How to make and structure your marketing goals: Be flexible

<!DOCTYPE html> <html lang="en"> <head> <link rel="dns-prefetch" href="https://sync.outbrain.com"> <link rel="dns-prefetch" href="https://ups.analytics.yahoo.com"> <link rel="dns-prefetch" href="https://ib.adnxs.com"> <link rel="dns-prefetch" href="https://www.google-analytics.com"> <link rel="dns-prefetch" href="https://fonts.googleapis.com"> <link rel="dns-prefetch" href="https://cdn.logrocket.io"> <link rel="preload" as="style" rel="stylesheet" type="text/css" href="https://www.customermarketingalliance.com/assets/built/screen.css?v=49cb5bde65" /> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <title>How to make and structure your marketing goals: Be flexible</title> <meta name="HandheldFriendly" content="True" /> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <link rel="stylesheet" type="text/css" href="https://www.customermarketingalliance.com/assets/built/screen.css?v=49cb5bde65" /> <meta name="author" content="Eve Chatfield"> <script src="https://cdn.lr-ingest.io/LogRocket.min.js" crossorigin="anonymous"></script> <script> window.LogRocket && window.LogRocket.init('acara/sequel-main'); window.inArticleAdList; window.inArticleAdListDisabled; window.topNav; window.showGetCertCta; window.isTOCenabled; window.userIdSegment = localStorage.getItem("user_id"); </script> <script> var ghosthunter_key = 'b1d2e55946ba49e939e2eba782'; window.isHiddenUpgradeVisible = false; </script> <script type="text/javascript"> function getParameterByName(name, url) { if (!url) url = window.location.href; name = name.replace(/[\[\]]/g, "\\$&"); var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"), results = regex.exec(url); if (!results) return null; if (!results[2]) return ''; return decodeURIComponent(results[2].replace(/\+/g, " ")); } var action = getParameterByName('action'); if (action == 'signin') { window.location = '/account'; } if (window.location && window.location.search && window.location.search.includes('stripe=success')) { window.location = '/activate'; } </script> <script> var checkUserId = function({ payload, next, integrations }) { var user_id = payload.obj.userId; if(user_id && (user_id.length === 8 || user_id.length !== 36)) { console.log('teacahble user_id still set, clearing'); window.localStorage.removeItem('apc_user_id'); analytics.reset(); analytics.user().anonymousId(payload.obj.anonymousId); delete payload.obj.userId; delete payload.obj.traits; console.log('payload after clearing', payload.obj); } next(payload); }; !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on","addSourceMiddleware","addIntegrationMiddleware","setAnonymousId","addDestinationMiddleware"];analytics.factory=function(e){return function(){var t=Array.prototype.slice.call(arguments);t.unshift(e);analytics.push(t);return analytics}};for(var e=0;e<analytics.methods.length;e++){var key=analytics.methods[e];analytics[key]=analytics.factory(key)}analytics.load=function(key,e){var t=document.createElement("script");t.type="text/javascript";t.async=!0;t.src="https://cdn.segment.com/analytics.js/v1/" + key + "/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(t,n);analytics._loadOptions=e};analytics._writeKey="CIR3hEMnyOW1gfECfSJW7HMjO8tsavDU";analytics.SNIPPET_VERSION="4.13.2"; const tags = []; const authors = []; let primary_tag; let primary_author; primary_author = "Eve Chatfield"; primary_tag = "Customer marketing"; authors.push("Eve Chatfield") tags.push("Customer marketing") tags.push("OKRs") tags.push("Article") analytics.addSourceMiddleware(checkUserId); analytics.load('CIR3hEMnyOW1gfECfSJW7HMjO8tsavDU', { user: { persist: true, cookie: { key: 'ajs_alliance_user_id' }, localStorage: { key: 'ajs_alliance_user_traits' } } }); analytics.page({ properties: { primary_tag: primary_tag, primary_author: primary_author, authors: authors, tags: tags, community: 'CMA' } }); }}(); </script> <meta name="description" content="Goal setting’s an important thing to do with your internal network. It can help streamline, optimize, and enthuse your working processes."> <link rel="icon" href="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" type="image/png"> <link rel="canonical" href="https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/"> <meta name="referrer" content="no-referrer-when-downgrade"> <meta property="og:site_name" content="Customer Marketing Alliance"> <meta property="og:type" content="article"> <meta property="og:title" content="How to make and structure your marketing goals: Be flexible"> <meta property="og:description" content="Goal setting’s an important thing to do with your internal network for many reasons. When done correctly, goal setting can help streamline, optimize, and enthuse your working environment and processes."> <meta property="og:url" content="https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/"> <meta property="og:image" content="https://www.customermarketingalliance.com/content/images/size/w1200/2022/06/gabriel-sanchez-_YQ199RNF48-unsplash--1-.jpg"> <meta property="article:published_time" content="2022-06-14T16:00:00.000Z"> <meta property="article:modified_time" content="2022-06-14T15:59:59.000Z"> <meta property="article:tag" content="Customer marketing"> <meta property="article:tag" content="OKRs"> <meta property="article:tag" content="Article"> <meta property="article:publisher" content="https://www.facebook.com/Customer-Marketing-Alliance-103756202307955"> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:title" content="How to make and structure your marketing goals: Be flexible"> <meta name="twitter:description" content="Goal setting’s an important thing to do with your internal network for many reasons. When done correctly, goal setting can help streamline, optimize, and enthuse your working environment and processes."> <meta name="twitter:url" content="https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/"> <meta name="twitter:image" content="https://www.customermarketingalliance.com/content/images/size/w1200/2022/06/gabriel-sanchez-_YQ199RNF48-unsplash--1-.jpg"> <meta name="twitter:label1" content="Written by"> <meta name="twitter:data1" content="Eve Chatfield"> <meta name="twitter:label2" content="Filed under"> <meta name="twitter:data2" content="Customer marketing, OKRs, Article"> <meta name="twitter:site" content="@CustomerMarket2"> <meta property="og:image:width" content="1200"> <meta property="og:image:height" content="800"> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "publisher": { "@type": "Organization", "name": "Customer Marketing Alliance", "url": "https://www.customermarketingalliance.com/", "logo": { "@type": "ImageObject", "url": "https://www.customermarketingalliance.com/content/images/2024/07/CMA-FULL-SECONDARY-LOGO--ON-WHITE---1--1.png" } }, "author": { "@type": "Person", "name": "Eve Chatfield", "image": { "@type": "ImageObject", "url": "https://www.customermarketingalliance.com/content/images/size/w1200/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG", "width": 1200, "height": 1800 }, "url": "https://www.customermarketingalliance.com/author/eve/", "sameAs": [] }, "headline": "How to make and structure your marketing goals: Be flexible", "url": "https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/", "datePublished": "2022-06-14T16:00:00.000Z", "dateModified": "2022-06-14T15:59:59.000Z", "image": { "@type": "ImageObject", "url": "https://www.customermarketingalliance.com/content/images/size/w1200/2022/06/gabriel-sanchez-_YQ199RNF48-unsplash--1-.jpg", "width": 1200, "height": 800 }, "keywords": "Customer marketing, OKRs, Article", "description": "Goal setting’s an important thing to do with your internal network for many reasons. When done correctly, goal setting can help streamline, optimize, and enthuse your working environment and processes. ", "mainEntityOfPage": "https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/" } </script> <meta name="generator" content="Ghost 5.101"> <link rel="alternate" type="application/rss+xml" title="Customer Marketing Alliance" href="https://www.customermarketingalliance.com/rss/"> <script defer