Sunday | 10-02-2022
 











 
 


DEFINING OBJECTIVES

  With the business plan, the client provides the strategic objectives. Then, consultants have the task of defining realistic targets for marketing: They become benchmarks for subsequent activities.

We suggest to establish a scorecard for agreed targets, target values and measurements which will provide a clear framework for all involved. Regular comparison with actual results will show how the implemented measures contribute to the programme’s progress.

Constant monitoring will also indicate whether the original expectations can in fact be fulfilled. Thus, there is a systematic approach for deciding if, why and how a programme needs to be changed.

In practice this means: The client can make earlier and better-informed decisions on how resources are best applied. This is not only referring to money, but also to management time which is always in short supply.