Most companies leave the high-level goal setting to the CEO or leadership team. In most cases, those are driven by outside sources like investors, boards, or ego. We did $20M last year, we should definitely be able to do $25 this year or our competitor did $50M, so we should be able to at least $40M. But the reality is, these goals have nothing to do with outside influences and everything to do with internal factors like budget, resources, capabilities, and people. Learn how to back into realistic and attainable goals based on actual performance and resources available. Then learn how to increase those variables in order to hit your expected goals.

What we’ll cover in the show –

• How to stop guessing at goals and objectives


• How to align investment to goals and objectives


• How to use real performance data to set your goals and then adjust them based on that data


• Why you should never answer the question, “what is your marketing budget?” with “I don’t know.”


• Why everyone in the company must know the company’s goals and how their work contributes to those goals