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Marketing Objectives: How to Define, Measure, and Achieve them

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Main Takeaways:

  • Marketing objectives are actionable goals that provide overall directions to a specific campaign.
  • The mnemonic SMART goals can help remember how to set your marketing goals.
  • Examples of marketing plans include sales growth, lead generation, grow brand awareness, website traffic, and conversion .
  • Use key performance indicators to monitor your objectives.

According to a CoSchedule study, top marketers always set goals. In fact, goal-setting marketers are  376 percent  more likely to report success in their campaigns. Before exploring how to do that, let’s begin with a simple question.

What does Marketing Objectives Mean?

Marketing objectives are actionable goals that provide overall directions to a specific campaign. Think of your marketing plan as a target that your team is looking to reach within a particular timeframe. Also, it comes with a metric that serves as a symbolic finish line. For example, a marketing objective might entail increasing your social media post’s conversion rates by 30 percent. Objectives extend beyond picking an arbitrary number. You also have to specify how you intend to reach your goal and measure that endpoint.

This brings us to the next part of the post.

How to set Marketing Objectives for your Business

Marketing plans should be specific, measurable, attainable, relevant, and time-based. The acronym SMART goals can help remember these words.

Consider using specific metrics in your marketing objectives . For example, you can’t just say you want to increase sales. Instead, outline how much you want to increase using either percentage or dollars.

Clearly outlining your goals ensures that your team understands the objective and why it’s vital. Moreover, marketers with a documented strategy are 313 percent more likely to report success.

It’s not enough to simply outline a marketing strategy . You must also outline how you intend to measure your success.

Whether you’re looking to increase brand awareness or search traffic , your plan must include how to key performance indicators . That way, you’ll know if you are on track to achieve your objectives .

Your objective might be to increase organic traffic to your website by 200 percent. But, is this goal attainable?

When setting your marketing target , consider picking a benchmark that’s reasonable and achievable. As tempting as it may be to set the bar high, you could unintentionally set your team up for failure.

An image of a ruler and a bar chart

Consider setting goals that are relevant to your brand’s mission and the company’s overall plan. It should also account for current trends in your industry.

For example, you could reassess whether growing your site’s search traffic is feasible after a Google algorithm change. Considering such relevant factors allows you to set more realistic goals.

Consider attaching a reasonable timeframe for reaching specific benchmarks. Not only will this help you stay consistent, but it’ll also put pressure on your team to accomplish the goal.

Making your goals time-bound could also help avoid falling into the trap of procrastination.

Most brands set their marketing objectives based on a financial quarter or year. However, this timeframe may vary based on how much work is required to reach the benchmark.

Five Examples of Marketing Objectives

The image shows a laptop surrounded by other messaging images

1. Sales Growth

The primary goal of every business is to increase revenue , and this only happens with rising sales. As a result, sales growth is a direct marketing objective for brands.

Your goal might be to increase online sales by 15 percent in the next three months. After identifying your target, the next step is to outline how you’ll get there. It could entail actions such as:

  • Increasing lead generation
  • Average customer orders
  • Automating your email marketing

2. Lead Generation

The objective of lead generation is simple. It involves increasing the number of people who land in your sales pipeline. That way, you can work to convert these leads into sales.

In other words, lead generation increases the probability that your sales team will close more deals.

For example, your objective might be to increase the number of leads by 25 percent in the coming quarter. This usually involves launching new lead generation funnels.

3. Conversion Rates

Conversion rates refer to the number of people who perform the desired action when presented with an option. It could include an audience clicking on a link in an email or a website visitor signing up for a free trial.

Expectedly, boosting conversion rates on various mediums should be one of your marketing objectives . These include website opt-in, email links, free trial sign-ups, and other call-to-actions.

4. Grow Brand Awareness

Brand awareness refers to how well your target audience knows or recognizes your brand. Businesses with high brand awareness are often described as “trending” of “buzzworthy.”

Tracking brand awareness can be challenging without a well-defined goal. That’s why it’s essential to write out your objective .

You may aim to increase your brand awareness next quarter through different digital marketing channels .

5. Increase Website’s Organic Traffic

Organic traffic is responsible for  53 percent  of all site traffic and 40 percent of revenue. So, it makes sense that you would want to add it to your marketing plans.

The goal here is simple — it entails ranking your page at the search results’ top spots. This will likely lead to an exponential jump in traffic, and it’ll ultimately increase your revenue.

Again, it’s crucial to measure your objectives . That way, you’ll know when you’ve achieved the goal.

How to Measure your Marketing Objectives

An arrow line with each points labeled as KPI aiming to hit a target.

KPI for Sales Growth

Your revenue is the primary key performance indicator for sales growth. It refers to the amount of income that your business is generating or the number of units sold.

Here are other KPI examples for monitoring your sales growth:

  • Year-to-date sales growth: The amount of profit realized since the first day of the current calendar year.
  • Churn rate: The percentage of customers that leave your service within a specific period.
  • Customer retention : The ability to engage existing customers to continue buying products or services.
  • Gross profits: The profit made after deducting the costs of the products.

Consider monitoring these metrics over a specific timeframe, interval, or through the campaign duration.

KPI for Lead Generation

Choosing the key performance indicator to measure lead generation can be confusing, depending on your marketing objective . Besides the percentage increase in leads, any of these metrics will do the trick.

  • Conversion rates: The percentage of visitors to your website that completes the desired goal.
  • Marketing-qualified leads (MGL): Leads that are more likely to make a purchase.
  • Sales-qualified leads (SQL): Leads that are further along in the buyer journey and are sales-ready.
  • Cost per lead: It measures how cost-effective your campaigns at generating new leads.

Since your KPI for lead generation will come from various sources, the data could get scattered quickly.

Luckily, the right software could help simplify the process. Examples of such include  Dashthis  and  Scoreboard .

KPI for Conversion Rates

The key performance indicator depends primarily on your company’s industry, campaign, and growth stage. However, here are a few things to consider when focusing on conversion rates.

  • The open rate for email marketing: The percentage of subscribers who opened an email campaign.
  • Bounce rate: The percentage of visitors that leave a web page without taking an action such as clicking a link.
  • Cost per conversion : It refers to the cost of obtaining a real customer.
  • Time spent on page : It records the amount of time a visitor spent on the page.

A website’s unique and returning visitor can also serve as a KPI. This is especially true when you’re just starting.

KPI for Brand Awareness

As with other marketing goals , you must define what you intend to achieve by building brand awareness . Ranging from increasing brand mention to direct web traffic, here are a few ways to measure brand awareness:

  • Social listening: It involves monitoring social media platforms for mentions of brand name or product.
  • Google alerts: Use Google alert to track mentions across the web.
  • Brand awareness survey: Compile a list of questions to measure how much your audience recognizes your brand.
  • Brand mention: It measures online references to your brand, company, or product.

Before measuring, you may want first to create content that can boost awareness. These usually include guest articles, videos, podcasts, infographics, e-books, to name a few.

KPI for Website Traffic

With digital marketing being a part of the brand’s strategy, it’s essential now more than ever to keep an eye on web analytics . Several online KPIs can tell you how well your site is performing. These include:

  • Pageviews per visit: It measures how many pieces of content a particular user views on a website.
  • Average visit duration: It refers to the average amount of time visitors spend on a website within a session.
  • The number of unique visitors: It refers to the number of distinct individuals visiting a page or multiple pages on your website.

Along with providing insight into your website, these metrics are also useful for assessing your competitors’ performance.

Some tools for monitoring website traffic include   Alexa’s Site Overview Tool ,  Ahrefs ,  and SEMRush .

Final Word: Use a Marketing Objectives Checklist to Plan and Execute

Effective marketing always begins with a clear, measurable objective relevant to your brand’s short-term goals. But, memorizing details of the plan can be challenging — unless you have an eidetic memory.

That’s where a checklist comes in.

A marketing plan checklist can help inform your team on your goals and the tactics required to achieve them. It also allows you to set milestones and essential success components to accomplish along the way.

Read More: 10 Tips for Creating a Successful Video Marketing Strategy

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Understanding Marketing Goals and Objectives + Examples

When it comes to marketing, goals and objectives are terms that are often used interchangeably. However, understanding the difference between these two is essential for setting up effective marketing strategies and achieving success in any business endeavor.

In a nutshell, goals tell you where you’re going instead of how you’ll get there, and objectives are specific and measurable milestones that must be achieved to reach a goal.

What Are Marketing Goals?

A marketing goal is a broad aim toward which your efforts are directed. Marketing goals don’t have to be specific. Because of their open-ended nature, setting only marketing goals is not ideal for achieving something in your business.

To gain a better understanding, let’s look at a few examples of marketing goals:

  • I want more customers to visit my website.
  • I want to rank on page one of Google.
  • I want a massive social media following.

While these goals tell us what we want to accomplish, they don’t tell us how to get it. Despite this, knowing how to set marketing goals is important because they lay the foundation for your marketing endeavors.

What Are Marketing Objectives?

Where marketing goals are broad statements, marketing objectives are measurable and specific. The best way to describe an objective is with SMART acronym :

SMART acronym marketing goals

An objective is created when you meet the requirements of the SMART acronym. To get a better idea, let’s look at a few examples of marketing objectives:

  • We need to create 50 customers from 5,000 leads within the next six months from our marketing efforts to reach our revenue goals of $200,000.
  • We want to achieve the number one rank for “Big Screen TV” because it drives an estimated 1,000 visitors to our website monthly.
  • We want to grow our Instagram account by 50,000 followers in the next five months to coincide with our new product launch.

Objectives are the stepping stones to reaching your marketing goals. They lay out the specific steps needed so you can take action. Learn how to set marketing objectives .

Understanding Marketing Goals vs. Objectives

A marketing goal is a broad target that you hope to achieve. A marketing objective is an actionable short-term step that you execute. You must design and implement several objectives to achieve your overarching marketing goal.

how to set marketing goals

How to Set Marketing Goals

Before creating your objectives, you need to set your marketing goals. Let’s look at the process of creating goals for your organization so that you can lay the groundwork for your future marketing campaigns .

1. Review Your Mission Statement with Your Team

Do you know your mission statement? Your mission statement defines why you’re in business in the first place, and it should drive your entire marketing strategy. So, as you define your marketing goals, ask yourself whether it helps you to fulfill your mission statement.

2. Set Your Marketing Targets

Ask yourself this one question — “What does my business hope to accomplish?” Essentially, this is the ultimate goal your marketing team strives to accomplish by the end of an upcoming period.

If you’re setting a short-term goal , you might consider the next quarter. A mid-range goal might account for the next year, and a stretch goal might be set for five years from now.

3. Develop a Marketing Strategy

The next step is to set up a marketing strategy. The strategy you put in place should help you achieve your goals. Let’s look at marketing strategy components you could implement to meet your marketing goals and objectives:

  • Generate leads by creating a blog that delivers helpful content.
  • Create social media pages to promote your blog.
  • Use paid advertising to reach out to new customers.
  • Implement a long-term  SEO  strategy to rank well in Google to drive organic traffic.

From this point, you can go into more detail on how you plan to implement each step.

