--- title: Marketing Goals + Documented Strategy = More Marketing Success description: Success Starts With Defined Marketing Goals and a Documented Strategy. Companies that have defined KPIs are 4x more likely to report marketing success. image: https://www.jonespr.net/hubfs/Marketing%20Goals-1.jpg --- [![](https://www.jonespr.net/hubfs/Marketing%20Goals-1.jpg) ](https://www.jonespr.net/eight-arms-blog/marketing-goals-documented-strategy-more-marketing-success) # Marketing Goals + Documented Strategy = More Marketing Success BY:   [ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones) ![Marketing Goals](https://www.jonespr.net/hs-fs/hubfs/Marketing%20Goals.jpg?width=600&name=Marketing%20Goals.jpg)   Can you reel off the goals your marketing department has set for 2018? What are your targets for lead generation, lead-to-sale conversion rates, average revenue from marketing-influenced customers? Had you even set those kinds of marketing goals? According to [CoSchedule](https://coschedule.com/marketing-statistics), setting goals is one of the first steps toward marketing success, with marketers who set goals being 4 times as likely to report success as those who don’t. Not only do they set goals, but they define their key performance indicators (KPIs) and document the marketing strategy they will use to attain those goals.      We agree with the need to set goals that have defined measurements, document a specific strategy, and then review data to make changes as needed after implementing the strategy. We spell out those steps and our reason behind them in our JONES Marketing Methodology. Click here to see “[How We Do It.](https://www.jonespr.net/how-we-do-it)” Or check out our blog posts and resources with more details on goal-setting for marketing: - [Quick Marketing Tip: Set Smart Goals for 2018](https://www.jonespr.net/inboundaccelerator/quick-marketing-tip-set-smart-goals-for-2018) - [How to Calculate Your Lead Goals for Sales & Marketing template](https://www.jonespr.net/how-to-calculate-your-lead-goals-for-sales-and-marketing) - [Analysis Mistake: Not Having Goals to Measure Against](https://www.jonespr.net/problem-solution-analytics-metrics) - [How to Set Data-Based Expectations for the Sales Team](https://www.jonespr.net/inboundaccelerator/how-to-set-data-based-expectations-for-the-sales-team)  ![jones-infographic-marketing-goals-success](https://www.jonespr.net/hs-fs/hubfs/jones-infographic-marketing-goals-success.jpg?width=1043&name=jones-infographic-marketing-goals-success.jpg) ## 6 Steps To Creating Enviable Brands Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company. [![Download](https://no-cache.hubspot.com/cta/default/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4) ![sb_6StepsToEnviableBrands](https://www.jonespr.net/hs-fs/hubfs/CTAs/Campaign%20Name%20Scorecard/sb_6StepsToEnviableBrands.jpg?width=220&height=260&name=sb_6StepsToEnviableBrands.jpg) ![Half Dotted Circle Background](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/CTA%20Graphics/Half%20Dotted%20Circle%20Background.png?width=136&height=264&name=Half%20Dotted%20Circle%20Background.png) --- ## **Keeping Up with Kristin** ![Kristin Jones BW photo 2017](https://www.jonespr.net/hs-fs/hubfs/Kristin%20Jones%20BW%20photo%202017.jpg?width=640&height=640&name=Kristin%20Jones%20BW%20photo%202017.jpg) [![Octavia-LinkedIn-2](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Octavia-LinkedIn-2.png?width=39&height=39&name=Octavia-LinkedIn-2.png)](https://www.linkedin.com/in/kristinjonespr/) [![Red Twitter Icon](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Red%20Twitter%20Icon.png?width=39&height=39&name=Red%20Twitter%20Icon.png)](https://twitter.com/kcjonespr) I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events. Meet up with me when I’m in your city. Where will I be next? [Meet Kristin](https://www.jonespr.net/meetings/kristinjones/networking-call-with-kristin-jones) ## Subscribe to Eight Arms Subscribe to the Eight Arms blog to get our most recent content. [![Subscribe](https://no-cache.hubspot.com/cta/default/402746/a921f342-e657-4bca-b6bf-48dbea1e0628.