‘Tis the Season for Defining Specific, Measurable, Attainable, Realistic and Time-bound Goals
It’s the time of year when defining goals for the upcoming year starts showing up on your to-do list. Without goals, there is a lack of focus. And, lack of focus can be quite dangerous and costly when it comes to sales and marketing. So, where do you start?
Here are some questions to contemplate in order to get the goal-setting party started:
- How many monthly visits did your website get in 2014?
- How many leads did you get from your website each month during 2014?
- How many customers did you convert from the web leads that came in during 2014?
Then, ask yourself what numbers you’d like to achieve in 2015 for these same areas. When would you like to reach these goals by? What are the biggest challenges preventing you from reaching these goals?
The next step is to take your answers to the above questions and start formulating your SMART Marketing Goals for 2015. Here are the SMART parameters to keep in mind:
When defining a goal, keep it short and sweet, and as specific as possible. Here are some examples: Revamp website to make it responsive (friendly to all types of devices). Get a monthly newsletter program up and running. Get a data hygiene program in place for the customer/prospect database. Define a 2015 marketing strategy and plan.
Many companies say they want to “increase their web leads”. While that is a goal, it’s not a trackable goal. But if you switch that goal to read, “We want to increase monthly visits to the website by 10% and increase monthly web leads by 5%”, you now can measure your progress every month to see if you’re on track.
While having ambitious goals is beneficial, it’s still important to keep your goals realistic. If in your company’s history you’ve generated an average of 10 web leads per month, jumping to a goal of 50 leads per month would be a drastic change. SMART goals are goals you can actually achieve.
Why have a goal if the goal isn’t relevant to your business? Say you know you only have the bandwidth to handle a certain amount of work at one time. It doesn’t make sense to have a goal to close a large amount of new deals each month if you can’t handle the workload. Pick goals that truly make sense for your business.
Each goal you set should have a timeline for meeting that goal. We all need clear deadlines to work toward. Plus, this way you know when you will accomplish a goal in order to know when to start working on a secondary goal. For example: “We will have a new website launched by April 2015.” “We will begin an online marketing program in May 2015.” In this case, you need the new site live before you can begin the marketing program.
Make 2015 a banner year by setting SMART goals that chart your course for success.
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