Retargeter Blog

Goal Setting for Marketing Teams

What’s the point of setting goals? We often make them, only to quickly abandon them, or forget about them entirely—just think about your last New Years Resolution.

No matter your past failures, goals are crucial to defining and measuring success. In businesses, they can motivate your workforce, streamline the implementation of strategy, and bring about significant financial gains.

“Performance management” is a branch of human resource management that concerns itself with results-oriented behaviors in both people and organizations. Proper performance management practices in businesses can be the difference between massive profits and total bankruptcy.

If you want people to be successful, you need to give them targets; You can’t hit a bulls-eye without a dartboard, and you can’t score a touchdown without an endzone. You also need to equip them to succeed; You won’t hit that dartboard unless you have darts, and it’s impossible to play football without a pigskin. That’s why setting and actively pursuing goals is so important.

Individual Goals

“Big-picture” goals often sound impressive, but they don’t help with day-to-day achievements. Nobody wakes up, decides they want to President, and then goes to bed that night in the White House. The success of a marketing campaign that massive takes years to be determined.

Short-term goals offer much more manageable tasks, small victories, and reachable milestones. This is why it’s important to build a culture that’s centered around goal-setting. Many companies encourage their staff to track daily tasks and/or weekly sprints. What will I get done today? What are we doing this week?

Good goals are complimented by effective feedback. New technologies make it easy to give credit where it’s due, or to discretely offer suggestions for improvement.

Managers should encourage this process at every step of the way. Continual feedback is always better than annual surprises. In a marketing setting, this can be as simple as passing along compliments from a client, or it can be much more complicated, like offering financial bonuses for meeting challenging sales targets.

No matter your approach, it’s wise to cap it off with a formal performance review system. Regular performance appraisals give you an opportunity to discuss growth, reconsider compensation, and generally clear the air.

Performance reviews are also a great time to talk about career ambitions. Long-term career-oriented goals are valuable motivators for employees, and can help fill an organizational need by clarifying your company’s succession and replacement planning strategies.

Team Goals

Of course, since the success or failure of any marketing campaign can never be put squarely on the shoulders of one person, it also make sense to consider performance management from a team perspective. What do we want to accomplish? What can only be done as a group? How will we know we’ve succeeded?

Tying your goals to quantifiable outcomes is an easy way to set a target. How many leads should we get? How much revenue do we want? How quickly can this project be completed?

At the same time, wise managers don’t forget about harder-to-measure outcomes, and there are a number of new survey technologies that can help bridge the gap. Not sure how to tell if your goal of “client satisfaction,” or “employee engagement” has been met? Just ask!

Simple questions like “Would you use our product again (1=never, 5=definitely)” or “Are you eager to go to work in the morning (1=never, 5=always)” will always get an honest answer if you can guarantee survey anonymity. Since hand-writing is easily recognizable, computers are the best way to approach this, and there are plenty of products on the market that can help with it.

So next time you’re asked to set goals, don’t just go through the motions. Take a few moments to think about what you’re really trying to accomplish. And then get out there and do it!

About the Author

Paul Baribeau manages content for TribeHR. TribeHR’s HR software helps small and mid-sized businesses build a culture of success.

Leave a Comment

5 Comments

  • Great Post! For me, goal setting is like choosing a vacation destination and date of departure. It keeps me focused and forces me to plan ahead. Typically, when it comes to planning our months or years in business/career, we run into all sorts of problems and then look back wondering what happened. This is a direct result due to lack of planning, and this planning can’t take place until you have a specific goal. It may sound a bit cliché, but I am a firm believer in the Sales 101 saying, SMART Goals/Deadlines (Specific, Measurable, Attainable, Relevant, Time-Bound). When I set my goals, I look at two parts: Process Goals and Production Goals. Developing a full-proof process goal is essential in achieving a production goal. For example, research 5 new targeted accounts, make 150 phone calls, with 50 live-connects per day. A production goal is directly linked with the process goal and is useful in setting a bar to measure productivity from one period to another. Lastly, the most important aspect of goal setting is having a Deadline. Without it, goals are meaningless. I always make mine realistic, but challenging to motivate me to make action, work hard/”hustle”, and achieve a result making it all worthwhile. By implementing all of these strategies, you should feel confident, motivated, and driven to guarantee consistent sales of a product/service.

  • How true it is!
    The big picture of what happiness and success entails is what individuals hope and strive for by accomplishing smaller day to day goals. These smaller goals allow for celebration, achievement and a sense of motivation to continue striving forward. Funny when you think about your decisions, actions and milestones on a daily basis, they may seem so minimal and have little impact on your overall goal. But after weeks, months and years, you see how each and every one of those decisions and actions all snowballed into where you are at today.

    Having the discipline and desire to plan each day by the half hour allows little time to sit back and wonder how to fill your time, and little time to ask yourself these questions over and over; who should I meet this week? what do I plan to achieve by this meeting? How much revenue do I need to sell to meet my quota? to meet my personal goal? etc.. By setting one day aside to plan and answer these questions for the following week, you maximize your time, prioritize, and balance your life.