The SMART goal principle can move mountains when it comes to gaining buy-in and winning over even the most sceptic executive. #ARM utilises this principle to clarify the goal of work, which is most essential.

Each component of the framework determines marketing objectives, goals, and the methods used to measure them. Working through this process will also enable you to ascertain the timing and feasibility of your objectives.

Marketing must contribute to the achievement of important corporate goals in order to be effective. To define objectives for integrated marketing initiatives, we follow the steps outlined in the SMART goal framework as follows:


Specific goals have a substantially higher likelihood of being achieved. You won’t be able to concentrate your effort or feel fully driven to reach your objective if it isn’t clear and concise. To make a specific goal, the five “W” questions must be considered:

  • Who: Who is the stakeholder of this goal?
  • What: What do you target to achieve?
  • Where: Where will this objective be attained?
  • When: When do I want to attain this objective?
  • Why: Why do you wish to accomplish this goal?
M – Measurable

Criteria for evaluating progress are necessary for SMART goals. You won’t be able to monitor your development or establish whether you are on pace to meet your objective if there are no metrics to measure. Make a goal measurable by asking yourself:

  • How many/much?
  • How can I tell when I’ve succeeded?
  • What sign of development do I have?
A – Achievable / Attainable

To be effective, your aim must also be attainable and reasonable. It should therefore be challenging for you while still being doable. Setting attainable goals can help you find previously unrecognised opportunities or resources that will help you achieve them. An attainable objective typically provides an answer to challenges like:

  • How can I achieve this objective?
  • Based on other limitations like financial considerations, how feasible is the goal?
R – Relevant

This phase involves making sure that your goal matters to you and that it is compatible with other important objectives. While all of us require help and support to accomplish our objectives, it’s crucial to maintain control over them. Make sure that your ideas advance everyone, but remember that you are still in charge of completing your own task. If “yes” is given to any of the following, the purpose is relevant:

  • Do you think this is worthwhile?
  • Is it appropriate now?
  • Does this fit with our other needs or efforts?
  • Am I the best candidate to accomplish this task?
  • Is it applicable in the socioeconomic climate of today?
T – Time-bound

Every objective requires a target date so that you have a deadline to concentrate on and a goal to strive for. This element of the SMART goal criterion aids in preventing daily obligations from taking precedence over your long-term objectives. A SMART objective needs to be time-bound, meaning it needs a start and end date. Without a deadline, there will be no sense of urgency and, consequently, no drive to complete the task.

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