It’s that time of year – the time when you evaluate how well your business has done this year and plan how you’re going to top it next year. Evaluating progress and setting new marketing goals is crucial to determining the ROI of your marketing dollars, but it can be a daunting task. If you don’t know where to start, begin by thinking about the questions below. Use these as a checklist for goal planning, and download our free 2015 Marketing Planning Template to help you evaluate and plan for next year. Make preparations early to set yourself up for a record breaking 2015!
Checklist of Questions for Marketing Goal Planning
Get in the Goal-Setting Frame of Mind
- Do you know your revenue goals for this upcoming year?
- What results are most important to the decision makers at your company?
- What are your personal goals?
- Do you have a defined plan to get there?
- What are you trying to achieve with your website? Examples: purchase products, book reservations, call your office, fill out a form, or sign up for a demonstration.
Think About What You’ve Been Doing
- What did you do for sales and marketing last year?
- What worked and what didn’t work last year?
- What are you going to do differently this year?
- Do you have enough manpower on your marketing team?
- What marketing activities are you engaged in right now?
- What marketing activities do you have planned?
- What specific campaigns support these activities?
- Which ones are most successful?
- Which ones didn’t work?
Evaluate Your Leads & Prospects
- Where do your best leads come from?
- How many leads are you generating from your website currently?
- Is that good, bad, or ugly? Do you know?
- How does your lead quality currently look?
- Are all leads created equal?
- If you have a sales team, what do they think of the quality of leads that the marketing team generates?
- If you are cold calling, who are you calling? How successful has that been?
- Are you buying email lists? How successful have you been with those lists?
- What makes a lead ‘Sales ready’ for you?
- How many leads do you need to hit your sales goals?
- How often do you reach that target lead goal?
- How much does it cost to acquire your leads/customers?
- What are doing to reduce your cost per lead?
Think About Your Marketing Challenges
- What do you think is your biggest marketing challenge?
- How do you measure what’s working?
- What current or expected conditions might make it hard to implement your marketing plans and hit your goals?
- Do you anticipate that implementing your plans will go smoothly?
- Do you have the right resources available to implement this plan?
- Do you think you have the internal expertise to deal with these challenges?
- How are you addressing these challenges in your plan?
- If you realize early enough in the year that this plan isn’t fixing this challenge, how will you shift gears?
Have any tips of your own for planning next year’s marketing goals? Share them in the comments section below!