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/a921f342-e657-4bca-b6bf-48dbea1e0628) ![Jugling Octavia Left Facing](https://www.jonespr.net/hs-fs/hubfs/Website%20Images/Octavia%20Webpage/Jugling%20Octavia%20Left%20Facing.png?width=564&height=471&name=Jugling%20Octavia%20Left%20Facing.png) ## Related Posts [![Rate Your Marketing-Sales Relationship (quiz)](https://www.jonespr.net/hs-fs/hubfs/Rate%20Your%20Marketing-Sales%20Relationship%20(quiz).jpg?width=352&name=Rate%20Your%20Marketing-Sales%20Relationship%20(quiz).jpg) ](https://www.jonespr.net/eight-arms-blog/rate-your-marketing-sales-relationship-quiz) ### [Rate Your Marketing-Sales Relationship (quiz)](https://www.jonespr.net/eight-arms-blog/rate-your-marketing-sales-relationship-quiz) [![Quick Marketing Tip: Set SMART Marketing Goals for 2018](https://www.jonespr.net/hs-fs/hubfs/Blog%20Dec%2018%202017.jpg?width=352&name=Blog%20Dec%2018%202017.jpg) ](https://www.jonespr.net/eight-arms-blog/quick-marketing-tip-set-smart-goals-for-2018) ### [Quick Marketing Tip: Set SMART Goals for 2018](https://www.jonespr.net/eight-arms-blog/quick-marketing-tip-set-smart-goals-for-2018) [![](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/2024%20Images/JPR-BlogHeaderImages2023-129.png?width=352&name=JPR-BlogHeaderImages2023-129.png) ](https://www.jonespr.net/eight-arms-blog/using-marketing-surveys-roadmap-to-success-infographic) ### [Using Marketing Surveys: Roadmap To Success (infographic)](https://www.jonespr.net/eight-arms-blog/using-marketing-surveys-roadmap-to-success-infographic) [MEET THE JONESES](https://www.jonespr.net/meet-the_joneses) [HOW WE DO IT](https://www.jonespr.net/how-we-do-it) [HUBSPOT CRETIFIED](https://www.jonespr.net/certified-partner) [EIGHT ARMS BLOG](https://www.jonespr.net/eight-arms-blog) [info@jonespr.net](mailto:info@jonespr.net)   [![pinterest_icon](https://www.jonespr.net/hs-fs/hubfs/Jones_PR_Project/images/pinterest_icon.png?width=30&height=28&name=pinterest_icon.png) ](https://www.pinterest.com/JONESMarketing/) [![facebook](https://www.jonespr.net/hs-fs/hubfs/Images/facebook.png?width=28&height=28&name=facebook.png) ](https://www.facebook.com/339371666253250) [![twitter](https://www.jonespr.net/hs-fs/hubfs/Images/twitter.png?width=28&height=28&name=twitter.png) ](https://twitter.com/scottmjonespr) [![linkedin_icon](https://www.jonespr.net/hs-fs/hubfs/Jones_PR_Project/images/linkedin_icon.png?width=30&height=28&name=linkedin_icon.png) ](https://www.linkedin.com/company/jones-public-relations/mycompany/) [![New call-to-action](https://no-cache.hubspot.com/cta/default/402746/0546161d-c180-455c-9a73-2d081075b1d4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/0546161d-c180-455c-9a73-2d081075b1d4) ### Want to Keep Up? We’ll take you from where you are to where you want to be. [![Join Jones](https://no-cache.hubspot.com/cta/default/402746/c6b47f77-1192-4498-85be-10c0cbd9c80a.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/c6b47f77-1192-4498-85be-10c0cbd9c80a) ### Refer a Friend Do you know a company that has the potential to become the envy of its industry?  If so, refer your friends to us. If they join Jones, we’ll give you a $500 Visa gift card. [Make an Introduction Today * *](https://www.jonespr.net/refer_a_friend?__hstc=11961003.1a5be42b66ef27d6cab66ae83c913d43.1697645107592.1700161460234.1700240011412.5&__hssc=11961003.1.1700240011412&__hsfp=561747742) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kristin Jones", "url" : "https://www.jonespr.net/eight-arms-blog/author/kristin-jones" }, "datePublished" : "2018-03-02T14:00:00.000Z", "headline" : "Marketing Goals + Documented Strategy = More Marketing Success", "image" : [ "https://www.jonespr.net/hubfs/Marketing%20Goals-1.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.jonespr.net/eight-arms-blog/marketing-goals-documented-strategy-more-marketing-success", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.jonespr.net/hubfs/JonesLogo-RGB-1.png" }, "name" : "Jones PR" } } ```