Comments on: Marketing-for-Leads Guide: Step 1 – Set Goals http://www.sales-lead-insights.com/2008/b2b-marketing-step01/ A B2B LEAD GENERATION, MARKETING & SALES BLOG Thu, 11 Mar 2010 10:21:01 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Setting 3 Goal When Marketing For Leads | BlogYourOwnBusiness.com http://www.sales-lead-insights.com/2008/b2b-marketing-step01/comment-page-1/#comment-2948 Setting 3 Goal When Marketing For Leads | BlogYourOwnBusiness.com Tue, 21 Oct 2008 03:52:31 +0000 http://www.sales-lead-insights.com/?p=154#comment-2948 [...] Go to his blog and To download the complete guide as a PDF [...] [...] Go to his blog and To download the complete guide as a PDF [...]

]]> By: zsa zsa http://www.sales-lead-insights.com/2008/b2b-marketing-step01/comment-page-1/#comment-2919 zsa zsa Mon, 20 Oct 2008 02:11:40 +0000 http://www.sales-lead-insights.com/?p=154#comment-2919 "If the executives say they want the company to be the “biggest” in the industry, look at the sales revenue of all your competitors and set your sales revenue goal above that of the industry leader." The senior executives at my company definitely have this goal of being the biggest, but more than exceeding the sales revenue of our competitors, we place emphasis on exceeding the quality of the services that we provide which would translate into higher sales. Thanks for sharing the 3-levels for setting goals. It's a helpful guideline for plans next year. “If the executives say they want the company to be the “biggest” in the industry, look at the sales revenue of all your competitors and set your sales revenue goal above that of the industry leader.”

The senior executives at my company definitely have this goal of being the biggest, but more than exceeding the sales revenue of our competitors, we place emphasis on exceeding the quality of the services that we provide which would translate into higher sales.

Thanks for sharing the 3-levels for setting goals. It’s a helpful guideline for plans next year.

]]> By: Mac McIntosh http://www.sales-lead-insights.com/2008/b2b-marketing-step01/comment-page-1/#comment-2858 Mac McIntosh Fri, 17 Oct 2008 04:22:34 +0000 http://www.sales-lead-insights.com/?p=154#comment-2858 Britton, There is a method to my madness. You start by determining the marketing activity and budget needed to meet your minimum goal. Then you add marketing activities and budget to meet your target goal, adding even more activities and budget to meet your stretch goal. Next, you explain to your senior management that the three budgets correspond to the marketing activity required to meet each of the goals. Finally, you suggest that they pick the goal and related budget they are most comfortable with. Britton, my clients find that this approach usually stops their senior managers from suggesting arbitrary marketing budget cuts without considering the consequences. - Mac Britton,

There is a method to my madness.

You start by determining the marketing activity and budget needed to meet your minimum goal.

Then you add marketing activities and budget to meet your target goal, adding even more activities and budget to meet your stretch goal.

Next, you explain to your senior management that the three budgets correspond to the marketing activity required to meet each of the goals.

Finally, you suggest that they pick the goal and related budget they are most comfortable with.

Britton, my clients find that this approach usually stops their senior managers from suggesting arbitrary marketing budget cuts without considering the consequences.

- Mac

]]> By: Britton Manasco http://www.sales-lead-insights.com/2008/b2b-marketing-step01/comment-page-1/#comment-2855 Britton Manasco Fri, 17 Oct 2008 02:04:53 +0000 http://www.sales-lead-insights.com/?p=154#comment-2855 It's interesting that you encourage companies to set three goals. While "stretch goals" are not that uncommon throughout a business, I do find that sales and marketing organizations tend to be ruled by a single overarching "quota." What is the value of having three options? Does it not take people off the hook or does it simple encourage necessary flexibility in the face of uncertain conditions? Britton Manasco <a href="http://www.brittonmanasco.com" rel="nofollow">Illuminating the Future</a> It’s interesting that you encourage companies to set three goals. While “stretch goals” are not that uncommon throughout a business, I do find that sales and marketing organizations tend to be ruled by a single overarching “quota.” What is the value of having three options? Does it not take people off the hook or does it simple encourage necessary flexibility in the face of uncertain conditions?

Britton Manasco
Illuminating the Future

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