Recently I was asked if setting performance targets for marketing roles is important and if so, what would they look like.
Many of you may find yourselves scratching your head, wondering the same thing.
My answer to this question is yes, a million percent yes. Performance targets are required for any position. Just like you set goals in your strategic marketing plan to know where you are headed, you want to ensure that you and the people reporting to you also have goals to strive for. The tricky part in a role such as marketing is that it isn’t just numbers-driven. You have a lot of creative souls under your realm, and it’s tough to put a number to a qualitative skill.
I recall when I was first asked to set my own goals in my role and oversee the goals that my team set for themselves. I'm not going to lie - there was a lot of head-scratching going on at that time. What kind of goals do we set? How do we measure them? How do we know if they've been achieved? How do we know if it will make a difference to the role and the organization? So many questions were had.
If you're finding yourself in a spot like this, I'll share with you some of the approaches that I was guided to take and what I undertook myself. This may help you and your team find ways to meet and excel in your roles.
When you are setting your own goals, first look at the skills required for the position - these are typically found in the job profile. For each skill, rate yourself on a scale of 1 to 10, with 1 being you don't know much, and 10 being you're an expert (if your job profile doesn't have the skills required, this could be a discussion held between yourself and your manager to define). This is a good starting point to set goals for the coming year.
Another area that could be considered and examined is projects or initiatives under your responsibilities. Setting a goal can help to ensure that all checkpoints are met.
Let’s look at a few examples of what some goals could be for an individual who holds a marketing role and is one of two people in a marketing department at the organization. In this example, we will call this individual ‘you’.
The first thing you did was review the required skills; through this, you identified room for improvement in time management, e-mail management, and marketing metrics. Amongst many other responsibilities, you also oversee the organization's website and social media.
While you may be tempted to set many goals, focusing on two or three for your greatest success is recommended.
Three goals could be:
Develop a foundation of understanding in marketing metrics
Learn and implement effective time management techniques
Increase social media engagement
You know these goals are great, but you may be thinking, ‘How do I measure against this, and how will this translate into a relevant goal’?
I'm taking a leap that many of you have heard of S.M.A.R.T. goal setting. Just to do a quick overview, in S.M.A.R.T. goal setting, you use the format of:
S = Specific
A = Achievable
R = Relevant
T = Time-bound
Using this framework, let's look at an example of setting a S.M.A.R.T. goal for ‘Develop a foundation of understanding in marketing metrics’. When I started setting goals in this way, I didn't have access to generative AI, such as ChatGPT. Since this is available now, it can be helpful to use in coming up with the wording for your S.M.A.R.T. goal.
Here is what ChatGPT gave me when I typed in ‘Write a goal in a SMART goal-setting format for developing a foundation of understanding in marketing metrics in 2024’.
Specific: In 2024, my goal is to develop a solid understanding of marketing metrics, encompassing key principles and practices within the discipline.
Measurable: I will track my progress by completing at least five online courses or certifications focused on marketing metrics by the end of 2024.
Achievable: I will allocate dedicated time each week to undertake online courses, read books, and participate in webinars related to marketing metrics. I will also seek guidance from mentors or industry professionals when required.
Relevant: As marketing metrics are fundamental in analyzing and optimizing marketing campaigns, understanding them thoroughly will enhance my marketing effectiveness and decision-making abilities.
Time-bound: By the end of 2024, I will have developed a foundation of knowledge in marketing metrics, evidenced by the completion of at least five online courses or certifications and the ability to apply these principles in practical marketing scenarios proficiently.
Once you have edited and are satisfied with your goal, you will know what you need to do to achieve it. Additionally, your manager can help to support you along the way. You now have a measurable objective to enhance a relevant skill you identified as needing improvement.
I hope you found this resourceful and helpful as you are going into the new year and setting goals for yourself and helping to set goals for your team.
If you have a marketing-related question and would like unbiased insight, feel free to send the question my way and I will be happy to provide my thoughts. Who knows, your question just might be a future topic for my blog.
Keep on being amazing,
With a drive to accomplish high-quality results, the marketing work Lyanne has spearheaded in business has been recognized and awarded nationally on several occasions. In addition to this, she proudly holds the Chartered Marketer designation through the Canadian Marketing Association.
After serving 28 years in corporate financial services, she emboldened into new territory by striking up a business marketing consulting practice that exists to lighten the load of marketing leaders. Having been a leader in marketing, she appreciates the complexities of the job and the many demands that come with it.
Whether you are interested in learning more about how blue dragonfly can help your business, are interested in joining or learning more about Mastermind groups, would like to chat about a speaking engagement, or just want to meet with Lyanne, this is a great way to get started. Connect today.
Cheers to the beginning of a great relationship.