Too many objectives in marketing miss the mark when it comes to connecting with business results or inspiring action. Why is that?
Two reasons:
The objective is too nebulous
The objective doesn’t “move the needle” in business terms
Goals like “We’re going to grow our online business 35%” sound great. But how are you going to do that? What actions does it inspire your team to take? By contrast, goals like “We’re going to gain 100 new followers on Twitter every month” may be measurable and actionable, but to what end? Will those followers increase brand awareness? Drive more transactions? Result in greater revenue?
