Set Business Marketing Plan Goals and Objectives - dummies

Set Business Marketing Plan Goals and Objectives

By Steven D. Peterson, Peter E. Jaret, Barbara Findlay Schenck

As part of your business plan, you need to have goals and objectives for your marketing plan. Your business needs exposure to grow. Follow these steps as you set marketing goals and objectives:

  1. Review your business goals.

    Some goals deal with operational, employee, management, and business-development issues. Others deal with marketing issues, including goals such as “Increase brand awareness” or “Develop new markets for products and services.” These business goals become goals of your marketing plan.

    When you adopt business goals as marketing goals, in your marketing plan you’ll want to add clearly defined targets and timelines. For example, you may expand “Develop new markets for products and services” to “Develop new markets to increase sales of Product X by 5 percent over the upcoming one-year period.”

  2. Set objectives to define how you’ll achieve your marketing goals.

    Each objective should specify an action and a desired outcome.

    Goal/Objective Action Timeline Desired Outcome
    Goal To develop new markets Over the upcoming one-year period To increase sales of Product X by 5 percent
    Objective Establish a distributor relationship During the first quarter To achieve product placement in holiday gift collections
    Objective Place ads in geographically targeted sports publications In early spring To develop summer sales to regionally targeted outdoor
    Objective Enhance a web presence and expand social networking Over the first quarter To develop customer relationships in nearby and targeted
    distant market areas

Include your marketing goals and objectives in the marketing strategy section of your written business plan.