Before you execute your GTM Plan (also referred to as a Go-To-Market Plan), be sure to set objectives for the marketing programs or campaigns you use to attack the market. With specific, concise, and well communicated objectives, you’ll have a better chance of realizing your goals and objectives.
When you first start out, you may be tempted to set objectives that are loosely defined. For instance, I wanted to see our site become the “go-to” business website for sharing best practices among professionals. Looking back, that’s a pretty lofty goal to achieve. Now, the site is focused on helping small business professionals get started on their marketing efforts and providing services if needed.
Setting objectives isn’t easy
Keep in mind that factors such as budget, the stage your business is in (start-up vs. well established), and business environment will contribute to the success or failure of your program, campaign or initiative. Plus, the tools for attacking the market vary in their effectiveness so setting clear, concise, and realistic objectives isn’t easy.
Let’s get started
The more specific you are in setting your objectives, the easier it will be to implement your plan and determine when adjustments or contingency plans are needed. Over time, your ability to set detailed objectives will be refined, and you’ll have a better chance of obtaining the results you desire.