Objectives of Marketing Management

an attorney hiring a digital marketing manager

Understanding the Benefits of Hiring a Marketing Manager 

Marketing managers rank among the top 10 fastest-growing jobs in America. It’s not surprising. Digital channels have multiplied at lightspeed over the past few years.

Your brand’s face is not just limited to a billboard, visiting card, or a vanilla website.

Your customers could be trying to find your solution on Google, Facebook, YouTube, Tik-Tok, LinkedIn, Amazon, and a ton of other digital channels.

If you’re not present and proactive on these platforms, they’re not going to wait for you.

A marketing manager can help you bridge the gap between your brand and your audience. You need a team that can stay on top of SEO, content marketing, social media marketing, advertising, and customer engagement trends. They’ll help you choose the right platform with the right content that your audience truly resonates with.

In this article, we’ll give you a step-by-step breakdown of how to prioritize marketing objectives with your team.


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Defining Marketing Objectives

When it comes to laying out your marketing objectives, be SMART:

·        Specific – Set a clear goal to ensure your team is aiming to accomplish the same thing. For instance – are you trying to double your revenue in 90 days? Or do you want to lower your customer response time by half? Both goals will require a distinct game plan to achieve.

·        Measurable – Establish the metrics that will be used to measure your campaign’s success. It will give your team an objective view of their performance.

·        Attainable – Give your team the necessary support and a reasonable budget to accomplish your goal. Your goal should push your team members to perform to their best capacity without overtaxing them.

·        Relevant – Prioritize objectives that meet your company’s growth needs. For instance, if you need to urgently increase your customer retention, your urgent goal should be to hire three more customer support executives over the next month.

·        Time-based – Set clear deadlines to focus the scope of your marketing efforts. It should be a reasonable time frame keeping your current growth trajectory in mind.

This SMART approach will ensure your marketing objectives always align with your overall organizational goals. You will be able to allocate resources to meet your short-term and long-term objectives.


Your marketing manager must work closely with your organization head to identify your immediate and long-term goals. You can periodically review your strategy by meeting every month, quarterly, or annually. 

Planing your marketing strategy with your team and your marketing manager

For instance, you may dedicate most of your marketing resources to a product launch for six months. So your biggest focus will be to attract new leads. After that, you’ll need to balance out more resources for customer retention.

Collaborating to create marketing strategies, programs, and sales forecasting is an essential part of effective planning.


A goal is only practical if you can lay out clear and executable steps to reach it. Organizing involves identifying and grouping the tasks that will help you meet your marketing goals. You can create a lot of different micro-goals to fulfill a bigger marketing goal.

For instance, you’ll need to create unique SEO, content creation, and social media engagement goals to double your leads in six months. They’re all leading to the same result, but they still need to be drawn out clearly for different team members to execute them. You have to define roles and responsibilities for everyone in your marketing team.


Your marketing team should be packed with employees with proven experience handling all the responsibilities of your campaign. Your marketing manager needs to collaborate closely with your HR department to pull this off.

Select employees who don’t require a lot of training and can easily be on-boarded. They’ll help you start seeing visible results right away.


A marketing manager should be a jack-of-all-trades by nature. They need to have a clear understanding of what each responsibility demands and who can fulfill it. They maintain a bird’s eye view of the whole campaign to synchronize interrelated marketing activities.

Your team must be able to count on them for timely guidance, motivation, and leadership. They’ll also serve as the bridge between your marketing team and senior management


Your marketing department is just one of the limbs of your organization. It needs to sync with your sales, customer support, production, transportation, and many other departments. Marketing managers will have to develop ways to coordinate tasks within their team, as well as other departments.

A transparent feedback process is the only way to keep improving your service and your connection with your customers. It’ll help set better quality control standards for your business so that you can take corrective actions faster.


How do you bring the best out of your marketing team? A shared vision of success and the right individual incentives to achieve your goals. You have to value their individual morale and growth to make them invested in your organization’s success.

A successful team leader knows how to create a harmonious and efficient work culture. Team members should be promoted or given bonuses for consistently nailing their targets. You also need to value the feedback of every team member and make adjustments if needed. You can’t expect to improve customer satisfaction without fixing employee satisfaction.


There is no perfect marketing plan. And if you believe there is, its implementation will be your wake-up call. It’s better to approach marketing as a process of constant optimization. It’ll help your team stay grounded and take practical steps to adjust your marketing strategy. This is where your campaign analytics and inter-department feedback will assist you the most.

Remember, you’ll need to set up clear standards for performance evaluation before you execute your campaign.

Analysis and Evaluation

Marketing managers need to keep a close eye on every team member’s contribution. You need to give them individual targets to make this process measurable. If there’s a team member who isn’t actively involved or missing their target, the manager needs to step in. It’ll burden the rest of your team with extra work and sabotage your campaign if they fail to take any action.

It’s also important to evaluate how smoothly they can coordinate with the rest of your team. Actively monitoring your employee’s performance will help you identify their strengths and weaknesses. You’ll be able to identify areas for improvement and give them any training or assistance if needed.


Marketing managers play a central role in defining your brand perception. They create various promotional methods to boost product sales.

Based on your ideal customer profile, they create various marketing collaterals and offers to hook your customers. They keep an eye out for new sales opportunities and evolving market demands. It helps them present your product to the right audience.

Research and Development

Every successful business is a customer-centric business. Your brand must have an in-depth understanding of your customer’s needs. Adapting to changing consumer preferences keeps your product market fit at all times.

Colleagues discussing research and development in their marketing strategy

You need to conduct multiple levels of marketing research to evaluate:

·        How your target audience resonates with your core message

·        How effective your marketing campaign is

·        What your competitors are doing

·        Different customer segments in your market

·        Product usability

·        Customer reviews

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