There is no way to dissociate marketing from sales because of its influence on lead conversions in total. But it is possible to separate the goals of the sales department from marketing goals. Have you already outlined which parameters you want to achieve in this sector in 2017?
It is important not to confuse objectives with marketing goals. Goals are facts you want to achieve, such as increasing profitability, productivity, quality and market share, for example.
The goal, on the other hand, is the quantification of that target. If your goal is increased profitability, your goal is to set the amount or percentage that you intend to achieve. That is, the issue is not only improving but how much to improve.
Here are some interesting metrics to follow and set marketing goals.
A lead is the customer's first contact with the brand and can have different origins: communication channels, window, word of mouth ... One of the main objectives of the marketing industry is to increase the number of people who have this initial contact with the brand, either by promoting campaigns or by broadening the channels of interaction.
Converting a lead means making the person who had initial contact with the company buy something from it. Often, the sale is not possible due to a reason that escapes the marketing responsibility, but it can also happen to the leads generated are not exactly the company's target audience or have been misinformed in communication campaigns. Treat conversions, therefore, as one of the marketing goals.
It is indeed known that it costs much less to make a current customer back to buy from your company to win new customers. So, promote campaigns that focus on your customers and monitor how much of your sales come to them.
Measuring the audience and popularity of your brand has never been easier than now with social networks. But beware: do not include just numbers of followers in their online marketing goals, but also the quality of your interaction with them, i.e. the engagement.
It is not enough just to know what you will measure, it is necessary to apply the goals in the day to day work in an intelligent way. Ever hear of the SMART system? Smart means "smart", but is also an acronym with assumptions that the targets must meet to really motivate employees:
1. Specific: details on the goals, leaving it less generic as possible.
2. Measurable: if confusing or you cannot measure it, is a useless goal.
3. Attainable: goals impossible to motivate not attainable, but discourage the team.
4. Relevant: the more relevant the goal, the greater the pleasure that the team will have to achieve it.
5. Time-based (Temporal): set a start and end date for the goal to be achieved.
If you have any questions or suggestions on the subject, leave a comment below and contribute to the exchange of ideas. Do not forget to share this article with your followers on social networks.