src="https://cdn.jsdelivr.net/ghost/portal@~2.46/umd/portal.min.js" data-i18n="true" data-ghost="https://www.customermarketingalliance.com/" data-key="173834d117bcd7e27266c4d41e" data-api="https://customer-marketing-alliance.ghost.io/ghost/api/content/" data-locale="en" crossorigin="anonymous"></script><style id="gh-members-styles">.gh-post-upgrade-cta-content, .gh-post-upgrade-cta { display: flex; flex-direction: column; align-items: center; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; text-align: center; width: 100%; color: #ffffff; font-size: 16px; } .gh-post-upgrade-cta-content { border-radius: 8px; padding: 40px 4vw; } .gh-post-upgrade-cta h2 { color: #ffffff; font-size: 28px; letter-spacing: -0.2px; margin: 0; padding: 0; } .gh-post-upgrade-cta p { margin: 20px 0 0; padding: 0; } .gh-post-upgrade-cta small { font-size: 16px; letter-spacing: -0.2px; } .gh-post-upgrade-cta a { color: #ffffff; cursor: pointer; font-weight: 500; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a:hover { color: #ffffff; opacity: 0.8; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a.gh-btn { display: block; background: #ffffff; text-decoration: none; margin: 28px 0 0; padding: 8px 18px; border-radius: 4px; font-size: 16px; font-weight: 600; } .gh-post-upgrade-cta a.gh-btn:hover { opacity: 0.92; }</style><script async src="https://js.stripe.com/v3/"></script> <script defer src="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/sodo-search.min.js" data-key="173834d117bcd7e27266c4d41e" data-styles="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/main.css" data-sodo-search="https://customer-marketing-alliance.ghost.io/" data-locale="en" crossorigin="anonymous"></script> <link href="https://www.customermarketingalliance.com/webmentions/receive/" rel="webmention"> <script defer src="/public/cards.min.js?v=49cb5bde65"></script> <link rel="stylesheet" type="text/css" href="/public/cards.min.css?v=49cb5bde65"> <script defer src="/public/member-attribution.min.js?v=49cb5bde65"></script><style>:root {--ghost-accent-color: #FF4DD8;}</style>  <script type="text/javascript"> var _iub = _iub || []; _iub.csConfiguration = {"askConsentAtCookiePolicyUpdate":true,"cookiePolicyInOtherWindow":true,"countryDetection":true,"enableFadp":true,"enableLgpd":true,"enableTcf":true,"floatingPreferencesButtonDisplay":"anchored-center-left","floatingPreferencesButtonZIndex":10,"gdprAppliesGlobally":false,"googleAdditionalConsentMode":true,"lang":"en","lgpdAppliesGlobally":false,"perPurposeConsent":true,"siteId":1712381,"tcfPurposes":{"2":"li_only","7":"li_only","8":"li_only","9":"li_only","10":"li_only","11":"li_only"},"cookiePolicyId":24731467,"i18n":{"en":{"banner":{"title":"The Alliance privacy & cookie controls","dynamic":{"body":"We use cookies to give you the best experience on our website. By continuing to browse, you agree to our cookie policy"}}}}, "banner":{ "acceptButtonColor":"#367AFF","acceptButtonDisplay":true,"backgroundColor":"#09100F","brandBackgroundColor":"#09100F","closeButtonRejects":true,"customizeButtonCaptionColor":"#F9F8F5","customizeButtonColor":"#292626","customizeButtonDisplay":true,"explicitWithdrawal":true,"fontSizeBody":"10px","fontSizeCloseButton":"24px","listPurposes":true,"logo":"https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/alliance-website/ALLIANCE%20FULL%20-%20Secondary_small.svg","linksColor":"#F9F8F5","ownerName":"The Alliance","position":"float-bottom-center","prependOnBody":true,"rejectButtonCaptionColor":"#F9F8F5","rejectButtonColor":"#292626","rejectButtonDisplay":true,"showPurposesToggles":true,"showTotalNumberOfProviders":true,"textColor":"#F9F8F5","acceptButtonCaption":"Accept all","rejectButtonCaption":"Reject" }}; </script> <script type="text/javascript" src="https://cs.iubenda.com/autoblocking/1712381.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/stub-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/safe-tcf-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/iubenda_cs.js" charset="UTF-8" async></script>   <script type="text/javascript" id="hs-script-loader" async defer src="//js-eu1.hs-scripts.com/139496063.js"></script>  <script> window.proPlusStripeIdList = [ 'price_1N0nnyAIFQbpuTFVV8HBJfIM', 'price_1N0nnxAIFQbpuTFVA5MeJmVV', 'price_1NizMNAIFQbpuTFVMA2TVo5h', 'price_1NizLyAIFQbpuTFVAOS9WaHd', 'price_1NdF19AIFQbpuTFVxlv8XIJp', 'price_1O9VilAIFQbpuTFVML9tAoVX', 'price_1PkNglAIFQbpuTFV2RYbeu6y', 'price_1NcoH7AIFQbpuTFV9RGTPVZg' ]; </script> <script>!function () {var reb2b = window.reb2b = window.reb2b || [];if (reb2b.invoked) return;reb2b.invoked = true;reb2b.methods = ["identify", "collect"];reb2b.factory = function (method) {return function () {var args = Array.prototype.slice.call(arguments);args.unshift(method);reb2b.push(args);return reb2b;};};for (var i = 0; i < reb2b.methods.length; i++) {var key = reb2b.methods[i];reb2b[key] = reb2b.factory(key);}reb2b.load = function (key) {var script = document.createElement("script");script.type = "text/javascript";script.async = true;script.src = "https://s3-us-west-2.amazonaws.com/b2bjsstore/b/" + key + "/reb2b.js.gz";var first = document.getElementsByTagName("script")[0];first.parentNode.insertBefore(script, first);};reb2b.SNIPPET_VERSION = "1.0.1";reb2b.load("X0NW1GHRMMO4");}();</script>  <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-56ZBHT3');</script>   <script> (function(){var a=window.mutiny=window.mutiny||{};if(!window.mutiny.client){a.client={_queue:{}};var b=["identify","trackConversion"];var c=[].concat(b,["defaultOptOut","optOut","optIn"]);var d=function factory(c){return function(){for(var d=arguments.length,e=new Array(d),f=0;f<d;f++){e[f]=arguments[f]}a.client._queue[c]=a.client._queue[c]||[];if(b.includes(c)){return new Promise(function(b,d){a.client._queue[c].push({args:e,resolve:b,reject:d});setTimeout(d,500)})}else{a.client._queue[c].push({args:e})}}};c.forEach(function(b){a.client[b]=d(b)})}})(); </script> <script data-cfasync="false" src="https://client-registry.mutinycdn.com/personalize/client/dc82cf9a1e4605e6.js"></script>   <script src="https://tag.clearbitscripts.com/v1/pk_bebaa9db4ca35af82ab4d629c9fade2b/tags.js"></script>  <meta name="ahrefs-site-verification" content="66aece103bca959c12c16cf5b323db9dc7fa8ca10c21b52e1a86ed9e7c5153ff"> <script>!function(o,i){window.provesrc&&window.console&&console.error&&console.error("ProveSource is included twice in this page."),provesrc=window.provesrc={dq:[],display:function(){this.dq.push(arguments)}},o._provesrcAsyncInit=function(){provesrc.init({apiKey:"eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJhY2NvdW50SWQiOiI1ZWEyZTczNTRjNDQ0ZDQ1NzU0OWRhYWUiLCJpYXQiOjE1ODc3MzQzMjZ9.3BTkc-xMOUGxjeDJV_LuZh_FJ956iGxKa9mZGF4TRMA",v:"0.0.4"})};var r=i.createElement("script");r.type="text/javascript",r.async=!0,r["ch"+"ar"+"set"]="UTF-8",r.src="https://cdn.provesrc.com/provesrc.js";var e=i.getElementsByTagName("script")[0];e.parentNode.insertBefore(r,e)}(window,document);</script> <script> const eventsCalendar = [ { image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Events-Calendar/CMA/London%20-%20in-person.jpg', name: 'London', date: '4 December 2024', location: 'EMEA', type: 'Summits', description: 'Join your customer marketing peers in London for an unrivaled content, networking and learning opportunity.', buttonText: 'Find out more', url: 'https://events.customermarketingalliance.com/location/london', }, { image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Courses-workshops/Customer-Labs-assets/CMA_Membership_Dashboard_Assets_Learning_6%20(1)%20(1).png', name: 'Customer Labs workshop: Cultivating a customer-centric mindset: Strategies for success', date: 'December 11', location: 'Online', type: 'Workshops', description: 'Join an expert instructor and your peers in this members-only workshop series to elevate your customer marketing game.', buttonText: 'Sign up here', url: 'https://www.customermarketingalliance.com/customer-labs-workshops/', }, // Add more as needed ]; </script> <script> var eventsList = [ { 'title': 'Customer Marketing Summit', 'date': 'December 4, 2024', 'location': '<b>London</b>', 'url': 'https://events.customermarketingalliance.com/location/london/' }, ]; </script> <script> window.topNav = [ { name: 'Membership', itemList: [ { name: 'Membership plans', url: '', desc: 'Pick your path', itemList: [ { name: 