When setting your targets, be firm!

There are several reasons to formulate firm, thorough targets. Once you've set them, you can 'measure' your targets and analyze the results. You can then use those results to adapt your targets insightfully. Targets form an excellent base to any good business case. If the recession faces you with budget cuts, there are two ways to get the budget you want. First of all, you can exceed your targets. Second, you can present a 'recession business case'. In both cases, targets are crucial to your success. Targets are measurable numbers you can define at specific levels. Use the 'down drill': turnover, profit, target, product, brand, channel, crossmedia, web presence and goals facilitating the connection to sales. Strong operational goals ensure you can keep track of campaign results, target audience turnover, web conversion, lead generation and customer value. That means you have a much bigger chance of getting the results you want!