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You Need Business Goals to Identify Marketing Goals

  • 5 min read

Identifying both your business goals and marketing goals is crucial for any organization’s success. Here’s three reasons why:

1. Direction and Focus of Goals

Business Goals: These are your big-picture objectives, like increasing revenue, expanding into new markets, or improving customer satisfaction. They provide a roadmap for your entire company, letting everyone know the direction you’re headed.

Marketing Goals: These are specific objectives designed to support your business goals. For example, if your business goal is to increase sales, a marketing goal might be to generate a certain number of qualified leads each month.

Group of business people collaborating on their annual goals

By having both sets of goals defined, you ensure your marketing efforts are targeted and working towards achieving the bigger picture. Without clear goals, marketing activities can become scattered and ineffective, wasting resources.

2. Measurement and Improvement of Goals

Measurable Goals: Both business and marketing goals should be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound). This allows you to track progress and measure success.

Marketing Measurement: Marketing goals are typically more specific and short-term than business goals, making them easier to measure. By tracking results from marketing campaigns, you can see what’s working and what’s not, allowing you to adjust your strategies and improve your return on investment (ROI).

Without clear goals, it’s difficult to know if your marketing efforts are actually moving the needle.

3. Alignment and Communication of Goals

Unified Vision: When both business and marketing goals are identified and aligned, everyone in the organization is working towards the same objectives. This fosters better communication and collaboration across departments.

Marketing Strategy: Clearly defined marketing goals help you develop a targeted marketing strategy. You can allocate resources effectively and choose the marketing channels most likely to reach your target audience and achieve your desired outcomes. more specific and short-term than business goals, making them easier to measure. By tracking results from marketing campaigns, you can see what’s working and what’s not, allowing you to adjust your strategies and improve your return on investment (ROI).

By aligning your marketing goals with your business goals, you ensure your marketing efforts are truly driving the success of your business.

Struggling Identifying Your Business Goals?

Here’s a trick you can use to identify your business goals: The “Why, What, How” Brainstorm.

This method helps break down broad goals into more specific and actionable objectives. Here’s how it works:

1. Start with “Why”: Why did you start your business or what is your overall vision? What problem are you trying to solve? What impact do you want to make? This helps connect with your core purpose and passion. 

2. Move to “What”
: Once you have a clear “why”, then “what” do you want to achieve? This could involve areas like:

Financial Goals: Increase revenue, profitability, and market share.

Customer Goals: Improve customer satisfaction, brand awareness, and loyalty.

Growth Goals: Expand product offerings, enter new markets, and develop new customer segments.

Impact Goals: Create social or environmental good alongside financial success.

3. Finalize with “How”: After identifying “what” you want to achieve, you will identify “how” you’ll measure success. The best thing to do is set SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound). This helps translate your aspirations into concrete objectives you can track progress on.

Identifying Marketing Goals

Once you have your business goals identified, translating them into marketing goals becomes much easier. Here’s a two-step approach to developing effective marketing goals:

Step 1: Align Marketing Goals with Business Goals

  • Analyze Each Business Goal: Break down each business goal and identify the specific role marketing can play in achieving it. 

    Example: If your business goal is to increase revenue by 20% in the next year, marketing might contribute by generating qualified leads or increasing brand awareness to drive sales.

  • Define Marketing Objectives: For each business goal contribution, define specific marketing objectives. These objectives should be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound).

    Example: To support the revenue growth goal, a marketing objective might be to generate 1,000 qualified leads per month within the next quarter.
Group of Business People Analyzing Their Company

Step 2: Develop Targeted Marketing Goals

  • Consider Marketing Funnel Stages: Think about the different stages of the marketing funnel (awareness, consideration, decision) and how your marketing efforts will guide potential customers through each stage.

    For a contractor objective, you might set sub-goals for increasing website traffic (awareness) establishing yourself as a trusted resource, and showcasing your expertise (consideration). The decision stage highlights your competitive advantages and builds trust.


  • Target Audience: Identify your ideal customer profile and tailor your marketing goals to reach them effectively.

    Knowing your target audience’s demographics, interests, and online behavior allows you to set goals for specific marketing channels (social media, email marketing) that resonate with them. Read our recent blog on Building Buyer Personas.

Here are some additional tips for developing your marketing goals:

  • Focus on Outcomes: Your marketing goals should focus on achieving specific results, not just activities.
  • Be Realistic: Set achievable goals that consider your resources and market conditions.
  • Track and Adapt: Regularly monitor your progress towards your marketing goals and adapt your strategies as needed.

Example: Instead of a goal to “create more social media content,” aim for a goal to “increase brand engagement on social media by 15%.” This goal is outcome-focused, realistic, and easily tracked!

By following these steps and keeping your business goals at the forefront, you can develop targeted marketing goals that drive success for your organization. If you’re looking for a guide to help you set and achieve your marketing goals contact Dot Marketing today!