'Freemium membership', url: '/insider-membership-plan/' }, { name: 'Pro membership', url: '/signup/' }, { name: 'Pro+ membership', url: '/pro-plus-membership/' }, ] }, { name: 'What is included?', desc: 'All you need to succeed', itemList: [ { name: 'Templates & frameworks', url: '/templates-frameworks/' }, { name: 'OnDemand videos', url: '/customer-marketing-ondemand/' }, { name: 'Exclusive content', url: '/tag/exclusive-content/' }, { name: 'Member perks', url: '/members-perks/' }, { name: 'Membership taster pack', url: '/cma-pro-membership-taster-pack/' }, { name: 'Membership release notes', url: '/whats-new-in-the-cma-membership-plans/' } ] }, ] }, { name: 'Certification', itemList: [ { name: 'Customer Marketing Core', desc: 'The A to Z of activating customers', itemList: [ { name: 'Customer Marketing Certified: Core', desc: 'The only accredited customer marketing certification', url: 'https://learn.customermarketingalliance.com/course/customer-marketing-certified-core' }, { name: 'View all courses', url: 'https://learn.customermarketingalliance.com/courses' }, ] }, { name: 'Masters Certified', url: '', desc: 'Get certified in any CM skill', itemList: [ { name: 'Consumer Psychology: Masters', url: 'https://learn.customermarketingalliance.com/course/consumer-psychology-masters' }, { name: 'Customer Advisory Boards: Masters', url: 'https://learn.customermarketingalliance.com/course/customer-advisory-board-masters' }, { name: 'Customer Research: Masters', url: 'https://learn.customermarketingalliance.com/course/customer-research-certified-masters' }, { name: 'Customer Advocacy: Masters', url: 'https://learn.customermarketingalliance.com/course/customer-advocacy-certified-masters' }, { name: 'Narrative Design: Masters', url: 'https://learn.customermarketingalliance.com/course/narrative-design-masters' }, { name: 'Storytelling: Masters', url: 'https://learn.customermarketingalliance.com/course/storytelling-certified-masters' }, ] }, ] }, { name: 'Resources', itemList: [ { name: 'Content hub', desc: 'Customer marketing insights', url: '/signup', itemList: [ { name: 'Articles', url: '/articles/' }, { name: 'eBook and Playbooks', url: '/ebooks-playbooks/' }, { name: 'Podcasts ', url: 'https://alliance.ghost.io/podcasts/?filter=podcast-filter-community-cma' }, { name: 'Reports', url: '/customer-marketing-alliance-reports/' }, { name: 'Create & contribute', url: '/create-and-contribute/' } ] }, { name: 'Research & reports', desc: 'Industry insights from us', url: '#', itemList: [ { name: 'Customer Marketing Salary and Industry Survey 2024', url: '/customer-marketing-salary-and-industry-report-2024/' }, { name: 'State of Customer Marketing report 2024', url: '/state-of-customer-marketing-report/' }, { name: 'Customer Marketing Salary report 2023/24 ', url: '/customer-marketing-salary-report/' }, { name: 'Report: Aligning customer marketing & success teams', url: '/aligned-customer-teams-report/' }, { name: 'Ones to Watch in 2024', url: 'https://www.customermarketingalliance.com/customer-marketing-ones-to-watch-in-2024/' }, { name: 'Essential elements of a Customer Marketing plan [eBook]', url: '/the-essential-elements-of-a-customer-marketing-plan-ebook/' }, { name: 'Guide to creating a customer reference program', url: '/create-a-best-in-class-customer-reference-program-ebook/' }, ] }, { name: 'Best of the rest', desc: 'Highlights from rest of the site', url: '/', itemList: [ { name: 'Customer Marketing Dispatch', desc: 'Signup to the monthly email', url: '/subscribe-to-customer-marketing-dispatch/' }, { name: 'CMA IQ', desc: 'Benchmark your competencies', url: '/customer-marketing-iq/' }, { name: 'Customer marketing framework', url: '/customer-marketing-framework/' } ] }, ] }, { name: 'Events', itemList: [ { name: 'Virtual events', desc: 'Connecting our global community', url: '#', itemList: [ { name: 'Customer Marketing Connection', desc: 'Webinar', url: '/tag/customer-marketing-connection/' }, { name: 'CMAnow: Live LinkedIn Webinar', desc: 'Webinar', url: '/tag/cmanow/' } ] }, { name: 'In-person', desc: 'Coming up', url: '#', itemList:[ { name: 'Customer Marketing Summit | London', desc: 'December 4', url: 'https://events.customermarketingalliance.com/location/london', }, { name: 'Customer Marketing Summit | New York', desc: 'March 11 & 12', url: 'https://events.customermarketingalliance.com/location/newyork', }, { name: 'Global 2024 Calendar', desc: '2024', url: 'https://events.customermarketingalliance.com/', }, ] }, { name: 'Quick links', desc: 'Plan ahead or catch up', url: '#', itemList: [ { name: 'Catch up OnDemand', url: '/customer-marketing-ondemand/', }, { name: 'Apply to speak at our events', url: '/call-for-speakers-customer-marketing-alliance/', }, { name: 'All events', url: 'https://live.customermarketingalliance.com/' } ] }, ] }, { name: 'Community', itemList: [ { name: 'Network', url: '#', desc: 'Connect and collaborate', itemList: [ { name: 'Slack community', url: '/join-the-customer-marketing-community/' }, { name: 'Meetups', url: '/cma-customer-marketing-meetups/' }, { name: 'Customer Marketing Alliance LinkedIn', url: 'https://www.linkedin.com/company/customer-marketing-alliance/' }, { name: 'Meet the ambassadors', url: '/meet-the-ambassadors/' } ] }, { name: 'Learn', url: '#', desc: 'Level up your career', itemList: [ { name: 'Customer Marketing Alliance Awards 2024 | Finalists', url: 'https://www.customermarketingalliance.com/customer-marketing-awards-finalists/' }, { name: 'Find a mentor', url: 'https://www.customermarketingalliance.com/find-a-customer-marketing-mentor/' }, { name: 'Become a mentor', url: 'https://www.customermarketingalliance.com/become-a-customer-marketing-mentor/' }, { name: 'Become an ambassador', url: '/become-cma-ambassador/' }, { name: 'CMA Awards | Winners | 2023', url: 'https://www.customermarketingalliance.com/customer-marketing-awards-2023-introducing-the-winners/' }, ] }] }, { name: 'About', itemList: [ { name: 'The basics', desc: 'Our journey & how to reach us', url: '#', itemList: [ { name: 'Mission', url: '/about/' }, { name: 'The team', url: '/meet-the-team/' }, { name: 'Contact', url: '/contact-us/' } ] }, { name: 'Get involved', desc: 'Get your name published', url: '/', itemList: [ { name: 'Create & contribute', url: '/create-and-contribute/' }, { name: 'Apply to speak at our events', url: '/call-for-speakers-customer-marketing-alliance/' }, { name: 'Partner with us', url: '/partner-with-us/' }, ] }] }, { name: "What's new?", url: '#', class: 'nav-whats-new' } ]; </script> <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script> <script> if (window.location.pathname === '/articles/') { document.title = 'Customer marketing articles | Customer Marketing Alliance'; } </script> <script>(function(w,r){w._rwq=r;w[r]=w[r]||function(){(w[r].q=w[r].q||[]).push(arguments)}})(window,'rewardful');</script> <script async src='https://r.wdfl.co/rw.js' data-rewardful='737c05'></script> <script> window.isTOCenabled = true; </script> </head> <body class="home-template post-template tag-customer-marketing tag-okrs tag-article"> <div class="site-wrapper"> <div class="inner nav-wrapper"> <div class="site-header-content"> <a href="/"> <div class="site-title"> <img class="site-logo" src="/content/images/size/w600/2024/07/CMA-FULL-SECONDARY-LOGO--ON-WHITE---1--1.png" alt="Customer Marketing Alliance" /> </div> </a> </div> <nav class="site-nav"> <div class="site-nav-left"> <div class="nav-login"> <a class="button primary small" href="/signin/">Log in</a> <a class="button primary small button-green" href="/signup/">Membership</a> </div> <div class="nav-icons" data-ghost-search> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"/></svg> </div>  <div class="modular-navigation"></div> <div class="nav-icons nav-mobile-modular"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg> </div>  </div> </nav> <script> if (window.topNav) { document.addEventListener('mouseover', (evt) => { let targetElement = evt.target; do { if (targetElement instanceof Element && targetElement.closest('.site-nav-left') || targetElement instanceof Element && targetElement.closest('.modular-navigation') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation-main') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation')) { return; } targetElement = targetElement.parentNode; } while (targetElement); const thisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (!document.querySelector('.modular-navigation-item-wrapper-active')) return; for (let i = 0; i < thisElementChildrenWrapper.length; i++) { thisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 10); } const thisElementChildrenWrapperThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); const selectAllThisElementChildrenWrapperSubThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper-active'); for (let i = 0; i < thisElementChildrenWrapperThird.length; i++) { thisElementChildrenWrapperThird[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapperThird[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSubThird.length; c++) { selectAllThisElementChildrenWrapperSubThird[c].classList.remove('modular-navigation-item-sub-third-wrapper-active'); selectAllThisElementChildrenWrapperSubThird[c].style.display = 'none'; } }, 10); } }); const getModularNavigation = document.querySelector('.modular-navigation'); function modularNavHandleOnClik(event) { const thisElement = event.target; const thisElementParent = thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/affiliates-and-referrals/">AFFILIATES AND REFERRALS</a> <a href="/tag/customer-advocacy/">CUSTOMER ADVOCACY</a> <a href="/tag/customer-and-market-research/">CUSTOMER AND MARKET RESEARCH</a> <a href="/tag/customer-collaboration/">CUSTOMER COLLABORATION</a> <a href="/tag/customer-marketing/">CUSTOMER MARKETING</a> <a href="/tag/customer-retention/">CUSTOMER RETENTION</a> <a href="/tag/customer-segmentation/">CUSTOMER SEGMENTATION</a> <a href="/tag/okrs/">OKRs</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/customer-marketing-alliance" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/CustomerMarket2" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/customermarketingalliance/" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.tiktok.com/@cm_alliance" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://youtube.com/@customermarketingalliance9422?si=U8Gymp22kYK9ZqTr" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="/join-the-customer-marketing-community/"><svg fill="#fff" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 80 80" width="20px" height="160px"><path d="M 27 7 C 26.449 7 26 7.449 26 8 C 26 8.551 26.449 9 27 9 C 27.551 9 28 8.551 28 8 C 28 7.449 27.551 7 27 7 z M 40 7 C 35.592874 7 32 10.592874 32 15 C 32 17.935513 33.631447 20.452449 36 21.841797 L 36 25 C 36 26.37066 36.94553 27.528978 38.210938 27.880859 C 38.537126 28.542191 39.212398 29 40 29 C 40.787602 29 41.462874 28.542191 41.789062 27.880859 C 43.05447 27.528978 44 26.37066 44 25 L 44 21.841797 C 46.088277 20.616853 47.531146 18.502112 47.853516 16 L 48 16 L 48 15 C 48 10.592874 44.407126 7 40 7 z M 53 7 C 52.449 7 52 7.449 52 8 C 52 8.551 52.449 9 53 9 C 53.551 9 54 8.551 54 8 C 54 7.449 53.551 7 53 7 z M 30 9 C 29.449 9 29 9.449 29 10 C 29 10.551 29.449 11 30 11 C 30.551 11 31 10.551 31 10 C 31 9.449 30.551 9 30 9 z M 40 9 C 43.326874 9 46 11.673126 46 15 C 46 17.397701 44.596351 19.449486 42.570312 20.414062 L 42 20.683594 L 42 22 L 40 22 L 40 24 L 42 24 L 42 25 C 42 25.56503 41.56503 26 41 26 L 39 26 C 38.43497 26 38 25.56503 38 25 L 38 20.683594 L 37.429688 20.414062 C 35.403649 19.449488 34 17.397701 34 15 C 34 11.673126 36.673126 9 40 9 z M 50 9 C 49.449 9 49 9.449 49 10 C 49 10.551 49.449 11 50 11 C 50.551 11 51 10.551 51 10 C 51 9.449 50.551 9 50 9 z M 25 14 C 24.449 14 24 14.449 24 15 C 24 15.551 24.449 16 25 16 C 25.551 16 26 15.551 26 15 C 26 14.449 25.551 14 25 14 z M 29 14 C 28.449 14 28 14.449 28 15 C 28 15.551 28.449 16 29 16 C 29.551 16 30 15.551 30 15 C 30 14.449 29.551 14 29 14 z M 51 14 C 50.449 14 50 14.449 50 15 C 50 15.551 50.449 16 51 16 C 51.551 16 52 15.551 52 15 C 52 14.449 51.551 14 51 14 z M 55 14 C 54.449 14 54 14.449 54 15 C 54 15.551 54.449 16 55 16 C 55.551 16 56 15.551 56 15 C 56 14.449 55.551 14 55 14 z M 30 19 C 29.449 19 29 19.449 29 20 C 29 20.551 29.449 21 30 21 C 30.551 21 31 20.551 31 20 C 31 19.449 30.551 19 30 19 z M 50 19 C 49.449 19 49 19.449 49 20 C 49 20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 39.326874 65.326874 42 62 42 C 58.673126 42 56 39.326874 56 36 C 56 35.79207 56.010859 35.587095 56.03125 35.384766 C 56.337112 32.349828 58.881056 30 62 30 z M 40 35 C 35.041484 35 31 39.041484 31 44 C 31 48.958516 35.041484 53 40 53 C 44.958516 53 49 48.958516 49 44 L 49 43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-customer-marketing tag-okrs tag-article "> <section class="post-full-content Customer marketing"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2022-06-14">14 June 2022</time> <span class="reading-time">10 min read</span> </section> <h1 class="post-full-title">How to make and structure your marketing goals: Why it's important for them to be flexible</h1> <section class="post-full-meta"> <a href="/tag/customer-marketing/">Customer marketing</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2022/06/gabriel-sanchez-_YQ199RNF48-unsplash--1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p></p><p>Goal setting’s an important thing to do when creating a marketing plan. Aligning your internal network to a unified goal can help perfect your marketing strategy in a number of ways. When done correctly, goal setting can help streamline, optimize, and enthuse your working environment and processes.<br></p><p>But what if the market you’re working in changes during the time period in which you’ve set these goals? Marketing is an area of business that’s constantly changing and shifting to new priorities, and half of the work is making sure you keep up with these dynamic trends.</p><p><br>One way to do this is to set goals with the understanding that you may have to change them, and be willing to do just that.</p><p>This article will cover:</p><ul><li><a href="https://www.customermarketingalliance.com/p/8f361749-e4d4-4378-9e24-ac25c8d56cc2/#:~:text=change%20your%20goals.-,What%20your%20goals%20should%20contain,-There%20are%20four">The features of a marketing goal,</a></li><li><a href="https://www.customermarketingalliance.com/p/8f361749-e4d4-4378-9e24-ac25c8d56cc2/#:~:text=departments%20you%E2%80%99ll%20need.-,How%20to%20structure%20your%20goals,-There%E2%80%99re%20a%20variety">How you can structure your goals,</a></li><li><a href="https://www.customermarketingalliance.com/p/8f361749-e4d4-4378-9e24-ac25c8d56cc2/#why-should-you-change-your-goals:~:text=Eve%20Chatfield-,Why%20should%20you%20change%20your%20goals%3F,-One%20of%20the">Why you should create goals with the flexibility for change, and</a></li><li><a href="https://www.customermarketingalliance.com/p/8f361749-e4d4-4378-9e24-ac25c8d56cc2/#when-is-it-time-to-change-your-goals:~:text=finalize%20your%20decision.-,When%20is%20it%20time%20to%20change%20your%20goals%3F,-In%20an%20information">When you should change your goals. </a><br></li></ul><h2 id="what-your-goals-should-contain"><strong>What your goals should contain</strong></h2><h2 id="what-your-goals-should-contain-1">What your goals should contain</h2><p>There are four key elements that, no matter how you present your goal, should always be included. These components are vital for having a clear understanding of what you’re aiming for in your marketing campaigns, and how to get there.</p><p></p><p>These components are as follows:</p><p><br><strong>Brand awareness</strong> - Your goals should align consistently with the companies overall style, and tone. Be aware of the company presence on social media and how other marketing strategies have interacted with customers in the past. Having a consistent brans allows your business to grow and attract your ideal customers.</p><p><strong>Impact</strong> - Make sure that your improvements are an act to improve, change, or amend your current processes. Understand clearly how and why making this goal will improve your organization's current performance, and make sure that the people who’ll be working towards this goal understand that too.