For example, are you clear on where efforts should be focused and what methodologies should be implemented to improve the monitoring and control of the sales and marketing team? Do you know what objectives you are aiming for? How are you going to meet the goals? In short, do you know the difference between an objective and a goal?
While goals respond to what one wants to become, objectives refer to the results that must be achieved to accompany the business strategy, setting out how to get there and considering the time and resources to be used to do so.
So we have the first point: if we want to improve our marketing results, we must start by defining clear objectives that aim to fulfill the business strategy.
SMART goals and OKRs
You may already know this famous acronym that reminds us how to define our goals:
Specific: Clear, detailed and easy to understand.
Measurable: Easy to quantify.
Achievable: Realistic, capable of being achieved.
Relevant (Relevantes): Important and significant.
Time-bound: Refers to time periods and specific dates for their fulfillment.
Considering these characteristics, an example of a “Smart” objective would be: By the end of next month our blog, in the Business Intelligence section, will have a 10% increase in conversions.
Here comes the fun part. In addition to setting SMART objectives, we must associate them with key results: OKRs.
What is OKR? In English, Objectives and Key Results, that is, we add vietnam mobile number specific objectives to the SMART ones that will help achieve the main one, for example:
A: By the end of next month our blog, in the BI section, will have a 10% increase in conversions.
KR #1: Make 3 additional posts each week
KR #2: Invest 10% more in advertising
And where are the famous KPIs?
KPIs or “Key Performance Indicators” determine the performance of a process, thus, OKRs encompass KPIs.
For example, if we have an OKR related to acquiring new customers:
Objective: Increase the company's profits for the next year by 25%.
OKR: Achieve a 50% increase in customers on digital channels for the following semester.
KPI: Digital customers at the end of the semester – digital customers at the beginning of the semester / customers at the beginning of the semester * 100.