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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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10. Measurable Goals Drive Success

The goals in your marketing plan will describe very specific objectives you want to achieve as a result of implementing your marketing plan. The marketing plan goals should tie back to the overarching goals of the company to create alignment and momentum. Be as specific as possible when describing your goals so they are measurable. Follow a framework to create SMART goals, which are Specific and Measurable, Motivating, Achievable, Relevant, Trackable and Time-bound, as described below:

Specific and Measurable: State your goals in a way they can be measured. Break big goals down into manageable chunks so you can define the steps to achieve big goals.

Motivating: Describe goals that you want to achieve and ...

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