</p><p><strong>Metrics for success </strong>- Clearly define how you will <a href="https://www.productmarketingalliance.com/measuring-the-things-that-matter-choosing-the-right-metrics-to-measure-your-sellers/?ref=customermarketingalliance.com"><u>measure</u></a> your progress towards the goal. Make sure the metric you set is challenging, but possible. Take into account your current resources and obstacles.</p><p><strong>Time frame for completion</strong> - Establish a time frame to make your goals more concrete, and plan the actions you must take to achieve the goal so they don’t remain vague and undetermined. <br></p><p><strong>Supporting initiatives</strong> - Supporting initiatives refers to the actions within your timeframe that engage your team into taking steps to achieve the goal. Establish the resources and support from other departments you’ll need. These’ll include the sales team, customer success, product marketing, and other marketing channels.</p><h2 id="how-to-structure-your-goals"><strong>How to structure your goals</strong></h2><p></p><p>There’re a variety of structures which you can use to set your marketing objectives, and the one you choose will depend on your organization, and your style of internal ecosystem.</p><h3 id="clear-template"><strong>CLEAR template</strong></h3><p>The CLEAR structure is one that identifies the areas that you should be setting goals, from both a logical and an emotional perspective. The acronym helps you ensure that your goals, for whatever time period you are setting them for, actually cover every area of work that you need.</p><p></p><p><strong>Collaborative</strong> - The goals you set should always bear in mind the importance of the collaborative aspect of your business. Internal goals should never clash, and should be made with the intention of streamlining and maintaining the momentum of your internal processes.</p><p><strong>Limited</strong> - Your goals should be realistic in their time and scope. Goals that don’t have a time limit or topic limitation will end up hanging in the air for months and are far more likely to get abandoned. The people working toward these goals should believe that they can achieve them, and have a good understanding of how they can achieve them.</p><p><strong>Emotional </strong>- When writing your goals, make sure that your team understands their significance. Choosing emotional beats to put into your goal can help your team connect with them easier, making them more passionate about fulfilling the goal.</p><p><strong>Appreciable</strong> - When your goals are large and ambitious, make sure to break them down into smaller, actionable steps for your team to address.</p><p><strong>Refinable</strong> - This is the important part. Be willing to modify your goals in response to new findings as they come out. Keep an eye on what is and isn’t working. Is there a new competitor in the market? Has your market subject had any sudden or significant changes? <br></p><p>Always be aware of trends and developing data so that you can adjust your aims and not be left behind.</p><h3 id="an-example"><strong>An Example</strong></h3><p>Implementing a CLEAR goal will look something like this: Say you have a project in mind for your team:</p><ul><li><strong>Collaborative</strong> - As project manager, I will work with my project team to ensure the successful completion of this qualification project.</li><li><strong>Limited </strong>- We will complete this project in 6 months’ time.</li><li><strong>Emotional </strong>- We understand that the success of this project will help the company… (increase customer retention, improve sales, support the launching of new products etc.)</li><li><strong>Appreciable</strong> - To achieve this, we’ll dedicate at least 30% of our time on it. We’ll complete at least 1 milestone every month to ensure we’ll successfully complete the project by the deadline.</li><li><strong>Refinable </strong>- Every week, we will come together to review our progress and resolve any roadblock so that we may achieve our milestone and timely completion of the qualification project.</li></ul><h3 id="smart-template"><strong>SMART template</strong></h3><p>SMART goals are usually best used for when you begin breaking down larger, more ambitious goals into smaller, actionable steps.</p><p><strong>Specific </strong>- Your goals need to be clearly defined and unambiguous so that you and your team understand what needs to be achieved and why.</p><p><strong>Measurable</strong> - In order to measure progress, and monitor if you’re on track to achieve these goals, you need to have a <strong>quantifiable outcome </strong>of this goal.</p><p><strong>Attainable</strong> - Take you current resources and team members into account, and make a goal that is challenging, yet possible for you to succeed at.</p><p><strong>Relevant</strong> - Make sure your goals are relevant to your overall business values and targets.</p><p><strong>Time-bound</strong> - Establish a start and end date for your goal, so that teams are constantly aware of the goal as they’re working. Giving your goals a time frame will also help avoid burnout and fatigue when it comes to the enthusiasm around achieving it. <br></p><p>A goal without a time limit risks teams losing sight of the aim. If it doesn’t have an end date it isn't a goal, but a chore.</p><h3 id="an-example-1"><strong>An Example</strong></h3><p>Here’s an example of a SMART goal in action. Say you want to improve your team's results. Your SMART goal will look something like this:<br></p><ul><li><strong>Specific </strong>- I will help my team get better sales leads, so they spend their time more efficiently by only selling to people who’re actually likely to purchase.</li><li><strong>Measurable</strong> - The aim is to increase sales by 5%.</li><li><strong>Achievable</strong> - The main reason our current leads don’t purchase is because they do not accurately match our buyer personas. By making sure our teams know who our targets are, and can match that to the leads we connect with, then our sales will more likely increase.</li><li><strong>Relevant</strong> -Our goals is to increase company sales by over 15% this year.</li><li><strong>Time-bound</strong> - We aim to meet our goals of increasing sales by 5% within the next 3 months. Then we will re-evaluate our strategy.</li></ul><h3 id="okr-template"><strong>OKR template</strong></h3><p>Objectives and Key Results, or OKRs, are different from other goals, as how you use them is slightly different. OKRs are more challenging for your team and ambitious in nature, but have measurable achievements.</p><p><strong>Objective</strong> - This goal setting type usually has one overarching objective. This is a simple but clear statement of what is to be achieved; no more, no less. The details of how you’ll reach this goal is detailed by the key results.</p><p><strong>Key results</strong> - The objective is supported by four to five key results. These are ways to benchmark the road to get to the objective. These should be specific, time-bound, and aggressive in order to meet the equally ambitious objective. <br></p><p>Key results shouldn’t leave any room for ambiguity. Either you complete a key result or you don’t. That way, there is no gray area when it comes to reviewing your successes.</p><h3 id="an-example-2"><strong>An Example</strong></h3><p>Here’s an example of an OKR in action. Say you want to improve your overall company growth. This is an ambitious goal. You’ll set out your OKR like this:<br></p><p><strong>Objective</strong> - Grow our business.</p><p><strong>Key results </strong>- Our key results to mark the success of this objective are to:</p><ul><li>Grow company revenue to $2M</li><li>Effectively launch our new product</li><li>Reduce churn to <5% annually through customer marketing<br></li></ul><p>OKRs often get confused with KPIs, but are distinctly different. If you want to learn more about OKRs we have a more in depth article here:</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/indicators-for-success-why-the-difference-between-okrs-and-kpis-are-important/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Indicators for success: Why the difference between OKRs and KPIs are important.