Hello!
Over the last few weeks, your assignments have focused on tasks to help you take marketing from theory to something that is tangible and concrete. That has included:
Reviewing your spending and discovering customer acquisition costs.
Defining your most profitable clients and how they find you.
Listing real prospects and turning vague ideas into clear next steps..
That work has set the stage for writing marketing objectives to give your work clarity and focus. Things you realistically want to accomplish in the next quarter and/or the next year.
Good objectives should be:
⭐️ Specific – Vague goals like “get more clients” don’t give your team direction. Instead, spell out exactly what you want to achieve.
Example: Increase website leads from architects by 25% in the next 6 months.
⭐️ Measurable – Tie your objectives to numbers: revenue, leads, conversion rates, retention rates, or engagement. If you can’t track it, it won’t help much.
Example: Add 200 new email subscribers that meet our ideal client persona each quarter.
⭐️ Ambitious but realistic – Objectives should stretch your team but still be achievable. Overreaching will dampen morale or create unnecessary whitewater. Think steady, achievable progress.
Example: Increase discovery meetings with high-value prospects by 20% (don’t ask staff to triple all at once unless you are adding a new tool that will do it for them. Even then, they may need help to manage all the new business.
⭐️Tie to Business Goals – Marketing objectives aren’t separate from the company’s bigger picture — they support it.
Example: If your company goal is to expand into commercial construction, your marketing objective might be: Highlight our commercial projects with a case study campaign that will win 3 new projects before the end of the year.
Be sure goals cover Different Stages of the Customer Journey
Don’t address just marketing or just sales. Aim at building awareness, trust, AND long-term relationships.
Examples:
Awareness: Get featured in 3 industry publications by year-end
Trust: Go beyond testimonials. Post a client success story each quarter with a video. Share it in on the YouTube page or newsletter.
Retention: Expand services or create an offer that will increase repeat business from top 10 clients by 15%. (What new offer would your current clients would appreciate?)
Use what you’ve uncovered in your recent Marketing Monday tasks. Look at who your most profitable clients are, their pain points, and services you want to offer them. Create 3–5 clear marketing objectives for the rest of the year. If you are part of our Plan as You Grow group on Skool, share a favorite on the discussion board or ask for input from the group.
👉 Our next sprint will be “Fuel for the Journey.” It is about setting up the tools and tactics that will generate the energy you need for your marketing work to be more successful.
You’ve got this,
Carolyn
– Our current 6-week marketing sprint is called Path to Profit. During September 2025, do-it-yourself versions of the workplans are available on Skool for just $17 a month.
Signup today at https://lnkd.in/dAqP-dQp
