Objectives Quick Start Sheets - Sales and Marketing

Specific Problems for Marketing People

Very often marketing people start using ‘marketing speak’ in their objectives. They use woolly vague ‘motherhood and apple pie’ type phrases. They talk about ‘increasing brand awareness’ and ‘market penetration’. These things need to be defined clearly. I hope I have managed to do that for you in the examples in my ‘quick start sheet’.

Real Examples

I’ve gathered together examples from many Sales and Marketing people just like you. I’ve put them into this document – my ‘quick start sheet’.
All you need to do is make any necessary modifications then just copy and paste them into your own objectives.
You’ll find the badly written objectives together with what they should really look like and my explanation of how to do it.

Every single example is from a real client – you will recognise many of them. This is THE fastest way to get your objectives written and make sure they are SMART.
Here are just a few examples of the badly written objectives. You’ll probably recognise some of them:

Optimally resource our portfolio to obtain superior growth from our top strategic products
Increase Geographic scope of brand promotion by ABC Ltd
Enable our agents in growing Product X global sales
Maximise market penetration of the XYZ market through utilisation of the ABC process
Re position the brand and deliver compelling differentiated messages through a full consumer needs programme
Continually improve Strategic and Brand Planning utilising the ABC Approach.
Focus on top customers
Improve sales to younger market

By getting these objectives right you’ll find they are easier to achieve and you will be able to work out you plan effectively.
You’ll discover what to do with all of these and much more.