Real-World Education for Modern Marketers

Join Over 604,000 Marketing Professionals

Start here!
Text:  A A
N E X T

Reaching Your Goal With Objectives

February 28, 2012  
"Many companies have essentially the same overarching goals: increase sales, decrease operating costs, and reduce churn," writes Brett Johnson at MarketingProfs. "All of those goals result in growing a company's net revenue and profitability." But goals aren't the same as objectives, and without objectives you're unlikely to reach your goals. So how do you translate general goals into actionable objectives?

Here's an overview of his advice:

If your goal is boosting sales, for instance, you might define an objective as driving the preference of your best target customer while she is in the consideration stage. Then use what you've learned in your market research to complete this sentence structure:

  • In order to (insert objective)
  • We will (define a strategy)
  • By (list creative tactics that solve the problem)

The result will be an action plan such as this: In order to drive preference with suburban sale chasers during the consideration phase, we will activate the online voice of existing customers by creating a game that requires multiple reviews on Facebook and Yelp and focuses on the reliability of the product.

Your team can now work toward an abstract goal with a concrete objective—and the practical framework might even inspire further brainstorming. "[G]ive them the opportunity to prove that their concepts make sense against the objectives or strategies," says Johnson.


The Po!nt: Don't mistake having a goal for having an objective. You'll never reach the top of the mountain if you haven't marked out a navigable path.

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment

Comments

  • by Stan Aaronson Tue Feb 28, 2012 via web

    concise, intelligible,articulate, effective, actionable... Kudos, Mr. Johnson!

  • by lauren Fri Mar 2, 2012 via web

    In 100% agreement with Stan's comment above! Great post.

  • by dette Sat Mar 17, 2012 via web

    great insights, thanks for this post :)

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!