Mapping Out Your Marketing Objectives – Part 10 of the 2009 Marketing Plan Series
March 31, 2009 :: Steve FisherOK. You are half done the marketing plan and while you might scream “only half!” at the top of your lungs, you have suffered through the tough part – the analysis. You have spent time building the case that your products/services are competitive, viable and profitable. Now that you have proved that point you have to demonstrate how you are gonna actually do it. The first part of telling this second half is setting out the overall objectives in the marketing plan.
KnowThis web site has a great breakdown and outline of how you might want to structure the objectives section. Please note, some of this outline may or may not apply to your business so use this as a suggestion and not a list of requirements.
Target market objectives
Market Share – total, by segments and by channel
Customers – total, by number/percentage new, by number/percentage retained
Channel Objectives
- Dealers – total, by number/percentage new, by number/percentage retained
- Order Processing and Delivery – on-time rate, shrinkage rate, correct order rate
Promotional Objectives
- Level of brand/company awareness
- Traffic building (e.g. store traffic, web site traffic)
- Product Trials (e.g. sales promotions, product demonstrations)
- Sales Force (e.g. cycle time, cost per call, closing rate, customer visits, etc.)
Market Research Objectives
- Studies Initiated
- Studies Completed
R&D Objectives
- Product Development
Other Objectives
- Partnerships Developed
- Rate of Purchases, size/volume of purchases
- Purchases
Advice on setting your objectives
Remember, these are objectives that you expect to meet so keep in mind that these should be achievable. I have used the SMART approach to setting objectives and that stands for specific, measurable, achievable, realistic and time-based.
Table of contents for Marketing Plan Series
- The Art of Marketing – Part 1 of the 2009 Marketing Plan Series
- Three Marketing Plan Types – Part 2 of the 2009 Marketing Plan Series
- Framing a Successful Marketing Plan – Part 3 of the 2009 Marketing Plan Series
- Killer Marketing Plan Summaries – Part 4 of the 2009 Marketing Plan Series
- Understanding Your Market – Part 5 of the 2009 Marketing Plan Series
- Understanding and Beating the Competition – Part 6 of the 2009 Marketing Plan Series
- The Impact of Technology, Economy and Socio-Politics – Part 7 of the 2009 Marketing Plan Series
- How Do You Make Financials Sing? – Part 8 of the 2009 Marketing Plan Series
- Doing the SWOT Analysis Dance – Part 9 of the 2009 Marketing Plan Series
- Mapping Out Your Marketing Objectives – Part 10 of the 2009 Marketing Plan Series
- Setting Your Marketing Strategy – Part 11 of the 2009 Marketing Plan Series
- Action Plans – Part 12 of the 2009 Marketing Plan Series
- Marketing Plan Financials in Plan English – Sales Projections – Part 13 of the 2009 Marketing Plan Series
- Marketing Plan Financials in Plan English – Breakeven Analysis – Part 14 of the 2009 Marketing Plan Series
- Marketing Plan Financials in Plan English – Sales Cash Flow – Part 15 of the 2009 Marketing Plan Series
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