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How to Set Short-Term Sales and Marketing Objectives That Matter

Written by: Bill Tamminga

Article Overview: Achieving long-term business strategies can only be accomplished by implementing short-term objectives. What are the eight qualities of short-term goals and how can marketing and sales executives use them to get results?

How to Set Short-Term Sales and Marketing Objectives That Matter

Achieving long-term business strategies can only be accomplished by implementing short-term objectives. What are the eight qualities of short-term goals and how can marketing and sales executives use them to get results?

Measurability

Short-term objectives are most effective when they clearly state what is to be accomplished. These objectives can be used to monitor both the effectiveness of each activity and the progress that a business group is making. Making goals measurable provides clarity (one of the most powerful forces in business leadership) for the business units involved. If you face the difficult task of providing measurable outcomes to non-production staff (HR, Marketing, and Sales Support), begin with the recurring activities that can be measured and build other objectives from there.

Priority-Centric

Prioritizing objectives should happen during the planning stage when executives are negotiating over budget and resources. All annual objectives are important, but some deserve a higher priority due to economic forces that may demand change. There is a substantial risk of long-term (3-5 year) failure if short-term (6-12 month) priorities are not established.

Understandability

This is pretty self-explanatory. How can someone achieve an objective if he or she cannot even understand it. Keep it simple.

Acceptability

Managers will pursue objectives that are consistent with their preferences and their own vision for their business unit. If objectives are deemed to be unfair or if they diminish the role of a manager's unit, it is likely that the short-term objectives will be ignored or even revolted against.

Motivating

People are most productive when objectives are set at a motivating level - not so high as to frustrate or so low as to be easily attained. Seek out management and employee input to make sure goals are right for different business units.

Flexibility

Objectives should be adaptable to unforeseen changes in the business environment. This can be difficult to do because flexibility comes at the expense of specificity. Flexible objectives can sometimes be seen as vague.

Link to Long-Term Objectives

Short-term objectives help business units gain traction and momentum in the process of accomplishing long-term goals. The link between the long and short term helps employees understand how the work will be done, who will do it, and what is in it for employees as they move closer to the overall objectives of the firm.

Achievability

Achievability is closely tied to motivation. If an objective cannot be achieved, employees will burn out quickly move on to a company where they can thrive.

Your ability to set and achieve short-term goals will be directly tied to your long-term success as an executive, manager, or entrepreneur. Making sure you have covered each of the above criterion will enhance your results in the coming months.

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Article Tags: acceptability, business environment, business group, business leadership, business strategies, business unit, business units, economic forces, employee input, measurable outcomes, planning stage, production staff, role of a manager, sales executives, staff hr, substantial risk, term business, term goals, term objectives, unforeseen changes



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