74% set marketing objectives – 51% achieve them most of the time I heard an Australia politician suggest recently that the strategy is necessary, but objectives are not. I concluded that the man was either a populist or an idiot – and perhaps both. Strategy must serve objectives. The objectives define the destination and provide […]

74% set marketing objectives – 51% achieve them most of the time I heard an Australia politician suggest recently that the strategy is necessary, but objectives are not. I concluded that the man was either a populist or an idiot – and perhaps both. Strategy must serve objectives. The objectives define the destination and provide criteria against which the measure progress, and as such the effectiveness of the strategy. Objective help the identification of requirements to review strategies.Recent research found that 74% of businesses have defined marketing objectives and 51% of businesses achieve their marketing objectives at least most of the time. I can only assume that the 26% without marketing objectives are from the same school as the idiot politician. That said, while objectives are important, there is little value in setting any old objective. Marketing objectives should ideally have the following characteristics: Leading directly from the corporate objectives.…