : “Guest post each quarter on five websites that our ideal buyer reads to increase brand awareness. Establish an online presence in new city or country, translate all marketing materials to the local language, launch a brand awareness campaign to introduce the brand in the new market, and generate X amount of online sales by X date.

In addition to new or significant trends or other opportunities you may already know, additional opportunities can spring up based on your external environment analysis. 

For instance, writing for high – profile publications will help you generate more consulting business, but also more speaking opportunities and more book sales, because people will regularly be reminded of you and your ideas ( and you’ll have the social proof from the brand affiliation ).