4. Tie in Your Marketing Objectives

We’ve already discussed the differences between marketing goals and objectives. Now you must tie the two together through the strategy. For example, let’s say your marketing goal is to increase your conversion rates by 50% in 12 months.

One corresponding piece of your marketing strategy is implementing an SEO strategy that helps you rank well in Google and generate organic traffic. A marketing objective you can implement to support your strategy and reach your goal would be to optimize your nine main organic landing pages for specific keywords so that they make it into the top five spots on Google.

Perhaps you want to deliver on this objective by optimizing three pages per month over the first quarter to reach your 12-month goal in time. Remember, where goals are broad, objectives are specific.

5. Measure the Results

The last step is one of the most important. You need to figure out how you intend to measure your results, so your marketing department can present progress reports and learn from the data.

Download your free eBook about the six marketing metrics your boss actually cares about!

You must also establish how often you intend to receive these reports (weekly, monthly, quarterly). Once you’ve figured out your timetable, you must determine the specific KPIs (key performance indicators) you intend to track.

You may be tempted to track every marketing KPI you can, but try to sort out the metrics most relevant to your business. Once you’ve identified what those are, you’ll be much more focused as you move forward tracking your results.

what are some marketing goals and objectives?

How To Set Marketing Objectives

Once you’ve set up your marketing goals, you’ll have to set up marketing objectives (as mentioned in Step 3 above ) to help you accomplish those goals.

1. Learn How Much Revenue You Need from Your Marketing Campaigns

Let’s say your business generated $5,000,000 in sales last year. Next year you set marketing campaign goals to scale up your sales by 50%. Your marketing objectives must be structured to generate $7,500,000 ($5,000,000 x 1.5) in sales over the next 12 months.

2. Identify How Many Sales You Need to Reach Your Revenue Goals

To make this determination, divide your revenue targets by the value of your average sale. Therefore, if you need to generate $7,500,000 and your average sale is $100,000, you will need to close 75 customers over the next year.

3.  Identify How Much Traffic You Need to Achieve Your Goals

To reverse engineer your traffic numbers, you need to determine your traffic-to-lead conversion rate and lead-to-customer conversion rate based on historical data.

Let’s say that data from the previous three years shows that your average traffic-to-lead conversion rate is about 0.5%, and your average lead-to-customer conversion rate is 5%. This means you’ll need 1,500 leads to reach 75 customers and 300,000 visitors to reach 1,500 leads.

At the end of the day, you need to drive approximately 300,000 visitors to your site over the next year if you hope to reach 75 customers.

There are several important assumptions you make while using the above data. Two of which:

  • You plan to generate traffic in the same manner that you have during the past three years (from which you’ve calculated your averages).
  • Your pricing and promotions are still set up so that your average sales will be consistent with the previous year’s.

4. Set Up Benchmarks

Keep in mind that the process of setting up marketing goals is not quick. It takes time to build momentum. That’s why you should set up quarterly benchmarks to track your progress. As you build momentum, set your benchmarks higher and higher for each quarter.

Therefore, the second quarter should be set higher than the first, the third should be higher than the second, and the fourth should be the highest of them all. For example, if you intend to drive 70,000 visitors to your website during the first quarter, you should drive 72,500 in the second, 77,500 in the third, and 80,000 in the last.

how do marketers use data to identify goals?

Implementing Marketing Goals vs. Objectives for Your Business

As you set up your marketing goals and your marketing objectives, you’ll find there’s always room for improvement. Your marketing strategy won’t be perfect the first time, but that’s why you track metrics so you can improve as you go along. As you move forward, you’ll identify the strengths and weaknesses of your marketing strategy, and you can make adjustments until you achieve your overarching goal.

Exceed Your Marketing Goals and Objectives with MARION

If you need help achieving your marketing goals and objectives, we can help you. MARION is a  full-service marketing agency  that offers  internet marketing services ,  graphic design firm services , and  traditional marketing services .

Looking to take your marketing efforts to the next level?  Contact our team today .

About Marion Marketing

MARION is a full-service marketing agency. We partner with customers to either supplement their existing marketing department or serve as their full outsourced marketing department. Our areas of expertise include branding and graphic design, online marketing and traditional marketing.

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Total Guide to Creating Marketing Goals in a Marketing Plan

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The ROI of Influencer Marketing

Have a great idea for a new marketing campaign? It can be tempting to jump right in and start sharing it with your audience. But not so fast! First, you need to set clear marketing objectives to keep you and your team honest along the way.

This becomes even more crucial when you begin partnering with more and more influencers with a wide array of skills and interests. Having clear marketing objectives in a marketing plan in place for each of them makes sure everyone is paddling in the right direction toward a common goal. 

Why clear marketing objectives are critical to success

Marketing objectives serve as a guiding light when making strategic decisions for your business. They provide clarity and direction, ensuring your efforts align with your overall goals. Here’s how marketing objectives guide strategic decision-making:

Improve focus and prioritization.

With clear objectives in place, you can identify the strategies and tactics that will have the greatest impact on achieving your goals. This prevents you from wasting time and effort in areas offering little value toward your main objectives.

Allocate resources.

Marketing objectives help you determine where to allocate your budget, time, and staffing. By understanding your objectives, you can take the guesswork out of budget planning and focus solely on your highest-impact areas.

Align with your target audience. 

Your marketing objectives help you define your target audience and tailor your messaging and campaigns accordingly. They guide you in understanding your most likely buyers’ needs, preferences, and behaviors, enabling you to create more relevant and compelling marketing strategies.

Guide success measurement and evaluation.

By aligning your tactics with your objectives, you can establish key performance indicators (KPIs) to track progress and measure success. This data-driven approach helps you identify what’s working and what needs adjustment.

Adapt and pivot.

As the landscape evolves, you can refer to your objectives to assess whether your strategies need adjustment or if new opportunities align with your goals. That way, you can make informed decisions and respond effectively to changes in the market.

Hold your team (and yourself) accountable. 

Clear marketing goals ensure everyone is aligned and working towards a common goal. Decision-making becomes more cohesive and collaborative when there’s a shared understanding of the desired outcomes.

Two women discussing marketing objectives in a marketing plan in front of a board with sticky notes

Understanding influencer marketing objectives

Influencer marketing objectives are the specific goals that brands aim to achieve through campaigns with content creators. They’re there to guide you as you plan and execute influencer collaborations, ensuring campaigns align with desired outcomes.

Let’s start with some basics:

Influencer marketing’s role within digital marketing

Influencer marketing plays a vital role in digital marketing by harnessing the influence of online content creators to endorse brands, products, or services. By collaborating with creators with a dedicated following, businesses can authentically reach their target audience, ultimately boosting brand visibility and conversions. It also provides an opportunity to tap into niche markets, generate user-generated content, and establish long-term partnerships with influencers for ongoing collaborations.

How influencer marketing objectives differ from traditional marketing objectives

Influencer marketing objectives are often similar to traditional marketing objectives but with a few subtle differences. For example:

Target niche audiences.

Influencer marketing focuses on leveraging the influence and reach of specific individuals to target niche audiences. Traditional marketing often employs broader targeting strategies to reach a wider audience.

Establish trust and credibility. 

Influencer marketing aims to leverage the trust and credibility that influencers have built with their audience. Traditional marketing may rely more on advertising and promotional messaging.

Win with authenticity. 

Influencer marketing prioritizes authentic content creation and storytelling, aligning with the influencer’s personal brand and style. Traditional marketing often involves scripted advertisements or marketing messages.

Nurture engagement and long-term relationships.

Influencer marketing emphasizes fostering engagement and building relationships with the influencer’s audience. Traditional marketing may focus more on generating one-time sales or immediate conversions.

Collect user-generated content (UGC). 

Influencer marketing often involves the creation of user-generated content, where influencers and their followers actively participate in content creation. Traditional marketing typically relies on company-generated content.

Common types of influencer marketing objectives

There’s no limit to the number of objectives you can achieve with influencer marketing. As you get more comfortable with your strategy, you’ll develop more unique use cases. But for the sake of this blog, we’ll go over the most common goals influencer marketing can help with. 

Brand awareness

Most brands leverage influencers to introduce their products and services to a wider audience. The goal is to generate buzz, increase visibility, and create a positive association ( halo effect ) with your brand in the minds of consumers. 

If brand awareness is your goal, avoid getting too hung up on partnering with big-name influencers. Often, partnering with several micro or nano influencers can be as effective (and cost-efficient) as collaborating with a splashy name.

See Also: Is Going Viral with Nano Influencers Likely? The Answer Lies in Brand Love

Audience reach and engagement

Influencer marketing is a powerful tool for reaching and engaging specific target audiences. Brands collaborate with influencers whose followers align with their target demographic, allowing them to tap into an engaged community more likely to be interested in their offerings. The goal is to extend the brand’s reach, spark meaningful conversations, and foster authentic engagement with the audience.

Product or service promotion

This goal involves working with influencers to showcase and highlight specific products or services to their audience. By leveraging the influencer’s expertise, credibility, and personal experiences, brands can create compelling product promotions that drive interest, consideration, and potentially lead to sales.

Lead generation and conversion

Influencer marketing helps generate leads and conversions by encouraging followers to take action, such as signing up for newsletters, downloading content, or making purchases. Collaborate with influencers to drive traffic to your website, landing pages, or ecommerce platforms, with the ultimate goal of converting interested leads into paying customers.

Content creation and user-generated content (UGC)

Influencers are masters at creating engaging and visually appealing content that can showcase your products authentically. They can also encourage their audience to do the same. You can repurpose UGC from these efforts across various marketing channels to enhance brand storytelling, boost engagement, and provide social proof. Just make sure you have all the necessary content rights first. 

See Also: The Do’s & Don’ts of User-Generated Content Rights in Influencer Marketing

Tips for developing marketing objectives for influencer campaigns

Ready to create some marketing objectives for your next influencer campaign? Let’s take it from the top. 

Define overall campaign goals. 

First things first, let’s establish your goals. You can use the SMART goal formula for the best results. 

  • Specific: Ensure your goals are specific and clearly defined. 
  • Measurable: You should be able to easily track the progress and success of each goal you set. 
  • Achievable: Think big but not too big. Your goals should be realistic and attainable within the given resources and timeframe. 
  • Relevant: Make sure your goals align with your overall marketing strategy and target audience. 
  • Time-bound: Set a specific timeframe or deadline for achieving your goals. 

SMART marketing objectives examples

If you need some help getting the gears turning, here are a couple SMART goal examples based on the common objectives listed above:

  • Brand awareness: Increase brand mentions by X% within a specific timeframe
  • Audience reach and engagement: Achieving X number of video views and X engagement rate on influencer content within a specific timeframe.
  • Product or service promotion: Generate X number of conversions or sales from influencer-driven promotions within a specific timeframe.
  • Lead generation and conversion: Obtain X number of leads or email sign-ups through influencer campaigns within a specific timeframe.
  • Content creation and UGC: Encouraging X number of user-generated content submissions related to your brand within a specific timeframe.

How to write marketing objectives (free SMART goal template)

If you need a little help visualizing how to organize your SMART goals, feel free to check out our free SMART goal template to start getting everything down on paper. 

Free Download: SMART Goal Template

Conduct audience research.

You’ll need to learn everything you can about your audience before you can set objectives to help you effectively reach them. Here are a few thought-starters:

Define your target audience.