</div><div class="kg-bookmark-description">Both Key Performance Indicators (KPIs) and Objective and Key Results (OKRs) are thrown around during conversation a lot, and knowing the difference between the two can be a little mystifying. In this article, we’ll help you understand the differences between the two and why they’re important.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/favicon.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/04/james-sutton-QqE158hev1I-unsplash--1-.jpg" alt=""></div></a></figure><h2 id="why-should-you-change-your-goals"><strong>Why should you change your goals?</strong></h2><p>One of the challenges of making goals is that you’re usually making them at a time when data is limited to you. Often, you work on assumptions from what marketing efforts worked in the last quarter, or what has worked for your competitors; but the business market is never so simple.</p><p>Making goals informed from data of a previous quarter or month is a good place to start, but you can’t really ever accurately account for the changes that may go on during the time period for which the goal is set.</p><p>If you start your quarter and realize that your OKRs don’t accurately reflect your business goals, then you shouldn’t see these markers as something you must stick to. Why continue aiming for something that is no longer accurate to your business ecosystem?</p><p>The one thing we aren’t saying is that you <strong>must</strong> change your goals. If you are happy with the aim you’ve set, and your team is happy as well, then there’s no reason to change things up and disrupt the workflow that propels them toward achieving that aim.</p><p>But what we <strong>are </strong>saying is that you shouldn’t be precious with these goals. We’ve collated some tips that are important to consider when determining which action to take.</p><p><strong>Assess</strong> - Monitor your goals and assess their effectiveness against market changes.</p><p><strong>Get feedback </strong> - The people who’re working with these goals are your team, and so it’s incredibly important to talk to your employees and get feedback from them on how well they think your current goals are working. Your customer marketing team will be the first ones to see any successful changes from these goals and, therefore, are also the best to tell you when they aren’t working.</p><p><strong>Research</strong> - Keep an eye on your competitors. If one or more of your competitors is suddenly changing their strategies, then it's important to pay attention and see if these changes apply to you too.It’s also good to analyze your own market and customer behaviors through platforms on social media. Noticing trends can help you make changes that put you ahead of the pack.</p><p><strong>Discuss</strong> - <a href="https://www.productmarketingalliance.com/are-internal-teams-communicating-effectively/?ref=customermarketingalliance.com">Communication</a> will always be a customer marketer's best friend, and setting or changing goals is no different. Communicate with your C-suite executives and other customer-facing departments to help you decide on whether to implement changes. They just have the perfect nugget of information to finalize your decision.</p><h2 id="when-is-it-time-to-change-your-goals"><strong>When is it time to change your goals?</strong></h2><p>In an information-packed work environment, your organization, team, and individual priorities are bound to change, and often. As a marketing manager, it can be difficult to know when to change your goals and how often.</p><p>Here are a few considerations to keep in mind:</p><p><br><strong>Expiration</strong> - Do your existing goals not have a dedicated time limit? Are any of them more than a year old? Evaluate all of your existing goals, and do some housekeeping to decide which ones need changes, which can remain the same, and which can be gotten rid of altogether.</p><p><strong>Trends</strong> - Keep an eye on how your customer base, as well as when the overall market in which you are based, <a href="https://www.productmarketingalliance.com/building-business-strategies-around-market-trends/?ref=customermarketingalliance.com"><u>changes</u></a>. Priorities and interests will <strong>always</strong> shift and change, and if you don’t keep up with your customer needs, then you’re going to be left behind.</p><p>This is expecially important when it comes to strategies and goals around content marketing, digital marketing, and social media. Here you are interacting with both existing and potential customers so you much make sure that your marketing activities align with their interests, otherwise you risk alientating both groups.</p><p><strong>Competitors</strong> - Competitors will have their own goals and objectives. As they’re competing for the attention of your target audience, they’ll be clamoring to find the next big thing that distinguishes them from you.</p><p>Keep an eye on any big changes made in the overall market landscape and in your competitor landscape, as both can give you indicators of changes to come. Ensure you’re ahead of the pack by <a href="https://www.productmarketingalliance.com/gathering-and-staying-on-top-of-competitor-intel/?ref=customermarketingalliance.com">adjusting your aims</a> as these changes happen. <br></p><p>Want to learn more about competitive intelligence? Our sister community, Product Marketing Alliance, has a whole Masters course dedicated to the subject!</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://certified.productmarketingalliance.com/p/competitive-intelligence-certified?_ga=2.255692360.1326481748.1654880791-712293823.1649931593&ref=customermarketingalliance.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Competitive Intelligence Certified | Masters</div><div class="kg-bookmark-description">Learn how to stay 10 steps ahead of the competition, and convert more customers into advocates.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://process.fs.teachablecdn.com/ADNupMnWyR7kCWRvm76Laz/resize=width:32,height:32/https://www.filepicker.io/api/file/qWBUUeIwSaa5ORwBLiWN" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.filepicker.io/api/file/RQpAzstiR1aPmxIkGEl3" alt=""></div></a></figure><p><strong>Customers </strong>- There are almost <a href="https://techjury.net/blog/how-many-websites-are-there/?ref=customermarketingalliance.com#gref">2 billion websites</a> currently active around the world, so your customers and prospects have near to an endless amount of options. If you don't account for changes in your target audiences’ preferences, and<a href="https://www.customermarketingalliance.com/why-customer-marketers-should-think-more-about-consumer-psychology/"> understand their psychology</a>, they will go elsewhere.<br></p><p><strong>Showcases</strong> - Every successful organization has unique approaches and priorities that distinguish them from others. You must make sure that you are showcasing this through the content you produce, be it blogs, articles, whitepapers, webinars, events, or more. <br></p><p>Make sure that the goal of the content you’re providing to prospects remains continually indicative of your brand.</p><h2 id="build-an-effective-customer-marketing-function"><strong>Build an effective customer marketing function</strong></h2><p>Setting and updating goals regularly is a vital part of ensuring that your customer marketing function is working smoothly and effectively. But that is not all that goes into these strategies. Bree Bunzel, Head of Customer Marketing for Dropbox, provides real-life insights and examples on how to best set up and perfect your customer marketing function. <br></p><p>Her article goes into:</p><p>🚴🏻‍♀️ Her journey into customer marketing,</p><p>🫀 What customer marketing is and why it is so important as a function,</p><p>😇 What best in class looks like, and</p><p>📏 How to measure impact and success.<br></p><div class="kg-card kg-button-card kg-align-center"><a href="https://www.customermarketingalliance.com/how-to-build-an-effective-customer-marketing-function-and-prove-roi/" class="kg-btn kg-btn-accent">Receive unique insights</a></div> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <p>Eve is a Junior Copywriter at Customer Marketing Alliance. She has been writing for as long as she can remember and enjoys creating content that helps others with their career goals.