How should the marketers measure the results from the M&A sub-annual satisfaction report?

Putting SMART goals is a foundational exercise when it comes to how to improve your customer experience and hopefully keep that customer happy. These SMART goals can be used to focus, identify, and select parts of a bigger long-term project that ultimately helps you achieve your bigger overall goal. Before that reaches any real progress though, some of these SMART goals might not be appropriate for an implementation project. When you do set a SMART goal for a bigger project, read them and take a strategic approach to make sure that you are actually achieving your goal. Know what your ultimate goal is. At what point are you going to measure the value of what you are doing? Do you want to measure a tangible number like sales or another metric? Track progress consistently and document it. Track your progress against your SMART goal(s) step by step. Be honest about the system. The SMART goal(s) are often a result of collaboration. While everybody contributes, you should know what your part of the collaboration is and what you are contributing. The more you know about it, the better you will know what parts of it you can commit to. Lead with your promotion. It can be difficult to use SMART goals unless you have a system in place that leads you into them in a concrete and definitive way. Maintain a sense of consistency. Do you need to update each step of the goal twice in a month? How often does that need to be updated? That could be why a SMART goal isn’t obvious for the implementation project. You want to have a regular flow of growth so that things don’t feel too chaotic. The goal needs to make sense and contribute to a larger goal while being helpful in your SMART goal(s). Pick important milestones. Goals that are like to have long lead times because we tend to put into motion the forward progress of actions that then come to be actions when they are finished. SMART goals should be dependent on your main goals that you are working on for the transition, not just a one-off action that we carry out today. Make time for high level meetings. SMART goals can be important. They need to be there if they are to be part of the big picture, even if you are not using them for the daily activities. Everybody understands that meetings are necessary. It doesn’t matter if they are long or short. It’s a consequence of the importance of the goal you’re working on, so it’s OK to set aside a few hours every few weeks to get the job done.Generally SMART goals are not a time commitment. They take a little time, but it’s not the big deal to them. Divide your responsibilities. One of the most important aspects of SMART goals is that they can do a lot with a small amount of time. SMART goals will naturally have major outputs and activities that are of high importance. It’s important that you use the goals that the system will take care of and focus on the deliverables that are in-house responsibilities. Actually giving your own resources, whether they be people or money is important. Bring people who can create, share ideas, and make projects happen as a part of the process. Be realistic. SMART goals aren’t overly ambitious. You want to be able to take full advantage of the time you give to them, but not spend a huge chunk of it doing so. Planning is very important. Take notes. Let’s be clear on what SMART goals are. It doesn’t mean that you have to sit around all day plotting out the perfect course of action, but letting somebody else track down the details and also include it in your SMART goals and projects for that month as well. Update the update of the targets. Moving from the high to the moderate is the equivalent of changing the degree of difficulty in your endeavor. Make sure you update your SMART goals to the task with the highest priority and have them change on a monthly basis. Remember the goal. After having one project that’s working on SMART goals and another project that’s not, how you start the next one is an indication of how much you expect it to go. It’s okay to have a modest expectation. Allow for space for surprise failure. You’re a team, not an individual so you are responsible for the success or failure of the team. This might mean that you allow room for failure or can encourage the process to come back bigger and better. Be thoughtful about how you use the time you do commit to your SMART goals, especially for a variable process such as marketing. SMART goals can bring more range with a smaller set of details, but other parts of your team have other areas to manage so the first stage of a process is a very critical part. It can be dangerous to have too much time invested in one project or only allow the basics to get done. Letting the weak areas of your process come back and play an active role is how you develop the process that keeps your organization growing and strengthened over time. Building a complete marketing product and across all channels? Set objectives, targets, and deliverables to get through the year and see the number. Doing global outreach with thought leaders on marketing trends? Plan monthly and quarterly updates to be kept. That’s just how all marketing is conducted. We always use SMART goals and it helps us manage more effectively and get more value for our resources and time. Creating goals for a specific task, doing projects, and adding on to them:

Small-sweeping and important

Sara is a field marketing manager for HubSpot. Her job is to grow HubSpot’s global marketing ecosystem from an existing sales problem into a marketing solution. When completing projects, Sara prides herself on aligning HubSpot’s products with the needs of her particular client and delivering more value for the user.

In my time at HubSpot, the number one contributor to your value to the company has been time. Your role as a marketing manager often takes up a portion of your day and it is important that you use the time you are given to maximize that time.

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