How to Set Short-Term Sales and Marketing Objectives That Matter
How to Set Short-Term Sales and Marketing Objectives That Matter
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.
How to Set ShortTerm Sales and Marketing Objectives That Matter - To learn more about this author, visit Bill Tamminga's Website.
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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.
How to Set ShortTerm Sales and Marketing Objectives That Matter - To learn more about this author, visit Bill Tamminga's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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