Start by clearly defining your target audience based on demographics, interests, behaviors, and psychographics. Consider factors like age, gender, location, hobbies, lifestyle, values, and preferences. 

From there, you can break your audience down into unique buyer personas. Having a persona for each member of your target audience helps you tailor your messaging and speak to their individual goals and pain points. 

See Also: How to Build a Buyer Persona: A Beginner’s Guide + Free Template

Utilize analytics and insights.

Gather data from your existing customer base, website analytics, social media insights, and other relevant sources. This data can provide valuable insights into your audience’s demographics, online behavior, interests, and engagement patterns. Analyze this information to understand who your current customers are and identify potential gaps or opportunities.

Conduct surveys and interviews.

Conduct surveys or interviews to gather direct feedback from your target audience. Ask questions about their preferences, needs, pain points, and interactions with influencers or social media. This qualitative data can provide deeper insights into their motivations, decision-making process, and preferences regarding influencer content.

Analyze competitor data.

Study your competitors and their influencer marketing strategies. Identify influencers they collaborate with and analyze the audience engagement and response to their campaigns. This can help you understand what resonates with your target audience and uncover potential gaps or opportunities in the influencer landscape. 

See Also: How to Use Your Competitors’ Customer Feedback To Your Advantage

Collaborate with content creators. 

Consider involving your content creators in the goal-setting process rather than just delivering a list of predetermined objectives. Getting their input beforehand ensures you’re setting goals that align with their strengths so they can provide the most possible value to your campaign. 

Set key performance indicators (KPIs).

KPIs are all the little stepping stones along the way to achieving your big-picture goals. They will help you know you’re on the right track and identify any roadblocks in your strategy before it’s too late to pivot. 

If your goal is to improve brand awareness, some KPIs might include:

  • Engagement rate: The number of post engagements divided by the number of followers. Multiply that number by 100 to get a percentage. 
  • Impressions: The total number of times people see the content.
  • Reach: The number of unique people who see your content.

If your goal is to encourage a specific action (sales, newsletter sign-ups, etc.), some KPIs might include:

  • Conversions: The number of times a prospect completes the desired action. 
  • ROI: The value earned from conversions divided by the cost to get them. 
  • CVR: The dollar amount spent per customer to earn a conversion.

If your goal is to generate content, some KPIs might include:

  • Number of pieces: How many repurposable pieces of content you receive. 
  • Engagement: How the creator’s audience responds to the content. 
  • Ad metrics: How well content performs when repurposed as paid media. 

If your goal is to improve website traffic, some KPIs might include:

  • Total visitors: the number of people coming to your site thanks to your creators. 
  • Time on site: How long someone spends navigating your website. 
  • Pages per session: How many pages visitors look at when they come to your site. 

 Track and evaluate objective performance.

Tracking and evaluating the performance of your influencer marketing objectives is crucial. It helps measure effectiveness, optimize strategies, determine ROI, identify opportunities and challenges, make data-driven decisions, and provide accountability. By analyzing the data, you can refine your approach, allocate resources effectively, and demonstrate the value of influencer marketing to stakeholders. It ensures continuous improvement and maximizes the impact of your campaigns on your overall marketing goals.

Marketing plan objectives: examples from brands that got it right

True citrus.

Drink mix brand True Citrus recently set a lofty goal to increase its creator roster from zero to 300 in just one quarter. Through careful planning and some help from GRIN’s Creator Discovery Suite , True Citrus accumulated 300+ net new content creators within the set timeframe and collected over 1,000 pieces of creator content. 

See Also: True Citrus: An Influencer Marketing Case Study

Orangetheory

In November 2022, Orangetheory’s small influencer marketing team ran a month-long campaign to capture leads and promote brand awareness. They aimed to work with at least 20 creators and accumulate no less than 1 million impressions. With a strong set of clear goals, Orangetheory shared its vision with brand-aligned content creators who soon became passionate advocates for the studio. 

See Also: Orangetheory Marketing: An Influencer Marketing Case Study

Key takeaway: Clear marketing objectives are the North Star for your influencer campaigns.

Successful marketing campaigns begin and end with clear objectives. For influencer marketing, be sure to get your influencers involved in the planning process. Pay attention to their performance as the campaign plays out, keeping a close eye on ways you can optimize your approach.  

Learn more about influencer marketing: Influencer Marketing 101

Frequently Asked Questions

Some of the most common marketing objective examples include:

  • Improving brand awareness
  • Driving website traffic
  • Generating leads
  • Increasing sales
  • Promoting a new product launch
  • Improving brand reputation
  • Expanding into new markets

When writing marketing objectives, be sure to use the SMART goal formula—specific, measurable, attainable, relevant, and time-bound. 

Some examples include: 

  • Increase brand mentions by X% within X amount of time.
  • Achieve X number of video views and X engagement rate on influencer content within X amount of time.
  • Generate X number of conversions or sales from influencer-driven promotions within X amount of time.
  • Obtain X number of leads or email sign-ups through influencer campaigns within X amount of time.
  • Encourage X number of user-generated content submissions related to your brand within X amount of time.

There is no one best marketing objective. The best objective for your brand will depend on your unique goals. However, some common ones include:

  • Generate brand awareness.
  • Increase conversions.
  • Drive sales.
  • Collect content. 
  • Improve web traffic.

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How to Set, Track, and Achieve Business Objectives with 60 Examples

By Kate Eby | April 10, 2023

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Businesses that set objectives make better decisions. Business objectives allow companies to focus their efforts, track progress, and visualize future success. We’ve worked with experts to create the most comprehensive guide to business objectives.

Included in this article, you’ll find the differences between business objectives and business goals , the four main business objectives , and the benefits of setting business objectives . Plus, find 60 examples of business objectives , which you can download in Microsoft Word.

What Is a Business Objective?

A business objective is a specific, measurable outcome that a company works to achieve. Company leaders set business objectives that help the organization meet its long-term goals. Business objectives should be recorded so that teams can easily access them. 

Business objectives cover many different factors of a company’s success, such as financial health, operations, productivity, and growth. 

One easy way to make sure that you are setting the right business objectives is to follow the SMART goal framework . SMART objectives are specific, measurable, achievable, relevant, and time-bound. 

To learn about setting project objectives using the SMART framework, see this comprehensive guide to writing SMART project objectives .

Business Objectives vs. Business Goal

A business goal is a broad, long-term outcome that a company works toward. Goals usually inform which strategies that department leaders will implement. A business objective , however, is a specific, short-term outcome or action that helps the company achieve long-term goals.

Although the terms are often used interchangeably, goals and objectives are not the same . In general, goals are broad in scope and describe an outcome, while objectives are narrow in scope and describe a specific action or step. 

While these differences are important to understand, many of the common frameworks for successful goal-setting — such as SMART, objectives and key results ( OKRs ), and management by objectives (MBO) — can be useful when writing business objectives. 

When deciding on objectives for a team or department, keep in mind the overarching goals of a business. Each objective should move the company closer to its long-term goals.

Project Goals and Objectives Template

Project Goals and Objectives Template

Download the Project Goals and Objectives Template for Excel | Microsoft Word | Adobe PDF

Use this free, printable template to learn how to break down project goals into individual objectives using the SMART framework. Write the primary goal at the top of the worksheet, then follow the SMART process to create one or more specific objectives that will help you achieve that goal. 

For resources to help with setting and tracking goals at your company, see this all-inclusive list of goal tracking and setting templates .

What Are the Four Main Business Objectives?

The four main business objectives are economic, social, human, and organic. Each can help a business ensure their prolonged health and growth. For example, human objectives refer to employees’ well-being, while economic objectives refer to the company’s financial health. 

These are the four main business objectives:

  • Example: Reduce spending on paid advertisements by 20 percent.
  • Example: Reduce average customer wait times from eight minutes to four minutes. 
  • Example: Hire two new chemical engineers by the end of Q2.
  • Example: Improve the efficiency of a specific software product by 15 percent.

Types of Business Objectives

There are many types of business objectives beyond the main four. These range from regulation objectives to environmental objectives to municipal objectives. For example, a global objective might be to distribute a product to a new country. 

In addition to economic, social, human, and organic objectives, here are some other types of business objectives companies might set: 

  • Regulatory: These objectives relate to compliance requirements, such as meeting quality standards or conducting internal audits.
  • National: These objectives relate to a company’s place in and how they contribute to the country they operate in, such as promoting social justice causes and creating employment opportunities. 
  • Global: These objectives relate to a company’s place in and its contribution to many countries, such as improving living standards and responding to global demands for products and services. 
  • Environmental: These objectives relate to a company’s environmental impact, such as reducing chemical waste or making eco-friendly investments. 
  • Healthcare: These objectives relate to the health and well-being of a population, whether within or outside an organization. These objectives might be improving healthcare benefit options for employees or refining a drug so that it has fewer side effects.

The Importance of Having Business Objectives

Teams need business objectives to stay focused on the company’s long-term goals. Business objectives help individual employees understand how their roles contribute to the larger mission of the organization. Setting business objectives facilitates effective planning. 

Here are some benefits to setting business objectives:

Sully Tyler

  • Develops Leadership: Company leaders are more effective when they have a clear vision and can delegate tasks to make it a reality. Setting objectives is a great way to improve one’s leadership skills.
  • Increases Motivation: People tend to be more invested in work when they have clear, attainable objectives to achieve. Plus, each completed objective provides a morale boost to keep teams happy and productive. 
  • Encourages Innovation and Productivity: With increased motivation and workplace satisfaction come more innovations. Set attainable but challenging objectives, and watch teams come up with creative solutions to get things done.
  • Improves Strategy: Setting objectives that align with overarching company goals means that everyone across the company can stay aligned on strategic implementation. 
  • Enhances Customer Satisfaction: Overall customer satisfaction is more likely to increase over time when measurable quality improvements are in place. 
  • Improves Prioritization: When they are being able to see all of the current objectives, team members can more easily prioritize their work, which in turn makes their workloads feel more manageable. 
  • Improves Financial Health: Setting economic objectives in particular can help companies stay on top of their financial goals.

60 Examples of Business Objectives

Company leaders can use business objectives to improve every facet of an organization, from customer satisfaction to market share to employee well-being. Here are 60 examples of business objectives that can help a company achieve its goals. 

60 Example Business Objectives

Economic Business Objectives

  • Increase profit margins by 5 percent by the end of the Q4. 
  • Recover 50 percent of total outstanding debts from each quarter the following quarter for the next year. 
  • “Increase revenue by 10 percent each year for the next five years,” suggests Tyler. 
  • Offer three new holiday sales events in the coming year. 
  • Move 30 percent of surplus stock by the end of Q2.
  • “Reduce costs by 10 percent each year for the next five years,” suggests Tyler.
  • Reduce monthly interest payments by 1.5 percent by consolidating debt. 
  • Introduce a new credit payment option to expand the potential customer base. 
  • Apply for six government grants by the end of the year. 
  •  Hire an accountant to track expenses and file the company’s taxes. 
  •  Secure a $100,000 loan to start a business.
  •  Pitch your business ideas to a venture capital firm. 
  • Improve your business credit score from 75 to 85 in two years. 
  • Invest in solar panels for your company headquarters to reduce building energy costs by 75 percent. 
  • Establish a monthly practice to analyze your cash flow statement.

