Best Practice Report

Demand Marketing Programs: Setting SMART Goals

February 8th, 2021

Summary

Demand marketing program success depends on setting specific, measurable, achievable, relevant, and time-related (SMART) goals. Goal setting is typically the first step in demand marketing program planning. Inputs for demand marketing program goals include marketing plans, sales plans, campaign plans, and benchmarks. Setting SMART goals is an effective method for capturing goals in general, but it is particularly important for demand and program leaders when initiating the program planning process. In this report, we describe how to use the SMART criteria to set goals for demand programs (see The SMART Goal-Setting Template).

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