If your goal is to: Drive Sales
Marketing and Sales goals are derived from the Business goals.
Make sure all goals are aligned regardless of your starting point.
Whenever you are creating the marketing and sales strategy always have it support the business goals - and all tactics are focused on activities that will achieve the business goals as well.
As with all goals, make each one is SMART: Specific, Measurable, Attainable, Realistic and Time-bound.
Having SMART goals each person involved in the business will know exactly what they are responsible for, when, where and how. Just make sure the plan is communicated with those that are impacted by the goals.
EXAMPLE of a poorly defined marketing goal: Achieve more website visitors, leads and sales.
EXAMPLE of the same goal turned into a well-defined SMART marketing goal that supports the overall business objectives:
I need 15,000 visitors, 500 leads and 25 customers spending on average $2,100/month by December 31, 2020 to achieve the $630,000 revenue goal from digital efforts projections.
Notice how the 2nd example is clear, more defined and measurable? It meets all the letter requirements in SMART. Assign someone to be accountable and have monthly check-ins to review progress. This will be a more productive conversation than what would occur with the poorly defined marketing goal. Would you agree?
If your goal is to Drive Sales, here are 7 things for you to know in order to back into the Sales number goal:
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Identify your revenue goal and what persona it's coming from, i.e. inside sales, outside sales, webinar sales, inbound sales, etc.
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Determine what your average value order (AVO) is, i.e. what's the average order size from that persona
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Identify your closing rate
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Define and identify how many SQLs you need
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Define and identify how many MQLs you need
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Determine how many leads you need and from what sources
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Calculate the traffic numbers you need and to which pages
Confirm these steps align with, and lead to, the desired business goal
Decide on a monthly and quarterly review date - include who will gather information and share information (accountability person)
How do these steps align with the other business goals?
If your strategy is heavier on sales people - inside or outside - further calculate monthly sales numbers and activities that are supporting sales efforts. Include any stretch goals, incentives, bonuses and rewards to be given during the year.
The goal is to identify what is working so it can be repeated (if possible) and reduce or remove those that are not working (if possible).
Need help with creating your personas, designing your marketing and sales strategy or figuring out an existing plan? Contact me and I will help.