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What is the goal of marketing?

The purpose of marketing is to reach your target audience and communicate the benefits of your product or service — so you can successfully acquire, keep, and grow customers. So, your marketing goals must relate to the specific business objectives your company wants to achieve.

aha.io - Marketing Goals — How to Set Marketing Goals | Aha! software

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How to set marketing goals?

Goals are an essential component of your marketing strategy. They are often the place you start. Goals set the direction for what needs to happen for your product or service to do well in the market and are the foundation of the plan you build to get there. The purpose of marketing is to reach your target audience and communicate the benefits of your product or service — so you can successfully acquire, keep, and grow customers. So, your marketing goals must relate to the specific business objectives your company wants to achieve. A top-down hierarchy of goals keeps your marketing plan aligned with the business strategy and shows the impact of marketing. Setting focused, realistic, and quantifiable goals upfront establishes a true north for your marketing efforts. This demonstrates the strategic importance of what the team is working on and empowers you to show leadership why your marketing plan is the best approach.

Marketing goal frameworks

Many organizations use a goal management framework to set marketing objectives. Frameworks provide a structured approach for creating relevant and actionable goals. Some of the most popular frameworks include mnemonic devices to help teams remember the elements.

Here are a few popular goal-setting frameworks:

CLEAR goals

CLEAR is a goal-setting approach that combines logical and emotional reasoning. CLEAR goals recognize the collective power of the team in achieving outstanding results and focus on emotionally engaging people in the work they do. Collaborative Create goals collaboratively to drive momentum and internal buy-in. Limited Set goals that are limited in scope and duration. Emotional Choose words that make an emotional connection with the team, so everyone embraces them with energy and passion. Appreciable Be ready to break large goals down into tactical action items. Refinable Be willing to refine and modify your goals in response to new situations and findings.

OKRs

Objectives and key results (OKR) is a management framework for setting company, team, and employee objectives. Three to five objectives are defined at each level and associated with key results. Objectives are often set on a quarterly basis and reviewed monthly or weekly. Objectives Define three to five objectives that are qualitative, time-bound, and actionable. Key results Quantify each objective by setting three to five results that are based on things you can measure.

SMART goals

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SMART is an acronym that stands for specific, measurable, attainable, relevant, and timebound. Using the SMART structure to set goals helps you identify exactly what you want to accomplish so you can deliver against your strategy. Specific Define goals that are clear and unambiguous so the team understands what you want to achieve and why. Measurable Identify a quantifiable outcome so you can measure progress and determine if you meet the goal or not. Attainable Set goals that are challenging but possible to achieve, taking available resources and potential obstacles into consideration. Relevant Relate your marketing goals with the company’s overall vision and mission. Time-bound Establish a start and end date to create a sense of urgency and help the team plan what can be accomplished during the timeframe.

Elements of a marketing goal

Regardless of the framework your organization chooses to use, what matters is defining goals in a way that clearly communicates what you want to accomplish and defines the criteria for success. Marketing goals should include a description of impact, metrics for success, time frame for completion, and supporting initiatives:

Description of impact

Defining a clear description of what you want to achieve and why it matters is key to achieving the desired outcomes. It helps everyone contributing to the goal to understand exactly what needs to be done and sets a clear scope for making effective prioritization decisions.

Metrics for success

Establishing a success metric for each goal gives you a clear way to measure progress and determine if the team meets the goal or not. The metric you set should be challenging but possible, taking into consideration the available resources and any potential obstacles.

Timeframe for completion

Establishing a timeframe for completing marketing goals creates a sense of urgency and helps the team plan what they can realistically accomplish. Each goal should have a start and end date so you can see how you are tracking against it and review your overall success at the end.

Supporting initiatives

Initiatives describe the high-level work required to achieve your goals. They are big efforts — such as themes or projects — that the team will implement during a specified timeframe to deliver against your marketing strategy.

aha.io - Marketing Goals — How to Set Marketing Goals | Aha! software