Marketing leaders such as CMOs, VPs, and directors add goals at higher planning levels. Marketing managers add and track goals on programs that they run.
Required Editions
| View supported editions |
| User Permissions Needed | |
|---|---|
| To add and manage goals on a program: |
Marketing Planning and Operations Leader permission set group OR Marketing Planning and Operations Specialist permission set group |
Keep these key aspects in mind when adding goals to a marketing program:
| Area | Things to Keep in Mind |
|---|---|
| Goal basics and time frame | The goal's name identifies it, and its start and end dates set the period that it's measured over. When a goal rolls up to a parent goal, its dates fall within the parent goal's dates. |
| Goal hierarchy and rollup | A goal can roll up to a parent goal, so results aggregate up through the goal hierarchy. Each child goal's target can add up to the parent goal's target, without exceeding it. |
| Goal focus and indicator | A goal's type is the business pillar that it affects, such as revenue or retention. Its subtype is the specific indicator within that type, such as annual recurring revenue or churn rate. A child goal matches its parent goal's type and subtype. |
| Target value type | A goal tracks either a financial value or a number. Financial goals track monetary targets, such as revenue, bookings, or pipeline value. Number goals track counts such as leads, impressions, clicks, or customers. |
| Measurement and success rule | The measure type sets the unit that the goal tracks, such as customers or revenue. The rule type sets how progress reads: an At Least rule succeeds when actuals meet or exceed the target, and an At Most rule when they stay at or below it. Use At Most for cost or efficiency metrics, where lower is better. |
- On the Goals tab of a marketing program, click Add Goal.
- Enter the details of the goal and set its current stage.
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Save the goal.
The new goal appears on the program's Goals tab with its key details.
- To edit a goal, click its name on the Goals tab.
After you add a goal, update its actual value to track its progress against the target. The actual value reflects the results achieved, such as leads captured or revenue earned. Update actuals manually or through an integration.
You update actual values only on a goal at the lowest level of a hierarchy. Those actuals roll up to the parent goals above it.