Social Business Objectives

  • Decrease customer average customer wait times by 20 percent in two months.
  • Improve the average customer service satisfaction rating from 3.2/5 to 3.8/5 in six months through targeting trainings. 
  • Hire a contract UX designer to redesign the company website interface in four months. 
  • Decrease customer churn by 15 percent in one year. 
  • “Triple the customer base within two years,” suggests Tyler.
  • Offer 20 percent more customer discounts and specials over the course of two years. 
  • Increase market share by 5 percent in three years. 
  • Increase monthly sales quotas for sales associates by 10 percent. 
  • Develop a sales incentive program to reward top-performing sales associates with vacations, bonuses, and other prizes. 
  • Donate $10,000 to local causes, such as public school funds or local charities. 
  • Partner with a charitable organization to host a company-wide 5K.
  • Increase your marketing budget by 15 percent.
  • Hire a new marketing director by the end of Q3.
  • Donate 40 percent of surplus stock to a relevant charity. 
  • Increase engagement across all social media platforms by 10 percent with a multiplatform ad campaign.

Human Business Objectives

  • Hire three new employees by the end of Q1.
  • Hire a contractor to train your IT team on new software. 
  • Rewrite and distribute your company values statement. 
  • Conduct a quarterly, company-wide productivity training over the next two years. 
  • Establish a diversity, equity, and inclusion (DEI) committee. 
  • Design and implement a mentorship program for diverse employees. 
  • Create an incentive program that grants additional vacation days for all employees when company-wide productivity goals are met. 
  • Offer a free monthly happy hour to improve the employee experience. 
  • Select change leaders across multiple teams to provide support for a corporate reorg.
  • Start three employee resource groups (ERGs) within the next six months. 
  • Diversify websites and career fairs where the hiring team recruits applicants to encourage a more diverse pool of candidates for new jobs. 
  • Invest in an office redesign that improves the office atmosphere and provides more in-office resources, such as free coffee and snacks, to on-site employees. 
  • Upgrade employee laptops to improve productivity and employee satisfaction. 
  • Conduct a yearly, comprehensive employee experience survey to identify areas of improvement. 
  • Throw office parties to celebrate change milestones. 

Organic Business Objectives

  • Increase the top line by 15 percent every year for the next five years.
  • Achieve 20 percent net profit from 10 product enhancements in the next two years.
  • Decrease raw materials costs by 10 percent by the end of the year.
  • Reduce downtime by 25 percent by the end of the year.
  • Within two years, attain a rate of 25 percent new revenue from products released within the last year.
  • Improve customer acquisition ration by 10 percent every quarter for the next two years. 
  • Reduce total inventory levels by 20 percent over four months.
  • Interact with at least 20 Instagram users every month for one year.
  • Have a new product launch covered by at least three reputable industry publications within two months of the launch date.
  • Grow both the top line and the bottom line by 60 percent every year for three years. 
  • Reduce product defects by 15 percent every year for four years.
  • Increase on-time delivery dates for top customers by 25 percent over the span of three quarters.
  • Conduct yearly workplace safety reviews.
  • Decrease average customer wait times for responses to social media queries from 45 minutes to 15 minutes by the end of Q4.
  • Improve your company website to be on the first page of search results within six months.

Download 60 Example Business Objectives for

Microsoft Word | Adobe PDF

Track the Progress of Business Objectives with Smartsheet

Empower your people to go above and beyond with a flexible platform designed to match the needs of your team — and adapt as those needs change. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed. 

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time.  Try Smartsheet for free, today.

Discover why over 90% of Fortune 100 companies trust Smartsheet to get work done.

The difference between business and marketing objectives

Objectives are the starting point of any successful strategy. Think about it, it’s nearly impossible to plan how you’ll smash your goals if you don’t know what they are in the first place.

Both business and marketing objectives help steer targets that an organisation is aiming for. Business aims are the results that a company strives to achieve, whilst marketing objectives get down to the specifics on how your efforts can impact the business’ wider goals. In theory, it’s easy to differentiate between the two, but in practice the lines often get blurred when it comes to establishing clear goals.

When business and marketing objectives get lumped together, it can be confusing to know who’s accountable for what and where adjustments need to be made. But if you take a structured approach to defining objectives, you’ll be able to stay hyper focused in your marketing efforts whilst keeping an eye on the bigger picture. In this article, we'll break down the key differences between business and marketing objectives to guide you when setting your own.

how the business objectives and marketing plan objective are connected

What are business objectives?

Business objectives are the results your company aims to achieve.   Divided into short term and long term, these objectives outline your company’s big goals. Even though they tend to come straight from senior management and finance teams, these goals directly impact the whole of your company. From your sales and customer service teams to your warehouse staff, every employee has to take specific actions to achieve these objectives.

Why are they important?

Knowing exactly what your business is striving for will give your marketing efforts a sense of purpose and the means to demonstrate exactly how you’ve played a part in helping the business meet its desired outcomes. Business objectives not only give clarity and direction, but they also provide the foundations for you to evidence your impact which is crucial when making your case for promotion or creating a standout CV.

Business objectives vary across different organisations, but we’ve outlined a few below to give you an idea of what solid business objectives could look like for you.

Imagine a B2B organisation who sell printing equipment to businesses around the UK. One of their business objectives could be “to scale the business by 20% this year” or “to break into a new sector, securing 10 new target sector clients within 5 years”.

For a business-to-consumer organisation, or B2C, objectives may look a little different. For example, for a snack company who sell directly to consumers online,   could have an objective "to launch 5 new products by the end of the financial year” or even, “to sell their products in 5 of the UK’s leading supermarkets within 5 years”.

Whatever the sector and type of your business, remember that your business objectives directly affect the entire company and are your overarching ‘big goals’. So, you might be thinking  how will my business achieve those goals? Well, that’s exactly where marketing objectives come into the picture…

What are marketing objectives?

Key marketing objectives offer a precise and measurable path to meet your business objectives. They outline the main aims of your marketing strategy, give your team direction and offer measurable objectives to work towards.

You’re much more likely to achieve your goals when they are clearly defined. In fact, results show that marketers who set goals are a whopping 376% more likely to see successful outcomes. Setting marketing objectives aligned to your business goals will leave your team with a sense of accomplishment and clear expectations on how they can contribute to the company’s overall success and long term goals.

We love precise marketing objectives, especially when they directly relate to business objectives and are SMART, meaning they are Specific, Measurable, Achievable, Relevant and Time-bound.

So, imagine you work within a charity and your overarching business goal is “to build a new centre or refurbish the facility”. When it comes to setting your marketing goal, you’ll need to consider the amount you’ll need to raise in order to get you there. Therefore, your marketing goal would be “to increase cash flow and raise 300k donations via the website before the end of the financial year”.

See how the marketing objective offers precise direction on how the overarching business goal can be met?

With the lines now un-blurred…

Both business and marketing objectives are key in driving your business forward and are crucial when it comes to your marketing strategy. With clarity on the differences, you’ll be much clearer on what you need to do as a marketer to make an impact. Plus, keeping marketing and business goals separate means everyone involved stays accountable and can own their part of the process, ensuring you’re collectively moving in the right direction.

Business and marketing objectives are only the beginning of building an effective marketing and communications strategy. Take a look at our unique, CPD accredited programme to find out how you can build a killer strategy centred around your company goals.

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Matt Boyce Head of SMB Marketing

The Ultimate Guide to Defining Effective Marketing Objectives: Strategies, Examples, and Tips

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The 9 Goals to Consider When Creating a Marketing Strategy

Hollie Higa

Published: February 09, 2022

If someone asks you to list a few marketing goal examples, could you?

marketing leads review marketing goals for the quarter

When many think of marketing, they go to the big flashy examples – like SuperBowl commercials and Spotify’s annual "Wrapped" campaigns. But the truth is, that’s likely the result of months of strategizing.

Before you can build your strategy though, you first need a clear goal. What does your business want to accomplish? Maybe you need more traffic to your website or perhaps you want to generate more leads.

If you need help figuring out what that is, we’ve got you covered.

marketinggoal_0

What are marketing goals?

A marketing goal is a specific and measurable objective that helps you meet your broader business goals. It can be anything from generating high-quality leads and raising brand awareness to increasing customer value and improving your referral rate.

A campaign without a clear goal is essentially a waste of money. Because you won’t know how to measure the impact or value of the work you’ve put in.

Goals are there to provide clarity, purpose, direction and vision. Whether personal or commercial, they are what lead to success for you, your department, and the business as a whole. Hitting your goal proves you're making an impact. We all want to feel like we're contributing, right?

Here, we're going to explore the major goals you should consider when creating and implementing a marketing strategy. These goals should help you achieve maximum results in 2022 and beyond.

SMART Marketing Goals Template

Fill out this form for a free marketing goal-setting template., marketing goal examples.

  • Increase brand awareness.
  • Generate high-quality leads.
  • Acquire new customers.
  • Increase website traffic.
  • Establish industry authority.
  • Increase customer value.
  • Boost brand engagement.
  • Increase revenue.
  • Improve internal brand.

how the business objectives and marketing plan objective are connected

Free Marketing Plan Template

Outline your company's marketing strategy in one simple, coherent plan.

  • Pre-Sectioned Template
  • Completely Customizable
  • Example Prompts
  • Professionally Designed

You're all set!

Click this link to access this resource at any time.

1. Increase brand awareness.

In 2021, we surveyed over 1,000 global marketers – 48% of marketers surveyed said their primary goal when running marketing campaigns was increasing brand awareness.

Brand awareness is key to gaining customers because after all, if consumers don’t know you exist, how will they know what you have to offer?

Every brand has a personality — a human voice shaped by the tone you strike and the platforms you're using and the subjects or topics you're talking about. If your goal is to raise brand awareness, figuring out what that personality is and how that voice sounds is the place to start.

From there, here are some tactical steps:

  • Tell a story – Consumers engage with brands they feel connected to and storytelling is an incredibly powerful tool to do it. To craft your narrative, think about your origin story and what adds humanity to your brand.
  • Consider where your target buyers spend the most time – Online, this might look like a particular social network like Instagram or TikTok. It could also be a specific channel like email and podcasts. You want to meet your audience where they are
  • Share and engage constantly – Once you know what story you want to tell and where your audience is, all that’s left is to engage with them. This can look like posting interesting content on social media, having a blog or guest blogging to share industry insights, and conducting polls.

You're more than a business that sells a product or service. As you have a positive impact on your audience, they'll likely turn into advocates of your brand, sharing your content and passing along their positive experiences to friends, family, and colleagues.

Top brand awareness tip: It's not all ‘me me me'. A conversation goes two ways, so don't forget to stop and listen to what the people you're trying so hard to reach are saying back to you. You never know — they might just have some valuable insights or great ideas.

How do you measure brand awareness?

Although brand awareness can be a hard metric to track and measure, you can review the effectiveness of your activities by looking at your quantitative metrics such as:

  • Brand mentions, reach, follower count for social media
  • Branded search volume, website traffic, backlinks for SEO

To learn more about increasing brand awareness, read this Ultimate Guide to Brand Awareness .

