“A goal without a plan is just a wish.”
That quote from Antoine de Saint-Exupéry sums it up perfectly. You can have the grandest vision for your demand generation efforts, but if you don’t set clear, actionable goals, it’s like throwing darts in the dark—you’re aiming, but with no idea where you’ll land. Setting impactful goals is the backbone of any successful strategy. Without them, your team will lack direction, waste resources, and miss opportunities.
This section is all about helping you align your demand generation goals with your overall business objectives and crafting customized Key Performance Indicators (KPIs) that fit your specific business model—whether you’re in a service agency, consulting firm, or running a SaaS company.
Step 1: Understand Your Business Objectives
First things first: you need to know the big picture. What is your company aiming to achieve? Whether you’re looking to grow market share, launch a new product, enter a new region, or drive revenue, your demand generation goals should directly support these broader objectives. Everything you do needs to tie back to the overall success of the business.
Action: Meet with key stakeholders—executives, sales leaders, product managers—and get crystal clear on the company’s strategic objectives. This alignment will ensure your demand generation efforts are contributing to the bigger goals.
Example: If your company’s objective is to break into a new geographic market, your demand generation goal might focus on increasing brand awareness and generating qualified leads in that specific region.
Step 2: Define SMART Goals
Once you’ve got your business objectives nailed down, it’s time to turn them into SMART goals. What are SMART goals? They’re Specific, Measurable, Achievable, Relevant, and Time-bound. This framework brings clarity and structure, making sure everyone knows exactly what success looks like and how you’ll get there.
Action: Work with your team to translate your business objectives into SMART demand generation goals. Make sure these are goals you can track and measure regularly.
Example: Instead of saying “Increase leads,” a SMART goal would look like this: “Generate 500 Marketing Qualified Leads (MQLs) from the new product launch campaign within Q3, with a 25% conversion rate to Sales Qualified Leads (SQLs).” Now that’s a goal with clarity.
Step 3: Customize KPIs for Your Business Model
Different business models require different KPIs. What works for a SaaS company might not make sense for a consulting firm or service agency. The key is to identify the KPIs that matter most to your business and align them with your demand generation goals.
Action: Identify and track KPIs that make sense for your specific business. Monitor these consistently to gauge progress and make informed decisions.
Examples of Customized KPIs:
Step 4: Establish a Reporting Framework
Now that your goals and KPIs are in place, you need a system to track them. This means setting up regular check-ins, using dashboards to monitor progress, and being ready to pivot based on the data. Demand generation is all about being agile—what worked last quarter might not work next quarter, so be ready to adapt.
Action: Implement analytics tools and dashboards that give you real-time insights into your metrics. Schedule regular meetings to review progress, spot trends, and adjust your strategy as needed.
Example: Use a marketing automation platform or CRM system to create a dashboard that tracks MQLs, SQLs, Customer Acquisition Cost (CAC), and Lifetime Value (LTV). Review these metrics weekly to stay on track and ensure your goals are being met.
Once your goals are set, it’s time to put them into action. Here’s how to make sure your demand generation efforts are always driving towards those clear, impactful goals.
1. Align Campaigns with Goals
Every campaign—whether it’s an email series, a social media push, or a webinar—should tie back to your SMART goals. Before launching, define what success looks like for each campaign and make sure it supports your overall objectives.
2. Monitor and Adjust
Demand generation is not a “set it and forget it” strategy. Keep an eye on your KPIs, and don’t be afraid to pivot if something isn’t working. If a campaign isn’t hitting the mark, dig into the data, figure out what’s going wrong, and adjust quickly.
3. Communicate Progress
Make sure everyone involved—whether they’re in marketing, sales, or leadership—knows how you’re progressing towards your goals. Regular updates keep the team aligned and focused on what matters most.