Keeping your IT marketing goals reasonable gives you a higher probability of success. It’s fine to stretch your goals to motivate and encourage your sales team, just make sure that they are realistic, so salespeople don’t feel frustrated and defeated. Remember: marketing goals should be practical and attainable.
Setting Realistic Marketing Goals
Every business will have a different set of IT marketing goals, depending on the situation. For example, a reasonable goal for a company that trails a leading brand company by a small percentage could be to become number one in the industry. On the other hand, attaining number one status would be an unreasonable goal for a business trailing by a large percentage.
If you place unreasonable goals on your sales staff, it causes major performance problems. Your salespeople will see you as out of touch with your expectations, causing your team to be less effective and demoralized. Keeping an even balance between stretching your goals and setting reasonable goals is important for morale.
Expecting too Much
When you set your marketing goals, consider whether you’re expecting too much from employees. To do this, analyze your sales and marketing tactics. Are your sales and marketing people expected to do too much or do you divide the following tasks between them, so they are not overwhelmed with the workload?
• Utilizing lead generation channels, such as email marketing, content marketing, search marketing, webpage optimization, social media marketing, and SEO strategies. Does your staff update the channels regularly with relevant content?
• Generating a steady stream of testimonials. Do you have a specialized person assigned to asking customers for feedback that resonates with your target audience? Are the testimonials arranged according to your services, product reviews, and customer service?
Specialized marketing goals take the burden off a few employees and assign enough people to get the job done based on their skills and expertise. By giving a piece of the workload to each person, you will reach your goals and motivate your employees to reach your goals.
Prioritize Your Goals
Prioritizing will increase the success of your marketing goals. Let your team know the vision you have for the company and what matters most to you. Choose a few of the most important marketing goals you hope to accomplish, rather than spreading the team too thin on too many goals. After accomplishing one goal, then you can add another. In this way, your marketing team stays focused, confident and motivated.
Reasonable Time Frame
Another consideration when setting your marketing goals is the time frame allowed for achieving the goals. Whether your goals include brand awareness, lead generation, increased conversion, or customer sustainability, the time frame should allow for accomplishing the goals with reasonable effort from your staff.
Consider Obstacles along the Way
Setting reasonable marketing goals is important, but also considering the obstacles that your staff might face when working toward your goals is crucial. You have to plan for setbacks to your time frame, allowing your team to identify them and work around them.
Keep communication open with your team, discussing the problems and possible solutions. Offer reassurance and be ready to adapt and change your goals, if necessary. You might have to set new benchmarks to reach your goals, encouraging your IT marketers to use their skills to work through the challenges.
Always keep in mind that your IT marketing goals should be attainable for your marketing and sales teams. They must see your goals as realistic and motivational. If you set reasonable goals, your teams’ performance will be better and reaching your goals will be more successful.