2016 marketer's goal setting workbook

1.877.937.6245 | sales@yeslifecyclemarketing | www.yeslifecyclemarketing | pg. 1

By now, you’ve probably received your sales targets and budget for 2016. And that’s great. But now what? You know your numbers and what you can spend but do you have a plan to get there? Most marketers continue on the path of least resistance and do what they’ve always done. They continue to mail to the same segments with the same offers and are befuddled when their attrition skyrockets. Or, don’t see the value that developing personas can bring to their marketing programs and how it can improve conversion rates immensely.

The reality is consumers are changing their behavior, and you as a marketer need to change as well. Consumers expect personalization, want things immediately, and will buy in the most convenient way possible. So, what are you doing in 2016 to help address the age of the customer?

This workbook is all about setting goals to help you address the new needs of your customers by getting you to think outside what has been the norm. If you could do anything by the end of 2016, what would it be? What would your marketing department look like? What would you like to implement? If money was no object, what would you do? Uncover the answer to these questions and more by:

1. Creating a marketing vision for 2016

2. Setting real, obtainable goals

3. Identifying the tasks and actions needed to reach your goals

2016 Marketers’ Goal-Setting Workbook

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Having a crystal clear path for you and your team’s vision, goals, as well as the tasks and actions required to accomplish them will obviously play a huge part in the success of your 2016 plans. This exercise will help you discover what you and your team will need to grow, learn, and continue to develop the where, why, and how of doing, rather than simply planning.

Might we suggest the following items to support this:

Got it all? Good!

Let’s get started on making 2016 you and your team’s best year yet!

An open, collaborative mind

Ca�eine Pens and markers

Notebooks Metrics, KPI’s and goals from 2015

The input from all key marketing stakeholders


Finding Your VisionArticulating your vision will inspire, motivate, and give direction to your team as you visualize what you want to achieve over the next year. The intent of this section is for you to formulate this vision statement into 1-2 sentences that will set the tone for the year, reflecting your current business culture and objectives.

An example: “By December 31, 2016 we are a fully integrated marketing department that is able to better identify our customers at the point of sale and provide customized messaging in a timely and relevant manner throughout the customer life cycle.”

Vision Statement Questions – Answer these openly and honestly.

1. List you and your team’s strengths? What are you great at?

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2. What weaknesses do you and/or your team need to overcome?

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3. What are your team (or company) values, and how are you aligning with them?

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4. List tasks you and/or your team need to accomplish daily.

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5. What factors would lead to you and/or your team NOT meeting expectations?

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While looking back at the answers to these questions, can you start to see patterns that will help you write your vision statement?

Yes? Good!

Using clear, concise, present tense language, write down your vision statement in a manner that will inform priorities and challenge your team to reach new levels. It’s OK to be passionate here, but try not to use buzzwords.

Uncovering Areas of OpportunityAreas of opportunity are the tangible goals you will set which will align with the vision statement you wrote above.

For example: In our vision statement, we want to become a fully integrated marketing department that is better able to identify customers at the point of sale and provide them with customized messaging in a timely and relevant manner throughout the customer life cycle.

If I was then to do an audit of the current processes we have, I might realize that we don’t do triggered emails, our point of sale system doesn’t talk to our marketing database, and we don’t clean and append data to our customer file.

So I will write out a few things that we can work towards in 2016:

1. Welcome series

2. Find ways to integrate POS with marketing database

3. Work on cleaning customer data more frequently

4. Add transactional and demographic data to our customer file

5. Analyze current customer data

These are great, but they don’t really incite action. What we need to do is rewrite these statements with a verb and a due date.

For example:

By February 1, 2016, select a partner to clean our customer files on a quarterly basis

By February 1, 2016, select a partner to append demographic and transactional data to our customer files on a bi-monthly basis

By July 1, 2016, build and implement personas into our marketing program

By August 1, 2016, integrate our marketing database with our point of sale system

By September 1, 2016, implement a welcome series for all new customers


Your exercise:On a whiteboard, separate piece of paper, or in the box below, identify all of the areas you might be able to address in order to align you and your team with your vision statement. Ask yourself; What needs to change? Why should issues be addresses? What assets are needed to achieve goals? What does success look like? What’s new for 2016?