2. Generate high-quality leads.

Your sales department depends on a consistent stream of leads to nurture and turn into new customers.

You're not their only source of leads, but it's safe to say your colleagues over in sales are depending on you to convert leads into new contacts to which they can reach out.

27% of marketers surveyed in 2021 by HubSpot Blog Research said generating leads and traffic was the biggest challenge they faced in 2021. What’s more, 21% say they expect to meet that same challenge in 2022.

From tried-and-tested methods like on-page forms to innovative features like chatbots, there are many ways to drive marketing-qualified leads .

Here’s an example of a lead-gen strategy:

  • A website visitor discovers your site through an ad and arrives at a landing page.
  • They click on the call-to-action to receive a content offer, otherwise known as a lead magnet.
  • To download the form, they must first fill out a form (known as a lead capture form).
  • After filling out their name and email, they access the content offer download page.

This is followed by a nurturing strategy to guide the user down the sales funnel.

There are many ways to generate leads, including:

  • Email newsletters
  • Retargeting ads
  • Content marketing
  • Social media

If you’re having trouble driving leads, create a report of all the leads coming in and section out those who've been disqualified, and why. This can help refine your marketing processes and continuously improve the quality of leads coming in.

How do you measure high-quality leads?

Analyze trends across the leads who eventually turn into customers. Create goals and custom reports such as multi-touch revenue attribution reports, customize your dashboards, report on revenue, and more.

If you're looking for tools to create and track effective marketing goals for an entire marketing team, check out HubSpot's Marketing Hub .

3. Acquire new customers.

Gaining customers is key to expanding your reach and growing your business. Many companies struggle to build a sustainable strategy that will scale.

For instance, say your main customer acquisition play is by leveraging content marketing. Do you have a strong team to build out a style guide and content strategy then execute on it for your chosen channels?

Or say you use a freemium model, by giving consumers a taste of your product to attract and hopefully convert them to the paid version. Do you have a strong conversion strategy and a team that can focus on optimizations?

To build a strong marketing strategy with the goal of acquiring new customers, focus on leveraging sustainable and flexible tactics that will scale with your business.

How do you measure customer acquisition?

  • Customer acquisition cost (CAC)
  • Total new customers
  • Product sign-ups

4. Increase website traffic.

In this digital age, getting strong traffic to your website is one of the major signs of a successful marketing strategy.

In fact, 54% of marketers surveyed in 2021 say web traffic is the most important metric when measuring the effectiveness of their content marketing efforts.

So, how do you accomplish this? Here are a few strategies:

  • Increase your paid ad campaigns.
  • Double down on your SEO efforts to increase your search engine ranking.
  • Start a blog.
  • Ensure all marketing channels circle back to your website.

How do you measure website traffic?

  • Total sessions
  • Total unique pageviews
  • Average time spent on page
  • Bounce rate
  • Conversion by traffic source

5. Establish industry authority.

It doesn't matter what industry you find yourself in — being recognized as an expert in your field is fundamental for proving a high level of knowledge and credibility.

Not to be confused with brand awareness, thought leadership is about consumers recognizing your brand — and the people within your business — as among the best and most trustworthy in the industry.

On the other hand, brand awareness is more about making sure your brand is heard, seen, and recognized at all.

There are different ways to develop and maintain thought leadership. One of those methods is by publishing and sharing content that inspires your audience and speaks to their pain points.

Leveraging partner networks to ensure you're able to reach a larger audience and appear up-to-par with other industry leaders is another approach to thought leadership.

For instance, building an external community through outreach and guest blogging is great for working with other trusted and reputable brands in the industry to create valuable content.

As you build your thought leadership strategy, consistency becomes essential to maintaining it. Publishing and sharing your content consistently is important to continue to appear relevant and forward-thinking in your industry.

Alternatively, you might consider hosting a webinar or panel discussion with other major industry leaders.

How do you measure thought leadership?

Similar to brand awareness, thought leadership can be tricky to measure.

One way to do it is through media mentions. If your brand is mentioned often in relation to your industry, that’s a good indicator that you have a strong thought leadership program. A high branded search volume and a high number of backlinks can also be indicators of success.

To learn more about thought leadership, take a look at The Content Marketer's Guide to Thought Leadership .

6. Increase customer value.

The marketing conversation has moved well beyond simply generating new business. Today, it's more important than ever that you're delighting your existing customer base, keeping the people your business depends on happy and, whenever possible, helping them to promote you.

Delighted people won't just buy from you again — they'll also refer you to their friends and colleagues, too.

If your goal is to help retain and grow your existing customers, there's plenty you can be doing to achieve it:

  • Get your customer data in order, from purchases to net promoter score.
  • Build a loyalty program where customers can get early access to products and discounts.
  • Launch a referral program.
  • Share customer success stories.

How can you tell if you're increasing customer value?

You'll want to measure your upsell targets or retention targets to evaluate whether you're increasing customer value and loyalty over time.

Additionally, closely monitor what content you share with customers that influenced the most deals, or the last piece of content they interacted with before a deal closed. This will help you visualize which content is most valuable to your existing and new customers.

7. Boost brand engagement.

Brand engagement tells you that your audience is listening to you and enjoys your content. What’s better than that?

Boosting brand engagement won’t happen overnight. In fact, it can take months to see the impact of your efforts. However, when it does happen, you can see strong results on your reach and more importantly, your revenue.

Here are the steps you can take to do so:

  • Identify what your audience cares about.
  • Be consistent about sharing valuable content.
  • Encourage action by initiating conversation and inviting your audience to join.
  • Host giveaways and contests.
  • Personalize communications when possible.

What you’re doing through these steps is building a community. A loyal community will engage with your audience and better yet, they’ll spread the word to others.

How can you tell if you’re boosting brand engagement?

This will depend on the channel you’re checking and where on the funnel you’re focusing on. For instance, on social media, likes, shares, comments, and retweets are considered engagement.

With email, engagement will look like opens and clicks.

These are channels mostly used for top- to mid-funnel engagement. For customers, engagement metrics can be:

  • Net promoter scores (NPS)
  • Customer satisfaction score
  • Average website session duration

8. Increase revenue.

According to 2021 HubSpot Blog Research data 43% of marketers surveyed say their primary goal when running marketing campaigns in 2021 was increasing revenue – making it the second highest goal behind brand awareness.

Marketing can play a huge role in increasing revenue as they can target consumers at every stage of the funnel.

Here are some marketing strategies you can use at every stage:

  • Top of the funnel – Build a strong digital presence on social media and web, create content your audience cares about on the channels they consume, develop content offers to turn visitors into leads.
  • Middle of the funnel – Identify signals that turn prospects into MQLs, automating lead nurturing emails, retargeting campaigns.
  • Bottom of the funnel – Create tutorials, share product demos and customer success stories.
  • After-purchase – Build a customer loyalty program.

Keep in mind that this list isn’t exhaustive but it can help you get started.

What are some metrics to track increasing revenue?

  • Annual Recurring Revenue
  • Average Revenue Per User
  • Quota Attainment

10. Improve internal brand.

Increasingly, marketing teams are also taking on responsibilities around internal communications and educating employees across the business on the tools and resources they need to succeed when selling or providing service to customers.

Do your colleagues understand your brand's target personas and what they need at their respective stage in the buyer's journey?

It's important to ensure all employees are given what they need in order to talk about the business with confidence to prospects and customers and become ambassadors for your brand.

How can you tell if you're empowering colleagues?

If you've delivered an internal newsletter, review its performance data to determine whether or not your colleagues across the company are actually opening it and clicking through the relevant resources contained within.

Alternatively, was your goal to educate the team about a new product or updated messaging?

A company-wide survey can take very little time to create and can provide you — and the rest of your team — with valuable feedback on your efforts.

By now, you should be well on your way to setting and achieving your own SMART marketing goals.

Remember, whichever goals you set for yourself and your team, they have to serve a purpose and benefit the business as a whole.

Whether that means generating high-quality leads for sales or stepping up your brand awareness game, you'll be ready to increase revenue and enable your business to grow better in no time.

Editor's Note: This post was originally published in April 2020 and has been updated for comprehensiveness.

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Business objectives: How to set them (with 5 examples and a template)

An icon representing tasks in a list in a white square on a light orange background.

As anyone who played rec league sports in the '90s might remember, being on a team for some reason required you to sell knockoff candy bars to raise funds. Every season, my biggest customer was always me. Some kids went door-to-door, some set up outside local businesses, some sent boxes to their parents' jobs—I just used my allowance to buy a few for myself.

Aside from initiative, what my approach lacked was a plan, a goal, and accountability. A lot to ask of an unmotivated nine-year-old, I know, but 100% required for anyone who runs an actual business.

Business objectives help companies avoid my pitfalls by laying the groundwork for all the above so they can pursue achievable growth.

Table of contents:

The benefits of setting business objectives

How to set business objectives, examples of business objectives and goals, business objective template, tips for achieving business objectives.

Zapier is the leader in workflow automation—integrating with 6,000+ apps from partners like Google, Salesforce, and Microsoft. Use interfaces, data tables, and logic to build secure, automated systems for your business-critical workflows across your organization's technology stack. Learn more .

What are business objectives?

Business objectives are specific, written steps that guide company growth in measurable terms. A good business objective is concise, actionable, and assigned definite metrics for tracking progress and measuring success. Coming up with effective objectives requires a strong understanding of:

What you want the company to achieve

How you can measure success

Which players are involved in driving success

The timelines needed to plan, initiate, and implement steps

How you can improve or better support business processes , personnel, logistics, and management 

How, if successful, these actions can be integrated sustainably going forward

how the business objectives and marketing plan objective are connected

Business objectives vs. goals

Where a business objective is an actionable step taken to make improvements toward growth, a business goal is the specific high-level growth an objective helps a company reach. Business objectives are often used interchangeably with business goals, but an objective is in service of a goal. 

Here's what that breakdown could have looked like for nine-year-old me selling candy for my little league team: 

Business objective: I will increase my sales output by learning and implementing point-of-sale conversion frameworks. I'll measure success by comparing week-over-week sales growth to median sales across players on my baseball team.

Business goal: I will sell more candy bars than anyone on my team and earn the grand prize: a team party at Pizza Hut.

You might think it's good enough to continue working status quo toward your goals, but as the cliche goes, good enough usually isn't. Establishing and following defined, actionable steps through business objectives can:

Help establish clear roadmaps: You can translate your objectives into time-sensitive sequences to chart your path toward growth.

Set groundwork for culture: Clear objectives should reflect the culture you envision, and, in turn, they should help guide your team to foster it.

Influence talent acquisition: Once you know your objectives, you can use them to find the people with the specific skills and experiences needed to actualize them.

Encourage teamwork: People work together better when they know what they're working toward.

Promote sound leadership: Clear objectives give leaders opportunities to get the resources they need.

Establish accountability: By measuring progress, you can see where errors and inefficiencies come from.

Drive productivity: The endgame of an objective is to make individual team members and processes more effective.

Setting business objectives takes a thoughtful, top-to-bottom approach. At every level of your business—whether you're a massive candy corporation or one kid selling chocolate almond bars door-to-door—there are improvements to make, steps to take, and players with stakes (or in my case, bats) in the game.

Illustration of a clipboard listing the six steps to setting business objectives

1. Establish clear goals

You can't hit a home run without a fence, and you can't reach a goal without setting it. Before you start brainstorming your objectives, you need to know what your objectives will help you work toward.

Analytical tactics like a SWOT analysis and goal-setting frameworks like SMART can be extremely useful at this stage, as you'll need to be specific about what you want to achieve and honest about what is achievable. Here are a few example goals:

Increase total revenue by 25% over the next two years

Reduce production costs by 10% by the end of the year

Provide health insurance for employees by next fiscal year

Grow design department to 10+ employees this year

Reach 100k Instagram followers ahead of new product launch

Implement full rebrand before new partnership announcement

Once you have these goals in place, you can establish individual objectives that position your company to reach them.

2. Set a baseline

Like a field manager before a game, you've got to set your baselines. (Very niche pun, I know.) With a definite goal in mind, the only way to know your progress is to know where you're starting from. 

If you want to increase conversions on a specific link by X percent, look beyond current conversion percentage to the myriad factors going into it. Log the page traffic, clicks, ad performance, time on page, bounce rate, and other engagement metrics historically to this point. Your objectives will dig deeper into that one outcome to address deficiencies in the sales funnel , so every figure is important.

Analyzing your baselines could also help you recalibrate your goals. You may have decided abstractly that you want conversion rates to double in six months, but is that really possible? If your measurables show there's potentially a heavier lift involved than you expected, you can always roll back the goal performance or expand the timeline.

3. Involve players at all levels in the conversation

Too often, the most important people are left out of conversations about goals and objectives. The more levels of complexity and oversight, the more important it is to hear from everyone—yet the more likely it is that some will be excluded.

Let's say you want to reduce overhead by 5% over the next two years for your sporting goods manufacturing outfit. At a high level, your team finds you can reduce production costs by using cheaper materials for baseball gloves. A member of your sales team points out that the reduction in quality, which your brand is famous for, could lead to losses that offset those savings. Meanwhile, a factory representative points out that replacing outdated machines would be expensive initially but would increase efficiency, reduce defects, and cut maintenance costs, breaking even in four years.

By involving various teams at multiple levels, you find it's worth it to extend timelines from two to four years. Your overhead reduction may be lower than 5% by year two but should be much higher than that by year four based on these changes.

The takeaway from this pretty crude example is that it's helpful to make sure every team that touches anything related to your objective gets consulted. They should give valuable, practical input thanks to their boots- (or cleats-) on-the-ground experience.

4. Define measurable outcomes

An objective should be exactly that. Using KPIs (key performance indicators) to apply a level of objectivity to your action steps allows you to measure their progress and success over time and either adapt as you go along or stay the course.

How do you know if your specific objectives are leading to increased web traffic, or if that's just natural (or even incidental) growth? How do you know if your recruiting efforts lead to better candidates, or whether your employees are actually more satisfied? Here are a few examples of measurable outcomes to show proof:

Percentage change (15% overall increase in revenue)

Goal number (10,000 subscribers)

Success range (five to 10 new clients)

Clear change (new company name)

Executable action (weekly newsletter launch)

Your objectives should have specific, measurable outcomes. It's not enough to have a better product, be more efficient, or have more brand awareness . Your objective should be provable and grounded in data.

5. Outline a roadmap with a schedule

You've got your organizational goals defined, logged your baselines, sourced objectives from across your company, and know your metrics for defining success. Now it's time to set an actionable plan you can execute.

Your objectives roadmap should include all involved team members and departments and clear timelines for reaching milestones. Within your objectives, set action items with deadlines to stay on track, along with corresponding progress markers. For the objective of "increase lead conversion efficiency by 10%," that could look like:

May 15: Begin time logging 

June 1: Register team members for productivity seminar

June 15: Integrate Trello for managing processes

June 15: Audit time log

July 1: Implement lead automation

August 1: Audit time log—goal efficiency increase of 5%

6. Integrate successful changes

You've successfully achieved your objectives—great! But as Yogi Berra famously said, "It ain't over till it's over," and it ain't over yet. 

Don't let this win be a one-off accomplishment. Berra also said "You can observe a lot by just watching," and applying what you observed from this process will help you continue growing your company. Take what worked, and integrate it into your business processes for sustainable improvement. Then create new objectives, so you can continue the cycle.

Business objectives aren't collated plans or complicated flowcharts—they're short, impactful statements that are easy to memorize and communicate. There are four basic components every business objective should have: 

A growth-oriented intention (improve efficiency)

One or more actions (implement monthly training sessions)

A measurement for success (20% increase)

A timeline to reach success (by end of year)

For this year's summer swimwear line, we will increase sales by 15% over last year's line through customer relationship marketing. We will execute distinct email campaigns by segmenting last year's summer swimwear customers and this year's spring casualwear customers and offering season-long discount codes.

Our SaaS product's implementation team will grow to five during the next fiscal year. This will require us to submit a budget proposal by the end of the quarter and look into restructured growth tracks, new job posting templates, and revised role descriptions by the start of next fiscal year.

We will increase customer satisfaction for our mobile app product demonstrably by the end of the year by integrating a new AI chatbot feature. To measure the change in customer satisfaction, we will monitor ratings in the app store, specifically looking for decreases in rates of negative reviews by 5%-10%  as well as increases in overall positive reviews by 5%-10%.

Each of our water filtration systems will achieve NSF certification ahead of the launch of our rebranding campaign. Our product team will establish a checklist of changes necessary for meeting certification requirements and communicate timelines to the marketing team.

HR will implement bi-annual performance reviews starting next year. Review timelines will be built into scheduling software, and HR will automate email reminders to managers to communicate to their teams.

Business objectives can be as simple as one action or as complex as a multi-year roadmap—but they should be able to fall into a clear, actionable framework.

Mockup of a business objective statement worksheet

Calling your shot to the left centerfield wall and hitting a ball over that wall are two different things—the same goes for setting an objective and actualizing it.

Start with clear, attainable goals: Objectives should position your business to reach broader growth goals, so start by establishing those.

Align decisions with objectives: Once you set objectives, they should inform other decisions. Decision-makers should think about how changes they make along the way affect their objectives' timelines and execution.

Stick to the schedule or adjust it: Schedules should propel change, not rush it. Work toward meeting milestones and deadlines, but understand that they can always be moved if complications or new priorities arise. Remember, it's ok to fall short on goals .

Listen to team members at all levels: Those most affected by organizational changes can be the ones with the least say in the matter. Great ideas and insights can come from any level—even if they're only tangentially related to an outcome.

Implement automation: Automation keeps systems running smoothly—business objectives are no exception. Make a plan to bring no-code automation into workflows with Zapier to move your work forward, faster.

What makes business objectives so useful is that they can help you build a plan with defined steps to reach obtainable growth goals. As (one more time) Yogi Berra also once said, "You've got to be very careful if you don't know where you are going, because you might not get there." 

As you outline your objectives, here are some guides that can help you find KPIs and improvement opportunities:

How to conduct your own market research survey

6 customer satisfaction metrics to start measuring

Streamline work across departments with automation

Measuring SaaS success: 5 essential product-led growth metrics to track

12 value proposition templates—and how to write your own

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Bryce Emley

Currently based in Albuquerque, NM, Bryce Emley holds an MFA in Creative Writing from NC State and nearly a decade of writing and editing experience. His work has been published in magazines including The Atlantic, Boston Review, Salon, and Modern Farmer and has received a regional Emmy and awards from venues including Narrative, Wesleyan University, the Edward F. Albee Foundation, and the Pablo Neruda Prize. When he isn’t writing content, poetry, or creative nonfiction, he enjoys traveling, baking, playing music, reliving his barista days in his own kitchen, camping, and being bad at carpentry.

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How to set marketing goals and objectives for your business

When executed effectively, marketing is one of the most strategic functions of a business. In an ideal situation, marketing would figure out the target market, messaging, competitive landscape, products and services, competitive positioning, channels of distribution, ways of communicating, prices, and forms that goods and services come in. Because of this, developing a strategy and tactics without first establishing a set of marketing goals that are in line with business objectives is a risky move that could have a detrimental effect on the company as a whole. In this article, we’ll be going through how you can set your marketing goals. Ideas and concepts originated from The Next CMO

Table of Contents

Common challenges and pitfalls of marketing goals, sales objectives: marketing goals that maintain or expand, awareness objectives: marketing goals for brand visibility, perception objectives: managing brand, positioning, and messaging, how to avoid setting unrealistic goals, top-line objectives, qualitative goals, metrics of achievement, team/individual sub-goals, marketing strategy, key considerations when creating a marketing strategy., success metric for sales-related objectives, success metric for awareness-related objectives, success metric for perception-related objectives.

If we as marketers are being completely honest with ourselves, creating and maintaining a marketing plan is rarely an easy process. The executive team typically provides us with the company’s goals, and finance provides us with the budget amount, after which we enter the marketing plan. You cannot achieve operational marketing excellence by letting others at your company set the terms of how you will engage with customers without getting their input on what success looks like. Another frequent pitfall is when the company direction changes months after you finalize your marketing plan and budget and start executing. As agile marketers, we adapt to implement a new set of tactical requirements (likely lead generation ) in order to address the pressing issue that has been thrown at us. But when that happens, we usually don’t revisit the original plan. Should we even refer back to the original plan? In most cases, the original marketing plan becomes irrelevant.

There are six main factors that cause marketers to lose sight of their marketing goals:

  • Desperate marketing efforts are produced when revenue targets are missed. for pipeline filling
  • The management group frequently modifies priorities or Uncoordinated, leading to confusion
  • Continuity is harmed by team turnover, especially in leadership. between various functions
  • A junior team with a tactical mindset didn’t comprehend the objectives beginning with
  • The marketing strategy was not in line with the objectives, worse, was constructed without objectives
  • The objectives in a slide presentation that was delivered at the the start of the year is no longer relevant.

Since most marketing teams are made up of various roles, team members might each have their own special ways of handling the budget and plan. If the goal has limited visibility, marketers will develop tactical, aimless campaigns and programs, which will lead to budget risk and spending on the wrong things.

How to define marketing goals

Depending on where your company is in its development, defining goals can be very simple or very difficult. Smaller businesses may have more work to do, but they also have fewer resources available to them to accomplish and monitor a wide range of objectives. With a large team comes a variety of individual goals that must support marketing initiatives and business objectives, though the goals may be clearer for larger, more established companies. Getting the executive team to agree on the company objectives is, in any case, the first step in the process. Plans and budgets must be made with the objectives in mind because marketing will probably play a big part in achieving many of the company’s goals. You must also obtain the full marketing team’s support for topline goals in order to ensure that everyone is moving in the same direction. Confusion regarding strategy and tactics will result in the absence of executive alignment and marketing team buy-in on the goals.

Keep in mind that not all goals can be precisely measured when deciding what you need to accomplish in the upcoming year. Because of this, marketers ought to feel at ease combining qualitative (rebranding the company) and quantitative (x number of leads) goals.

That said, all goals will be built according to three topline marketing objectives:

Try to think of a marketing objective that does not correspond to one of these goals. There may be one, like a product launch, that can help you accomplish all three of these top goals, but you’ll always come back to these three. A chart with examples of frequently used goals is provided below to show how neatly they fit under these top-level objectives.

