The goals you define for your company — both for your specific marketing initiatives as well as the higher arching goals you have for your company as a whole–set the tone. They communicate what’s priority, what you’d like to accomplish, and also what you’re going to be held accountable for. It’s really important that when you’re setting these goals that you’re setting them both for revenue and the success of the brand.

• Revenue goals



For a product based company, a revenue goal may be to increase software subscriptions by 10%. For a services based company, perhaps one of your revenue goals would be to increase lead form inquiries by 10%. Here you’re identifying a specific goal that relates to the revenue increase you’d like to achieve with your efforts.



• Brand goals

Brand goals are more difficult to measure but incredibly important to set, work towards, and track, nonetheless. Your company may want to set a specific brand goal to become known as the go-to expert in your industry for analytics software. Or perhaps you want to set some simple brand goals like growing a higher quality email list, getting more people to read your blog, or building a more quality following on social media. Setting both revenue and brand goals up front will help you convey the importance of both types of goals in your integrated marketing approach and set your efforts up for success. Once you’ve defined your specific revenue and brand goals, now you’re ready to determine how you’re going to make those goals measurable.