Great! The above is now the base you will use to formulate your 2016 goals. In the space below, write 3-5 actionable, measurable, and realistic goals that directly reflect your vision statement. See these as your opportunities for success. Next to each goal, write “Your Why” - this is the specific reasoning behind each goal, which directly relates back to you and/or your team.

Goal 1

Your Why:

Due Date:

Goal 2

Your Why:

Due Date:

Goal 3

Your Why:

Due Date:

Goal 4

Your Why:

Due Date:

Goal 5

Your Why:

Due Date:


Building Your Action RoadmapYour roadmap to reach your goals and ultimately arrive at your destination (your vision statement ) consists of the tasks and actions that you and/or your team need to do on a daily, monthly and quarterly basis.

To revisit our example, some of the tasks that we’ll need to complete in order to reach our goals are:

1. Research data companies

2. Attend a webinar on triggered emails

3. Go to industry related conferences

4. Speak with others in the industry who have built personas

5. Pull all of our data

6. And many more

For each goal, identify the quarterly, monthly, weekly and daily actions you and/or your team need to do in order to ultimately reach your vision.

In this exercise, break down and identify actions and tasks needed to achieve each goal.


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Monthly Actions / Tasks

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Weekly Actions / Tasks

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Daily Actions / Tasks / Habits

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GOAL #1



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GOAL #4



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GOAL #5


Be accountableWhat do you need to get executive buy-in?

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So, what’s next? With your vision statement penned, your goals articulated, and your tasks and actions chronicled, you and your team are ready to climb that mountain. Now, you need to set your path in motion and inform and motivate your team. Start with emailing this to your team for their review and input. Then, per below, visit this document on a weekly, monthly and quarterly basis.

On a weekly basis, check in on the progress of you and your team’s actions and tasks; make adjustments where necessary. Keep in mind, while these actions and tasks need to be realistic, they should still be aggressive enough to challenge and inspire your team to success.

Monthly, meet with your team; talk through the progress of each goal; if targeted actions and tasks are falling behind, address the specifics with your team asking for their input on how to make improvement to the process.

Quarterly, it’s important to get executive buy-in to ensure your own accountability. This will further drive your own success, as well as bring additional awareness to the progress you and your team are making. Executive input is also important for the development of your team’s vision and the goals in place to reach this success.

Email this to your team


Need some additional help?The way to maximize the value of your marketing activities is to have a clear picture of what’s possible and how to get there. Yes Lifecycle Marketing’s approach starts with three elements that drive the highest impact marketing actions: diagnosing specific pockets of qualified opportunities, having a clear picture of marketing communications and objectives, and developing a roadmap to achieve the objectives.

Our seasoned marketing strategists produce three types of deliverables from these activities which we call V-O-R or Vision, Opportunities and Road Map. It is within this framework that we are able to help you diagnose your current marketing effectiveness and work with you to plan and navigate your marketing roadmap. Our structured and iterative approach in creating the VOR builds a solid foundation for your marketing communications program and also identifies areas for near-term improvement. This approach enables us to get a deeper understanding of your customers’ behavior, marketing performance, and the value of improvements against actionable objectives.

Yes Lifecycle Marketing’s centers-of-excellence focus on these areas of strength – Analytics and Insights discover the most important insights and approaches for identifying, reaching, and segmenting your target audience; Strategy services offer a comprehensive assessment which creates the overall vision and roadmap that takes into consideration your business needs and fits with your media plan; and Creative services contributes to the elements that represent a smooth customer experience across all channels.

Together, we deliver a detailed evaluation of your current program and provide informed and actionable insights on paths to improve each program component. The end result is a comprehensive road map that can guide actions for measurable improvement, optimal ROI, and maximum value.

To learn more,

[email protected] | 1-877-937-6245 | www.yeslifecyclemarketing.com

About Yes Lifecycle Marketing: Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels.