It’s no secret that businesses are guided by their goals, but how do business goals get translated into marketing programs? When it comes down to it, your business goals are what you want to accomplish, and your marketing program is what you do to accomplish your business goals. Here is how business goals should be used to guide strategy. 

Aligning  Your Marketing Program With Your Business Goals 

A marketing program should be guided by its business’s goals. If your business goals involve increasing market share from 20% to 30% and your marketing program consists of reselling to existing customers then something needs to change or the business will never grow. 

Identify Your KPIs

The great thing about business goals is that they show marketers what really matters. If increasing market share is a priority then variables like new users and new user conversion rate will be the focus of your marketing program, of course the variables will change depending on the platforms being used. 

Review Your Marketing Program

Look at your KPIs and ask what their impact is on the business. Does the impact of the KPI result in your business’s desired result? Are there better variables your marketing team can adjust that will contribute more towards achieving business goals? 

Conclusion 

When it comes down to it what matters most is consistency between your business actions and its desired results. Just like someone trying to become a marathoner needs to train by running long distances; your business’s marketing program needs to market the business appropriately to reach business goals.