A goal is defined as the object of a person’s ambition, effort, or desired result. Everyone has expectations of themselves as to what to accomplish and what to do, but a goal is different. There can be a goal for one person or a group of people making it a team effort to accomplish a goal.
Almost every company has a position or department focused on marketing. From there, what does that position or department do? Well, marketing is defined as the action or business of promoting and selling products or services, including market research and advertising. It’s a piece to the puzzle that completes a company. If we did not have goals, marketing would lack direction and purpose.
Since the basics are now covered, let’s determine the smart goals from the basic marketing goals. Looking at statistics from last year, for example, one can set goals to surpass a previous amount in a specific area. So, you set a goal, which is wanting the amount in a specific area to be higher than the previous amount. That is a prime example of a basic goal. This is not a SMART goal. Why do I capitalize the word SMART? You guessed it! Because it’s an acronym. Specific, measurable, attainable, relevant, and time-bound. Using this acronym while setting a goal will make it more effective and engaging for you and whoever else the goal is geared towards.
Marketing goals will differentiate from other departments within a company. The accounting and finance departments are fixed on numbers, and the research and development team is focused on results of new tests. Marketing is focused on many pieces such as the number of visits to a web page, leads, new customers, existing customers or clients, and much more. An example of a marketing goal would be to look at statistics from a previous year. Let’s say that last year a company generated 1,000 new clients from leads. This year we want 1,500. This year we want to reach 500 new clients. To write it out, our goal is to increase our client list by 500 people, starting at 1,000 to 1,500 by December 31, 2015. This goal went from ‘let’s do more’ to setting a detail oriented goal.
By becoming detailed with goals using the SMART acronym, the goal is now specific as to what area to focus on and by how much. The goal is reasonable to accomplish, its relevant to what the marketing department focuses on, and gives a desired time when the goal should be completed by. Once you have adjusted your goals into SMART goals, you will find it easier to strive toward achieving these benchmarks.
If you want more to help on top of setting SMART goals and want to dive deeper into your business, take our Sales and Marketing automation assessment to help see your strengths and target your weaknesses.