S.M.A.R.T. Goals (QH)

 Goals are ideas that are fueled by our innermost desires to succeed. When we set goals, we are laying the foundation for the execution of our master plans. Okay, goal setting doesn't have to sound sinister, but is important when desired outcomes are being worked toward.

Goals are different from strategies and tactics in that goals are considered the bigger picture. To identify the objectives, we must ask ourselves, 'what do we want to happen?' Strategies and tactics answer the questions 'what do we do and how do we do it?' Specifically, strategies are strong overarching visions, intended to fulfill a predetermined objective, and ensures business activity contributes to the overall goal. Tactics, however, are the business activities that contribute to the overall goal. (CharlieSaidThat, 2019).

Goals should always be S.M.A.R.T., which stands for Specific, Measurable, Attainable, Relevant, and Time-Based. SMART Goals serve as guard rails for your business activity and clearly defines the "steps you will need take, the resources necessary to get there, and the milestones that indicate progress along the way." (Indeed, 2022). When setting goals, it is imperative to define what we want and be as specific as possible. For marketing campaigns, we can ask ourselves if our smaller goals align with our larger ones, how prepared we are to carry out necessary actions, and when we want to see our goals come to fruition.

Marketing tactics and strategies align in order to support and set goals in that tactics are the smaller efforts that basically add up to the strategy. For example, a sales team may decide that every agent needs to make 50 sales per day, send 20 emails per day, then follow up on responses. Those are tactics that support the overarching objective (goal) of increasing sales by 8% by the end of the following quarter.

Key Performance Indicators (KPIs) are great ways to keep track of progress toward goals. They are 'measurable values that we set out to achieve over a specific period of time'. (Klipfolio, 2022). For example, a contact center may have a commitment to answering customer calls within 45 seconds. KPIs can keep track of how many agents are meeting that mark and can highlight which agents may need additional training. From there, leaders can get back to basics with their agents and ensure they have all the tools they need for success.

References

CharlieSaidThat. (2019). Marketing Strategy v Tactic: Explaining the Difference. https://web.archive.org/web/20200721000344/http://charliesaidthat.com/digital/digital/difference-between-marketing-strategy-vs-tactics-an-example/

 Indeed. (2022). How do You Set SMART Goals? Definition and Examples. https://www.indeed.com/career-advice/career-development/smart-goals

Klipfolio. (2022). Marketing Metrics & KPIs. https://www.klipfolio.com/resources/kpi-examples/marketing