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How To Set Marketing Goals Based on Business Goals

By Bob Ruffolo

Goal setting is one of the most critical challenges for any business leader.

Your entire team is watching: If you set goals that are too ambitious, you're seen as an unrealistic tyrant. Goals that are too small can make it seem like you lack vision or direction.

Even perfect goals without the right plan in place will leave your team feeling confused and frustrated.

In our company's work with clients of all shapes and sizes, we've helped hundreds of business leaders set goals and develop plans for growth. What we tell our clients is this: Start with the end in mind — and then plan backward to spell out the necessary steps to get you there.

When it comes to marketing goals, follow this same approach. Start with where you want to go, then plan the steps that will get you there.

Even if you have a great inbound marketing plan, if it's not connected to specific goals, it's difficult to measure your success and course-correct as needed.

In this article, I'll set you up for goal-setting success by sharing:

How to set well-defined goals.
A step-by-step plan for setting marketing goals based on business goals.

By setting SMART goals — that is, goals that are specific, measurable, attainable, realistic, and time-bound, you and your team will know exactly what you are working toward — with no questions.

Here's how to begin.

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