Comments on: The difference between marketing objectives and marketing goals?

By: Dave Chaffey

Dave Chaffey — Sun, 19 Jun 2016 13:04:56 +0000

In reply to rieks.

Hello Rieks, thanks for your intelligent thoughts on this!

Yes, it’s beyond semantics, instead on improved processes based on a shared understanding and labels.

I think objectives vs goals is an interesting case since people in business use them interchangeably (much like efficiency vs effectiveness and strategy vs tactics), yet the specific differences do matter if the business to improve.

I agree the labels themselves don’t matter too much – it’s how the team use them to review + improve performance that is important.

By: rieks

rieks — Sun, 19 Jun 2016 07:40:15 +0000

I forgot to explicitly mention that once you properly define the concepts you need, you are then free to suggest terms that are in widespread use, or entirely different ones. David Sommerville seems to have had problems with others using different names for these concepts. What I do to solve this is (1) get agreement about the concept itself (i.e. how you distinguish an instance of a concept from a non-instance of that concept) while disregarding how people call the concept, and (2) when we have reached agreement, try to get agreement on how we would like to refer to such concepts (which term, how to call these things). As long as we have agreement about the concept, I personally don’t mind how the participants in the discussion want to call it.

By: rieks

rieks — Sun, 19 Jun 2016 07:32:06 +0000

Very nice to see someone point out semantic differences between (in this case) ‘goals’ and ‘objectives’, and argue that it helps to clearly distinguish between the concepts that these words represent.
However, I would not emphasize the definitions of the terms (‘goals’ and ‘objectives’), but the importance of having the underlying concepts in place – regardless of the term you use to refer to them. E.g.:
– we need descriptions of what we will see in say, 3-5 years from now, as we pursue our mission. Lets call such descriptions ‘goals’.
– we need a description of specific targets to reach, each of which is associated with a goal. Such a description must be associated with a means to ascertain whether or not the target has been reached. Let’s call such a description an ‘objective (for that goal)’. Note that the set of objectives associated with the goal provides a comprehensive overview idea of will be done to reach that goal.
– we need an indicator (measuring tool) that helps us assess the measure in which a specific objective is being realized. Indicators are numbers (in some unit), and function like a thermometer does: while it provides the number, it does not provide a judgement about something (e.g. a thermometer tells you that it is 21 degrees and nothing else). Let’s call indicators that is useful for measuring performance of actors as they attempt to realize an objective KPIs (for such objective(s)).
– we need indicators that help us assess the measure in which goals are being met. Note that such indicators do not measure performance, but rather whether or not the vision is realized. The point here is that if the stated objectives turn out to be insufficient for reaching the associated goal entirely, you will not see that by simply using KPIs. Therefore, you need indicators that help to assess the effects you want to see from having reached the goals you set. Let’s call these indicators KEIs (Key Effect Indicators) for a/some goal(s).
– etc…

By: Gtdagenda

Gtdagenda — Fri, 15 Nov 2013 14:53:00 +0000

If you’d like a tool for setting your goals, you can use this web application:

Gtdagenda.com

You can use it to manage your goals, projects and tasks, set next actions and contexts, use checklists, and a calendar.
Syncs with Evernote and Google Calendar, and also comes with mobile version, and Android and iPhone apps.

By: Dave Chaffey

Dave Chaffey — Mon, 11 Nov 2013 17:08:00 +0000

In reply to David Somerville.

Great minds…! It’s difficult to standardise when these terms are used interchangeably at all levels of education. I think the best we can do is prefix, e.g. general aims, SMART objectives so that at least’s it’s clear from the adjective.

By: David Somerville

David Somerville — Mon, 11 Nov 2013 17:02:00 +0000

I am just spending some time looking at different definitions around this, as my viewpoint was the same as yours in terms of the hierarchy, but others internally disagreed.

As you say, provided there is a consistent naming convention that everyone is clear on then that is the key thing 🙂

By: Dave Chaffey

Dave Chaffey — Sat, 09 Nov 2013 09:46:00 +0000

In reply to James Abbott.

Thanks James – “On the same page” – like that = “same report/dashboard”

By: James Abbott

James Abbott — Fri, 08 Nov 2013 13:52:00 +0000

A timely post that serves as a good reminder that when talking with people from different departments or businesses to make sure you clarify terminology so that you are all on the same page.