Your marketing strategy can be created once your qualitative goals have been established. Make sure your marketing budget is enough to accomplish each goal and create a series of campaigns that are intended to boost performance in relation to the objective. Your objectives, plan, programs, campaigns, activities, budget, and performance metrics should all be kept in one location so that they can be connected and always visible for collaboration.

Marketing goals that help to maintain and expand the business are “sales” driven. Here are some examples of marketing goals that align with sales objectives.

These are a set of objectives that aims to get the word out for your business. Typically, these are seen as “vanity metrics”, but these are still needed to ensure top of funnel traffic. Here are examples of marketing goals for awareness objectives.

Beyond just creating awareness, this set of objectives is aimed at creating a better perception of the company. The impact on sales might not be immediately seen, and is more of a long-term investment in the brand. Matured brands like Coca-cola, Apple, and Amazon are great examples of companies that focused on building their brand perception over a long period of time, which in turn helped them achieve market leadership.

Here are the usual objectives for perception-based campaigns.

There are six common reasons why Marketers might be setting unrealistic goals:

  • Data gap – Marketers might not have important and relevant historical data, which causes marketers to make estimates which are usually inaccurate.
  • Executive Pressure – Following what the Board/CEO insists on, although they have no marketing and/or sales background.
  • Hero Complex: Marketer takes on and volunteers for too many responsibilities for achieving company goals, some of which is not under the marketer’s control either.
  • Insufficient resources: Both manpower and financial resources
  • No strategy alignment: There isn’t a clear strategy with campaigns to achieve goals. Sometimes, there isn’t clear quantitative goals or vision from the management too.
  • No Team Alignment: Team members are not working on tasks that roll-up to a top-line objective. When marketers feel busy but are still not achieving their team goals, misalignment in team work and responsibilities might be a root cause.

Start early, first. Setting your goals for the coming year six months in advance is a good idea, but you should also be flexible in case there are any significant changes in the market, your competitors, or your business that could have an impact on your goals.

Establish your goals in detail before creating a plan or budget. Make sure you participate in a scenario-planning exercise to compare the best- and worst-case scenarios for your performance in relation to the objectives. Apply the same scenario-based approach when developing your strategy and campaigns.

Your team’s size and level of sophistication will determine how many annual goals you should set, with a range of four to six being ideal. Goal achievement will be more difficult if a marketing team has too many goals because they will dilute their focus.

How to create a marketing goal pyramid?

A goals pyramid unifies all of your tactical marketing and gives the team a clear direction. The Pyramid begins with your topline marketing goals, which are paired with more precise qualitative targets, measures, and implementation plans.

Sales, awareness, and perception are the three topline objectives that practically all marketing objectives fit within. They are at the top of the Goals Pyramid for this reason. As you begin the marketing strategy process, they assist in organizing the rest of your thoughts.

These are more thorough and tailored to your particular business requirements. In the example shown below, the qualitative aim of “generate opportunities” gives the topline goal of “sales” more context.

These are the quantitative goals that give the qualitative objectives a precise measurement. “Generate 400 opportunities” is written in our sample pyramid.

These are metrics-based sub-goals that either a team or a person must accomplish. In our scenario, 250 of the 400 opportunities must be produced by the digital marketing team the following year.

This is the method you’re employing to accomplish the goal. To reach the target demographic and create the 250 possibilities, the digital marketing team is adopting a “digital advertising approach” in the example below.

No matter how big or small, all of your campaigns should be built on goals. The campaigns will make use of the strategy and attempt to achieve the goal metrics. To meet the target of 250 opportunities, the campaign in our example will offer a free trial.

Build a marketing strategy

You need to develop a strategy for attaining each goal when you have all of your goals for the year determined. Your marketing plan’s fundamental elements—the techniques you develop—should be used to build your campaigns. You must keep in mind accomplishing your topline objectives, qualitative goals, and quantifiable measurements of achievement while developing your strategy, or you run the danger of falling short on what matters most.

Here’s another example of a marketing strategy within the marketing goals pyramid.

The topline objective for this example is to create awareness for the company. To achieve the objective, the brand needs to build a #1 thought leadership blog in the industry. The metric of success for becoming a #1 thought leadership blog would be 100,000 blog visitors. A total of 51 high-quality posts is needed to achieve and ladder up to the blog visitors. The marketing strategy aligning with the production of high-quality posts would be a content strategy. Specifically, writing a book and using the chapters of the book as blog posts. At a campaign level, this could be a book launch as an example.

As you can see, the marketing strategy serves as the link between the goals and campaign initiatives. Having a clear understanding of your marketing strategy makes creating campaigns simpler and gives your team the “how.” Include this best practice in your subsequent planning cycle if you are not already doing so.

Here are the key considerations to think about when creating a marketing strategy.

  • Who is the target audience
  • Copy and message
  • How many campaign(s) are needed
  • Decide on the key marketing channels
  • Marketing cadence
  • Total allocated budget
  • Campaign timeframe
  • Owner of the campaign for accountability

Success metrics for your marketing plan

Goals are ultimately only useful if you can effectively measure them. Even though we have made great strides, measurements today still fall short of the perfection we all want. Measuring qualitative objectives can be challenging. Due to this, we’ve included a list of several below along with the most effective metrics for performance. As shown in the Goals Pyramid figure, the qualitative goals are organized according to the topline objectives they support.

Here’s a table to show how you can measure success for certain sales related goals.

Here’s a table of how you can measure specific awareness goals. Content was originally from The Next CMO eBook.

For various perception related goals, here are some examples of how you can measure it.

Plans for marketing, campaigns, budget management, and performance evaluation all depend heavily on goals. If you give every marketing activity a goal, you’ll not only be able to defend your time and financial commitment but also be able to monitor your progress. We’ve also written in-depth about the core elements of a marketing plan which we encourage you to go through. If you’re a B2B marketer, you might also find this article about B2B marketing strategy useful.

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Goals and Objectives for Business Plan with Examples

NOV.05, 2023

Goals and Objectives
 for Business Plan with Examples

Every business needs a clear vision of what it wants to achieve and how it plans to get there. A business plan is a document that outlines the goals and objectives of a business, as well as the strategies and actions to achieve them. A well-written business plan from business plan specialists can help a business attract investors, secure funding, and guide its growth.

Understanding Business Objectives

Business objectives are S pecific, M easurable, A chievable, R elevant, and T ime-bound (SMART) statements that describe what a business wants to accomplish in a given period. They are derived from the overall vision and mission of the business, and they support its strategic direction.

Business plan objectives can be categorized into different types, depending on their purpose and scope. Some common types of business objectives are:

  • Financial objectives
  • Operational objectives
  • Marketing objectives
  • Social objectives

For example, a sample of business goals and objectives for a business plan for a bakery could be:

  • To increase its annual revenue by 20% in the next year.
  • To reduce its production costs by 10% in the next six months.
  • To launch a new product line of gluten-free cakes in the next quarter.
  • To improve its customer satisfaction rating by 15% in the next month.

The Significance of Business Objectives

Business objectives are important for several reasons. They help to:

  • Clarify and direct the company and stakeholders
  • Align the company’s efforts and resources to a common goal
  • Motivate and inspire employees to perform better
  • Measure and evaluate the company’s progress and performance
  • Communicate the company’s value and advantage to customers and the market

For example, by setting a revenue objective, a bakery can focus on increasing its sales and marketing efforts, monitor its sales data and customer feedback, motivate its staff to deliver quality products and service, communicate its unique selling points and benefits to its customers, and adjust its pricing and product mix according to market demand.

Advantages of Outlining Business Objectives

Outlining business objectives is a crucial step in creating a business plan. It serves as a roadmap for the company’s growth and development. Outlining business objectives has several advantages, such as:

  • Clarifies the company’s vision, direction, scope, and boundaries
  • Break down the company’s goals into smaller tasks and milestones
  • Assigns roles and responsibilities and delegates tasks
  • Establishes standards and criteria for success and performance
  • Anticipates risks and challenges and devises contingency plans

For example, by outlining its business objective for increasing the average revenue per customer in its business plan, a bakery can:

  • Attract investors with its viable business plan for investors
  • Secure funding from banks or others with its realistic financial plan
  • Partner with businesses or organizations that complement or enhance its products or services
  • Choose the best marketing, pricing, product, staff, location, etc. for its target market and customers

Setting Goals and Objectives for a Business Plan

Setting goals and objectives for a business plan is not a one-time task. It requires careful planning, research, analysis, and evaluation. To set effective goals and objectives for a business plan, one should follow some best practices, such as:

OPTION 1: Use the SMART framework. A SMART goal or objective is clear, quantifiable, realistic, aligned with the company’s mission and vision, and has a deadline. SMART stands for:

  • Specific – The goal or objective should be clear, concise, and well-defined.
  • Measurable – The goal or objective should be quantifiable or verifiable.
  • Achievable – The goal or objective should be realistic and attainable.
  • Relevant – The goal or objective should be aligned with the company’s vision, mission, and values.
  • Time-bound – The goal or objective should have a deadline or timeframe.

For example, using the SMART criteria, a bakery can refine its business objective for increasing the average revenue per customer as follows:

  • Specific – Increase revenue with new products and services from $5 to $5.50.
  • Measurable – Track customer revenue monthly with sales reports.
  • Achievable – Research the market, develop new products and services, and train staff to upsell and cross-sell.
  • Relevant – Improve customer satisfaction and loyalty, profitability and cash flow, and market competitiveness.
  • Time-bound – Achieve this objective in six months, from January 1st to June 30th.

OPTION 2: Use the OKR framework. OKR stands for O bjectives and K ey R esults. An OKR is a goal-setting technique that links the company’s objectives with measurable outcomes. An objective is a qualitative statement of what the company wants to achieve. A key result is a quantitative metric that shows how the objective will be achieved.

OPTION 3: Use the SWOT analysis. SWOT stands for S trengths, W eaknesses, O pportunities, and T hreats. A SWOT analysis is a strategic tool that helps the company assess the internal and external factors that affect its goals and objectives.

  • Strengths – Internal factors that give the company an advantage over others. 
  • Weaknesses – Internal factors that limit the company’s performance or growth. 
  • Opportunities – External factors that allow the company to improve or expand. 
  • Threats – External factors that pose a risk or challenge to the company.

For example, using these frameworks, a bakery might set the following goals and objectives for its SBA business plan :

Objective – To launch a new product line of gluten-free cakes in the next quarter.

Key Results:

  • Research gluten-free cake market demand and preferences by month-end.
  • Create and test 10 gluten-free cake recipes by next month-end.
  • Make and sell 100 gluten-free cakes weekly online or in-store by quarter-end.

SWOT Analysis:

  • Expertise and experience in baking and cake decorating.
  • Loyal and satisfied customer base.
  • Strong online presence and reputation.

Weaknesses:

  • Limited production capacity and equipment.
  • High production costs and low-profit margins.
  • Lack of knowledge and skills in gluten-free baking.