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/customer-marketing/">Customer marketing</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/the-persona-first-problem/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/The-persona-first-problem.png" alt="The persona first problem" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/the-persona-first-problem/"> <header class="post-card-header"> <h2 class="post-card-title">The persona first problem</h2> </header> <section class="post-card-excerpt"> <p>Personas are a core part of marketing strategies. This article explores the challenges that come with an overreliance on personas and introduces an alternative perspective....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">12 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/building-a-customer-led-marketing-strategy-lessons-of-success/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/CMA_Website_Article_Images_Author_Highlight--4---1-.jpg" alt="Build a customer-led marketing strategy: Lessons from our success journeys" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/building-a-customer-led-marketing-strategy-lessons-of-success/"> <header class="post-card-header"> <h2 class="post-card-title">Build a customer-led marketing strategy: Lessons from our success journeys</h2> </header> <section class="post-card-excerpt"> <p>Things like market research and competitive intelligence can clue you into features and capabilities that can be replicated into your own product plan - but customer relationships can't....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">6 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/five-strategies-for-an-anti-fragile-approach-to-marketing-what-your-cmo-should-know/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/5-strategies-for-an-anti-fragile-approach-to-marketing---What--your-CMO-should-know.png" alt="5 strategies for an anti-fragile approach to marketing: What your CMO should know" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/five-strategies-for-an-anti-fragile-approach-to-marketing-what-your-cmo-should-know/"> <header class="post-card-header"> <h2 class="post-card-title">5 strategies for an anti-fragile approach to marketing: What your CMO should know</h2> </header> <section class="post-card-excerpt"> <p>During a recession, it’s inevitable that budgets are cut, teams reduced, and plans scaled back. And it’s often marketing that gets the first cuts. But here, we have the tools you need to take a proactive approach to shoring up your marketing budgets, making them anti-fragile and recession-proof....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">10 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.customermarketingalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" /> <span>Customer Marketing Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">How to make and structure your marketing goals: Why it's important for them to be flexible</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=How%20to%20make%20and%20structure%20your%20marketing%20goals%3A%20Why%20it's%20important%20for%20them%20to%20be%20flexible&url=https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.customermarketingalliance.com/assets/img/sales/CMA%20FULL%20LOGO%20WHITE.svg?v=49cb5bde65" /> </a> </div> <div class="site-footer-content-title"> Our mission is plain and simple. We want to provide those in customer marketing positions with the resources and information they need to fulfill their potential. </div> </div> <div class="site-footer-social social-links"> <a href="https://www.linkedin.com/company/customer-marketing-alliance" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/CustomerMarket2 " target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/customermarketingalliance/" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.tiktok.com/@cm_alliance" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="https://youtube.com/@customermarketingalliance9422?si=U8Gymp22kYK9ZqTr" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="/join-the-customer-marketing-community/" target="_blank"><svg fill="#fff" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 80 80" width="20px" height="160px"><path d="M 27 7 C 26.449 7 26 7.449 26 8 C 26 8.551 26.449 9 27 9 C 27.551 9 28 8.551 28 8 C 28 7.449 27.551 7 27 7 z M 40 7 C 35.592874 7 32 10.592874 32 15 C 32 17.935513 33.631447 20.452449 36 21.841797 L 36 25 C 36 26.37066 36.94553 27.528978 38.210938 27.880859 C 38.537126 28.542191 39.212398 29 40 29 C 40.787602 29 41.462874 28.542191 41.789062 27.880859 C 43.05447 27.528978 44 26.37066 44 25 L 44 21.841797 C 46.088277 20.616853 47.531146 18.502112 47.853516 16 L 48 16 L 48 15 C 48 10.592874 44.407126 7 40 7 z M 53 7 C 52.449 7 52 7.449 52 8 C 52 8.551 52.449 9 53 9 C 53.551 9 54 8.551 54 8 C 54 7.449 53.551 7 53 7 z M 30 9 C 29.449 9 29 9.449 29 10 C 29 10.551 29.449 11 30 11 C 30.551 11 31 10.551 31 10 C 31 9.449 30.551 9 30 9 z M 40 9 C 43.326874 9 46 11.673126 46 15 C 46 17.397701 44.596351 19.449486 42.570312 20.414062 L 42 20.683594 L 42 22 L 40 22 L 40 24 L 42 24 L 42 25 C 42 25.56503 41.56503 26 41 26 L 39 26 C 38.43497 26 38 25.56503 38 25 L 38 20.683594 L 37.429688 20.414062 C 35.403649 19.449488 34 17.397701 34 15 C 34 11.673126 36.673126 9 40 9 z M 50 9 C 49.449 9 49 9.449 49 10 C 49 10.551 49.449 11 50 11 C 50.551 11 51 10.551 51 10 C 51 9.449 50.551 9 50 9 z M 25 14 C 24.449 14 24 14.449 24 15 C 24 15.551 24.449 16 25 16 C 25.551 16 26 15.551 26 15 C 26 14.449 25.551 14 25 14 z M 29 14 C 28.449 14 28 14.449 28 15 C 28 15.551 28.449 16 29 16 C 29.551 16 30 15.551 30 15 C 30 14.449 29.551 14 29 14 z M 51 14 C 50.449 14 50 14.449 50 15 C 50 15.551 50.449 16 51 16 C 51.551 16 52 15.551 52 15 C 52 14.449 51.551 14 51 14 z M 55 14 C 54.449 14 54 14.449 54 15 C 54 15.551 54.449 16 55 16 C 55.551 16 56 15.551 56 15 C 56 14.449 55.551 14 55 14 z M 30 19 C 29.449 19 29 19.449 29 20 C 29 20.551 29.449 21 30 21 C 30.551 21 31 20.551 31 20 C 31 19.449 30.551 19 30 19 z M 50 19 C 49.449 19 49 19.449 49 20 C 49 20.551 49.449 21 50 21 C 50.551 21 51 20.551 51 20 C 51 19.449 50.551 19 50 19 z M 27 21 C 26.449 21 26 21.449 26 22 C 26 22.551 26.449 23 27 23 C 27.551 23 28 22.551 28 22 C 28 21.449 27.551 21 27 21 z M 53 21 C 52.449 21 52 21.449 52 22 C 52 22.551 52.449 23 53 23 C 53.551 23 54 22.551 54 22 C 54 21.449 53.551 21 53 21 z M 18 28 C 13.592874 28 10 31.592874 10 36 C 10 40.407126 13.592874 44 18 44 C 22.407126 44 26 40.407126 26 36 L 26 35 L 25.796875 35 C 25.282076 31.084164 22.052768 28 18 28 z M 62 28 C 57.592874 28 54 31.592874 54 36 C 54 40.407126 57.592874 44 62 44 C 62.275445 44 62.548001 43.986375 62.816406 43.958984 C 64.695246 43.767248 66.384373 42.920314 67.652344 41.652344 C 69.101453 40.203235 70 38.203563 70 36 L 70 35 L 69.796875 35 C 69.282076 31.084164 66.052768 28 62 28 z M 18 30 C 21.326874 30 24 32.673126 24 36 C 24 39.326874 21.326874 42 18 42 C 14.673126 42 12 39.326874 12 36 C 12 32.673126 14.673126 30 18 30 z M 62 30 C 65.326874 30 68 32.673126 68 36 C 68 39.326874 65.326874 42 62 42 C 58.673126 42 56 39.326874 56 36 C 56 35.79207 56.010859 35.587095 56.03125 35.384766 C 56.337112 32.349828 58.881056 30 62 30 z M 40 35 C 35.041484 35 31 39.041484 31 44 C 31 48.958516 35.041484 53 40 53 C 44.958516 53 49 48.958516 49 44 L 49 43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> ABOUT </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="/create-and-contribute/">Contribute</a></li> <li class="nav-tag" role="menuitem"><a href="/partner-with-us/">Media Guide</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/about/">Mission</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/contact-us/">Contact</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/privacy-policy">Privacy Policy</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/terms-and-conditions">Terms of Service</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> RESOURCES </div> <ul role="menu"> <li class="nav-tag" role="menuitem"><a href="/articles">Articles</a></li> <li class="nav-tag" role="menuitem"><a