58. Marketing Objectives Drive Strategy

Marketing objectives describe the specific goals that must be accomplished to reach sales goals. Do you recall how SMART goals were developed in Chapter 10, “Measurable Goals Drive Success”? Marketing objectives can be defined the same way.

A SMART objective is:

Specific and Measureable: Focused on a single, quantifiable goal.

Motivating: For employees, customers, and/or distributors.

Achievable: Is it realistic and attainable?

Relevant: Does the objective align with, and cascade from the company objectives?

Trackable and Timebound: How will the goal be measured and over what period of time?

Here are several examples of how to apply the SMART framework to create marketing objectives for different types ...

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