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Set clear, quantifiable, marketing objectives at the start.
July 2006
Set clear, quantifiable, marketing objectives at the start. If you
don’t know what you want to achieve then how can you measure your
success. Objectives should pass the SMART test that is they are specific,
measurable, achievable, realistic and time logged.
For example it is no good saying I want to increase sales by 10% if I
don’t specify in which market and in what time frame. Then
you need to consider whether the 10% is achievable and realistic. If
they are not then this objective could quickly demotivate your workforce
A hotelier might decide to “Increase revenue from wine sales in
the restaurant by 3% during the six months from January to July 2006”. At
the end of this period the manager would know what had been achieved and
can assess the success. If the objective was not achieved there may
be good reasons but at least we have set a mark against which we can measure
the results and then set new objectives.
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