href="/subscribe-to-customer-marketing-dispatch/">Newsletter</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> GENERAL </div> <ul role="menu"> <li class="nav-advisory-board" role="menuitem"><a href="/signup">Membership</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/join-the-customer-marketing-community/">Community</a></li> </ul> </div> <div class="site-footer-categories"> <div class="site-footer-categories-title"> Learn </div> <a href="/tag/affiliates-and-referrals/">AFFILIATES AND REFERRALS</a> <a href="/tag/customer-advocacy/">CUSTOMER ADVOCACY</a> <a href="/tag/customer-and-market-research/">CUSTOMER AND MARKET RESEARCH</a> <a href="/tag/customer-collaboration/">CUSTOMER COLLABORATION</a> <a href="/tag/customer-marketing/">CUSTOMER MARKETING</a> <a href="/tag/customer-retention/">CUSTOMER RETENTION</a> <a href="/tag/customer-segmentation/">CUSTOMER SEGMENTATION</a> <a href="/tag/okrs/">OKRs</a> </div> </div> </div> </div>  <script> var images = document.querySelectorAll('.kg-gallery-image img'); images.forEach(function (image) { var container = image.closest('.kg-gallery-image'); var width = image.attributes.width.value; var height = image.attributes.height.value; var ratio = width / height; container.style.flex = ratio + ' 1 0%'; }) </script>  <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-56ZBHT3" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>  <script> var beamer_config = { product_id : 'EGYSeqmT47008',//DO NOT CHANGE: This is your product code on Beamer selector : '.nav-whats-new' }; </script> <script type="text/javascript" src="https://app.getbeamer.com/js/beamer-embed.js" defer="defer"></script> <script id='pixel-script-poptin' src='https://cdn.popt.in/pixel.js?id=5216131db94ff' async='true'></script>  <script> (function() { function attachClickListeners(iframe) { const frameContent = iframe.contentDocument; const toggleParent = frameContent.querySelector(".gh-portal-products-pricetoggle"); if(!toggleParent) { console.error("Could not find any toggle parent"); return; } toggleParent.addEventListener("click", function (event) { if (event.target.matches(".gh-portal-btn")) { setTimeout(function () { setPortalPricing(iframe); }, 30); } }); } function setPortalPricing(iframe) { const frameContent = iframe.contentDocument; const productCards = frameContent.querySelectorAll(".gh-portal-product-card"); if(!productCards.length) { console.error("Could not find any product cards"); return; } // Cache the active buttons const monthlyBtnActive = frameContent.querySelector('[data-test-button="switch-monthly"].gh-portal-btn.active') != null; const yearlyBtnActive = frameContent.querySelector('[data-test-button="switch-yearly"].gh-portal-btn.active') != null; // Map for product display mode const productDisplayMode = { 'Pro+ membership': monthlyBtnActive ? 'none' : 'flex', 'Free': yearlyBtnActive ? 'none' : 'flex' }; productCards.forEach(function (element) { const productNameElement = element.querySelector(".gh-portal-product-name"); if(!productNameElement) { console.error("Could not find product name element in ", element); return; } const productName = productNameElement.textContent; console.log("productName", productName); element.style.display = productDisplayMode[productName] || 'flex'; }); } let intervalId; function callPortalIframe() { let portalIframe = document.querySelector("#ghost-portal-root iframe"); if (portalIframe) { portalIframe.addEventListener('load', function() { setPortalPricing(portalIframe); attachClickListeners(portalIframe); console.log("Pricing set and listeners attached"); // listen to event click on button const viewPlansButton = portalIframe.contentDocument.querySelector( '.gh-portal-btn-main.gh-portal-btn-primary[data-test-button="view-plans"]' ); if (viewPlansButton) { console.log(viewPlansButton); console.log("viewPlansButton was found!"); clearInterval(intervalId); // Stop checking once the button is found viewPlansButton.addEventListener("click", function (event) { console.log("viewPlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("viewPlansButton was not found on the page"); console.log(viewPlansButton); } const changePlansButton = portalIframe.contentDocument.querySelector('.gh-portal-btn.gh-portal-btn-list[data-test-button="change-plan"]'); if (changePlansButton) { console.log(changePlansButton); console.log("changePlansButton was found!"); clearInterval(intervalId); // Stop checking once the button is found changePlansButton.addEventListener("click", function (event) { console.log("changePlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("changePlansButton was not found on the page"); console.log(changePlansButton); } if(intervalId) { clearInterval(intervalId); intervalId = null; } }); } else { console.error("Could not find #ghost-portal-root iframe, retrying..."); if (!intervalId) { intervalId = setInterval(callPortalIframe, 1000); } } } document.addEventListener("DOMContentLoaded", function() { console.log("DOM fully loaded"); let currentUrl = window.location.href; let link = document.querySelector('a[href="https://www.customermarketingalliance.com/#/portal/signup/"]'); if(link){ link.addEventListener('click', function(event) { console.log('Link was clicked!'); callPortalIframe(); }); } else { console.log('The link was not found on the page'); } if ( currentUrl === "https://www.customermarketingalliance.com/#/portal/signup/" || currentUrl === "https://www.customermarketingalliance.com/#/portal/account/plans/" ) { callPortalIframe(); console.log("You are on the signup page"); } else if ( currentUrl === "https://www.customermarketingalliance.com/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account-free/#/portal" || currentUrl === "https://www.customermarketingalliance.com/pro-plus-membership-dashboard/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account/#/portal" ) { callPortalIframe(); console.log("You are on the portal/viewplans page"); } else { console.log("You are not on the signup/plan page"); } // Start observing the target node for configured mutations const targetNodePortalRoot = document.getElementById("ghost-portal-root"); if (targetNodePortalRoot) { const config = { attributes: true, childList: true, subtree: true }; const poratalObserver = new MutationObserver(function() { callPortalIframe(); }); poratalObserver.observe(targetNodePortalRoot, config); } else { console.error("Could not find #ghost-portal-root element"); } }); })(); </script>  <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.js?v=49cb5bde65" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.fitvids.js?v=49cb5bde65" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/ghost-lunr.js?v=49cb5bde65" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/search.js?v=49cb5bde65" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/%20built/jquery.fitvids.js?v=49cb5bde65"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); // window.inArticleAdList = [ // { // img: 'https://static.ghost.org/v3.0.0/images/publishing-options.png', // url: '/' // }, // { // img: 'https://static.ghost.org/v3.0.0/images/admin-settings.png', // url: '/' // } // ]; if (window.inArticleAdList && !window.inArticleAdListDisabled) { const getSelectPostContent = document.querySelector('.post-content'); const getSelectPostContentLength = parseInt(getSelectPostContent.children.length / 2); const getSelectPostContentItem = getSelectPostContent.children[getSelectPostContentLength]; const thisinPostAd = document.createElement('a'); thisinPostAd.classList.add('post-in-post-ad'); const getRandAdItem = inArticleAdList[Math.floor(Math.random() * inArticleAdList.length)]; thisinPostAd.style.backgroundImage = 'url(' + getRandAdItem.img + ')'; thisinPostAd.setAttribute('href', getRandAdItem.url); thisinPostAd.setAttribute('target', '_blank'); getSelectPostContentItem.parentNode.insertBefore(thisinPostAd, getSelectPostContentItem.nextSibling); } const getCertCta = document.querySelector('.get-cert-cta'); if (window.showGetCertCta && getCertCta) { getCertCta.style.display = 'block'; } </script> <script> window.intercomSettings = { app_id: "ihx5j8jg" }; </script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); </script> </body> </html>

CINXE.COM

How to make and structure your marketing goals: Be flexible