Clear goals: the key to success

Throughout my career I've witnessed a recurring issue: departments and teams often lacking alignment regarding their marketing goals and objectives. In many instances, these goals felt subjective, reflecting what employees wanted rather than what the company truly needed.

I learned early on the importance of ensuring that goals and objectives are clear and agreed upon by all parties involved, especially decision-makers, before any work begins. This approach leaves no room for misinterpretation and avoids wasted time going back to the drawing board.

During my agency days, when running a telecommunications account our team was briefed by a junior marketer. The team commenced responding to the brief working to the outlined goals and objectives with the belief this had been approved by the broader business. A couple of weeks later when we presented our strategy and creative to the client’s marketing team, procurement and an executive, it was evident that their team wasn't aligned. They all had very different goals and objectives. As a result, the two weeks of work we had done was lost as was precious time, which led to very frustrated stakeholders.

Stakeholders need to find a common ground and come to a clear agreement before embarking  on a marketing campaign or briefing agencies that are aligned with the direction of the business, otherwise the issues will continue and new ones will arise.

Clear goals not only align everyone in the organisation towards common objectives but also improve decision-making that leads to improved performance and success. Having recently read The Diary of a CEO by Steven Bartlett, one of his key pieces of advice is to - Set Clear Goals: because having clear, achievable goals gives you something to work towards and helps to keep you motivated.

My recommendation is to review your marketing or community goals in your next meeting to ensure the team is aligned and in agreement. It's also not uncommon for goals to shift due to market or organisational changes. Also, limit your goals to between 3-5; having more can lead to dilution and lack of focus.

If your goals haven't been set, use a framework such as the SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound) to define them. Clear goals act as the compass that guides us to success, so be sure to crystallise your goals to provide motivation and alignment, as this will lead to improved company performance.

If you need assistance in setting your goals and making them achievable, feel free to contact me.