Opportunities:

  • Growing demand and awareness for gluten-free products.
  • Competitive advantage and differentiation in the market.
  • Potential partnerships and collaborations with health-conscious customers and organizations.
  • Increasing competition from other bakeries and gluten-free brands.
  • Changing customer tastes and preferences.
  • Regulatory and legal issues related to gluten-free labeling and certification.

Examples of Business Goals and Objectives

To illustrate how to write business goals and objectives for a business plan, let’s use a hypothetical example of a bakery business called Sweet Treats. Sweet Treats is a small bakery specializing in custom-made cakes, cupcakes, cookies, and other baked goods for various occasions.

Here are some examples of possible startup business goals and objectives for Sweet Treats:

Earning and Preserving Profitability

Profitability is the ability of a company to generate more revenue than expenses. It indicates the financial health and performance of the company. Profitability is essential for a business to sustain its operations, grow its market share, and reward its stakeholders.

Some possible objectives for earning and preserving profitability for Sweet Treats are:

  • To increase the gross profit margin by 5% in the next quarter by reducing the cost of goods sold
  • To achieve a net income of $100,000 in the current fiscal year by increasing sales and reducing overhead costs

Ensuring Consistent Cash Flow

Cash flow is the amount of money that flows in and out of a company. A company needs to have enough cash to cover its operating expenses, pay its debts, invest in its growth, and reward its shareholders.

Some possible objectives for ensuring consistent cash flow for Sweet Treats are:

  • Increase monthly operating cash inflow by 15% by the end of the year by improving the efficiency and productivity of the business processes
  • Increase the cash flow from investing activities by selling or disposing of non-performing or obsolete assets

Creating and Maintaining Efficiency

Efficiency is the ratio of output to input. It measures how well a company uses its resources to produce its products or services. Efficiency can help a business improve its quality, productivity, customer satisfaction, and profitability.

Some possible objectives for creating and maintaining efficiency for Sweet Treats are:

  • To reduce the production time by 10% in the next month by implementing lean manufacturing techniques
  • To increase the customer service response rate by 20% in the next week by using chatbots or automated systems

Winning and Keeping Clients

Clients are the people or organizations that buy or use the products or services of a company. They are the source of revenue and growth for a company. Therefore, winning and keeping clients is vital to generating steady revenue, increasing customer loyalty, and enhancing word-of-mouth marketing.

Some possible objectives for winning and keeping clients for Sweet Treats are:

  • To acquire 100 new clients in the next quarter by launching a referral program or a promotional campaign
  • To retain 90% of existing clients in the current year by offering loyalty rewards or satisfaction guarantees

Building a Recognizable Brand

A brand is the name, logo, design, or other features distinguishing a company from its competitors. It represents the identity, reputation, and value proposition of a company. Building a recognizable brand is crucial for attracting and retaining clients and creating a loyal fan base.

Some possible objectives for building a recognizable brand for Sweet Treats are:

  • To increase brand awareness by 50% in the next six months by creating and distributing engaging content on social media platforms
  • To improve brand image by 30% in the next year by participating in social causes or sponsoring events that align with the company’s values

Expanding and Nurturing an Audience with Marketing

An audience is a group of people interested in or following a company’s products or services. They can be potential or existing clients, fans, influencers, or partners. Expanding and nurturing an audience with marketing is essential for increasing a company’s visibility, reach, and engagement.

Some possible objectives for expanding and nurturing an audience with marketing for Sweet Treats are:

  • To grow the email list by 1,000 subscribers in the next month by offering a free ebook or a webinar
  • To nurture leads by sending them relevant and valuable information through email newsletters or blog posts

Strategizing for Expansion

Expansion is the process of increasing a company’s size, scope, or scale. It can involve entering new markets, launching new products or services, opening new locations, or forming new alliances. Strategizing for expansion is important for diversifying revenue streams, reaching new audiences, and gaining competitive advantages.

Some possible objectives for strategizing for expansion for Sweet Treats are:

  • To launch a new product or service line by developing and testing prototypes
  • To open a new branch or franchise by securing funding and hiring staff

Template for Business Objectives

A template for writing business objectives is a format or structure that can be used as a guide or reference for creating your objectives. A template for writing business objectives can help you to ensure that your objectives are SMART, clear, concise, and consistent.

To use this template, fill in the blanks with your information. Here is an example of how you can use this template:

Example of Business Objectives

Our business is a _____________ (type of business) that provides _____________ (products or services) to _____________ (target market). Our vision is to _____________ (vision statement) and our mission is to _____________ (mission statement).

Our long-term business goals and objectives for the next _____________ (time period) are:

S pecific: We want to _____________ (specific goal) by _____________ (specific action).

M easurable: We will measure our progress by _____________ (quantifiable indicator).

A chievable: We have _____________ (resources, capabilities, constraints) that will enable us to achieve this goal.

R elevant: This goal supports our vision and mission by _____________ (benefit or impact).

T ime-bound: We will complete this goal by _____________ (deadline).

Repeat this process for each goal and objective for your business plan.

How to Monitor Your Business Objectives?

After setting goals and objectives for your business plan, you should check them regularly to see if you are achieving them. Monitoring your business objectives can help you to:

  • Track your progress and performance
  • Identify and overcome any challenges
  • Adjust your actions and strategies as needed

Some of the tools and methods that you can use to monitor your business objectives are:

  • Dashboards – Show key data and metrics for your objectives with tools like Google Data Studio, Databox, or DashThis.
  • Reports – Get detailed information and analysis for your objectives with tools like Google Analytics, Google Search Console, or SEMrush.
  • Feedback – Learn from your customers and their needs and expectations with tools like SurveyMonkey, Typeform, or Google Forms.

Strategies for Realizing Business Objectives

To achieve your business objectives, you need more than setting and monitoring them. You need strategies and actions that support them. Strategies are the general methods to reach your objectives. Actions are the specific steps to implement your strategies.

Different objectives require different strategies and actions. Some common types are:

  • Marketing strategies
  • Operational strategies
  • Financial strategies
  • Human resource strategies
  • Growth strategies

To implement effective strategies and actions, consider these factors:

  • Alignment – They should match your vision, mission, values, goals, and objectives
  • Feasibility – They should be possible with your capabilities, resources, and constraints
  • Suitability – They should fit the context and needs of your business

How OGSCapital Can Help You Achieve Your Business Objectives?

We at OGSCapital can help you with your business plan and related documents. We have over 15 years of experience writing high-quality business plans for various industries and regions. We have a team of business plan experts who can assist you with market research, financial analysis, strategy formulation, and presentation design. We can customize your business plan to suit your needs and objectives, whether you need funding, launching, expanding, or entering a new market. We can also help you with pitch decks, executive summaries, feasibility studies, and grant proposals. Contact us today for a free quote and start working on your business plan.

Frequently Asked Questions

What are the goals and objectives in business.

Goals and objectives in a business plan are the desired outcomes that a company works toward. To describe company goals and objectives for a business plan, start with your mission statement and then identify your strategic and operational objectives. To write company objectives, you must brainstorm, organize, prioritize, assign, track, and review them using the SMART framework and KPIs.

What are the examples of goals and objectives in a business plan?

Examples of goals and objectives in a business plan are: Goal: To increase revenue by 10% each year for the next five years. Objective: To launch a new product line and create a marketing campaign to reach new customers.

What are the 4 main objectives of a business?

The 4 main objectives of a business are economic, social, human, and organic. Economic objectives deal with financial performance, social objectives deal with social responsibility, human objectives deal with employee welfare, and organic objectives deal with business growth and development.

What are goals and objectives examples?

Setting goals and objectives for a business plan describes what a business or a team wants to achieve and how they will do it. For example: Goal: To provide excellent customer service. Objective: To increase customer satisfaction scores by 20% by the end of the quarter. 

At OGSCapital, our business planning services offer expert guidance and support to create a realistic and actionable plan that aligns with your vision and mission. Get in touch to discuss further!

OGSCapital’s team has assisted thousands of entrepreneurs with top-rate business plan development, consultancy and analysis. They’ve helped thousands of SME owners secure more than $1.5 billion in funding, and they can do the same for you.

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An Example of Marketing Plan Objectives

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Goals vs. Objectives for Marketing Action Plans

The best practices in strategic implementation, what is the meaning of marketing goals.

  • What Is a Project Narrative?
  • The Objectives of GAAP

An effective marketing strategy must have clear objectives for success. Although a company's marketing plan is always subject to change because of shifting market conditions, the primary objectives are constant. Objectives must be specific, measurable, achievable, not overly aggressive and have time limits.

Marketing objectives should be based upon a realistic appraisal of your company's strength and weaknesses.

Types of Marketing Objectives

Marketing objectives fall into the following categories:

  • A profit goal for the amount of income expected from a promotional strategy
  • The market share you hope to gain
  • A promotional goal to achieve a specific level of product awareness
  • A growth target to reach a certain size of your business

Outlines the Specific Results Expected

At its core, an objective must be detailed with the specific results expected. The objective must specify a quantifiable result and who is responsible. It's not enough to set a general goal to increase sales; an effective objective must say something like, "increase sales by 5 percent within the next six months."

A specific objective should meet the following criteria:

  • What are the results expected?
  • Where will the efforts be focused?
  • How do you expect to achieve these results?
  • Who will be responsible for attaining these goals?
  • What resources are involved?
  • What are the conditions and limitations of current economic conditions?
  • Why are these objectives important?

Track Measurable Results

Besides being specific, an objective must have a way to track measurable results. It should name the source and mechanism for collecting the data needed to measure the progress towards the goal.

It helps to have a method that provides data that can gauge the interim progress being made toward the objective. In this way, if any adjustments to the plan or objectives are needed, they can be made before the end of the time period.

Attainable with Resources to Support it

For an objective to be attainable, a company must have the people and money to support the marketing campaign and to also achieve the targeted results within the desired time frame. Do the employees have the skills and training to accomplish the objectives? Are there constraints that will prevent them from achieving the objectives?

Realistic and Worthwhile

Personnel must believe that the objectives are achievable, otherwise they will not even try to accomplish the goals. You will waste time and money if employees are not enthusiastic about working toward the marketing objectives.

A realistic objective should be worthwhile and work in concert with other marketing and financial goals of the company.

Timely with Fair Deadlines

Objectives must specify a reasonable time frame and a date for achieving the goal. Deadlines encourage people to become more action-oriented. Deadlines also enable the assigned workers to have objectives to plan their own actions within the time frame specified.

An effective marketing plan should have specific goals to attain within a certain time period. Responsibilities for goals should be assigned to specific personnel, and a method created to monitor their progress toward achieving these objectives. A well-constructed marketing plan that follows these guidelines will have a much better chance for success.

  • Alma University: Setting "Smart" Goals and Brainstorming an Action Plan
  • University of North Carolina Wilmington: Writing SMART Learning Objectives
  • University of Wisconsin: SMART Goals
  • Dartmouth: Human Resources

James Woodruff has been a management consultant to more than 1,000 small businesses. As a senior management consultant and owner, he used his technical expertise to conduct an analysis of a company's operational, financial and business management issues. James has been writing business and finance related topics for work.chron, bizfluent.com, smallbusiness.chron.com and e-commerce websites since 2007. He graduated from Georgia Tech with a Bachelor of Mechanical Engineering and received an MBA from Columbia University.

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