SiriusDecisions Research Brief - Marketing Planning: Setting Goals

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In this brief, Sirius analysts outline and define how businesses should select and refine their marketing goals based on their effectiveness in fueling the progress of the business. 

Marketing teams must create and execute plans that align with corporate goals as well as the plans and objectives of other functions within the organization. The results will offer cross-functional clarity, alignment and a strong basis for goal-based marketing resource allocation. To do this, marketers must gather their annual goals for each function, including: 
    • Corporate Goals
    • Marketing Goals
    • Sales Goals
    • Business Unit Goals
    • Triangulation