Synopsis: In the whirlwind that is marketing today, how do you create clear, actionable goals that create focus on the right things? It’s an on-going challenge as marketers are being asked to produce measurable value while managing more with less in shorter timeframes. Here is how to set goals and achieve focus to navigate the dynamic world of marketing.

After interviewing leading marketers, five behavior patterns were identified as the underpinnings of marketing genius. This article details Pattern #2: Gel Goals and Hone Focus in a quick why, what, how format to provide actionable ideas to help enhance your own marketing genius.

This article is part of a series covering excerpts from “Unlocking The Five Patterns of Marketing Genius”

  1. Unlocking The Five Patterns Of Marketing Genius (Overview)
  2. Construct Customer-Centricity
  3. Gel Goals and Hone Focus
  4. Cultivate a Creative Culture
  5. Play Polite Politics
  6. Magnify Marketing Mindset

Pattern #2 of 5:  Gel Goals and Hone Your Focus

by Sandra Zoratti, inspired by Taryn Voget

Why. Successful leaders share one common denominator:  their ability to crystallize clear goals and pursue them with intense, laser-like focus.  For CMO’s setting two types of goals is beneficial:  a. overall business goals, b.  specific marketing goals. While the path to the goal is fluid, the goal – while not absolutely concreate — is much more solid.

What. Quality goals:

    • Align with what your CEO and business wants and needs.  If you don’t know, ask or find out. If you do know, then act.  Your goals create impact.
    • Remember SMART?  (specific, measurable, achievable, realistic, time-bound).  It’s time-tested, proven and valid.  Simply put, instead of “I want to make money”, get specific “I want to sell $100 million of products this year”.
    • Are experienced through all five senses. CMOs know exactly what they – and others – will see, hear and feel when the goals are met.  Attainment creates notable significance. 

How.  Here’s your action list:

A.  Write down your top five goals.  Three business goals and two personal goals. For each goal, create a metric and timeline.

Ideas:  Ask yourself these questions:

    • How is my success as a marketer measured?
    • How are my goals tied to the business results of revenue, profit?
    • How are my goals tied to customer experience and loyalty?
    • How are my goals creating significance in terms of how people talk about our brand, offerings, company?

B.  Create a roadmap of your entire inventory of marketing campaigns and plans.  Map each campaign to the goals you’ve outlined and create the intermediary metrics that can be connected to and/or extrapolated to the metrics of your top five goals.

Ideas:  Ask yourself these questions:

    • Am I showing marketing results in the language of the business?
    • Am I creating “easy to measure and interpret” metrics that don’t consume more value than they provide?

C.  Find examples where the seemingly impossible has been done before.  Use this as a litmus test for your goals.

Idea: Ask yourself this question:

    • Are they truly aspirational, possible, big enough, too big?  Will they leave things better than when you got there?

EXAMPLE – TouchSuite: Goal-Driven, Laser Focus with Daily Refinement

“Gallup says entrepreneurs with business focus emphasize profits, goals and metrics and align employees with company goals.” Source: Inc.

Sam Zietz, CEO of TouchSuite, holds daily meetings to discuss metrics and ensure they are on-track with their goals. One or two goals are selected quarterly “based on their ability to create maximum material impact.”

  • Daily: Metrics are tracked and shared with the team.
  • Monthly: Prior monthly goals are reviewed and new goals are set.
  • Quarterly: One-two new goals are chosen “to create maximum material impact.”
  • Annually: Three to five year plan is evaluated.

“Everyone in the organization must be on the same page with one common objective,” per Zietz.

Want to read a great story about a pen and a $100 bill? I bet some of you will be employing this sales tactic that works! SPOILER ALERT Sam Zietz sent a $100 bill to a potential client to buy 5 minutes of his time for a sales pitch. When the same prospect didn’t sign and return their agreement, he sent him a Mont Blanc pen with a pre-filled out agreement to seal the deal in what ended up becoming a prosperous, long-term relationship.

TouchSuite is a Partner of The CMO Club member, First Data and was recently listed as one of Inc. 5000’s top Fastest Growing Private Companies.