Marketing Your Business

5. Setting Targets

Marketing is a continuous process. To keep track of your progress - and how the market is changing - you will need yardsticks and milestones that mean something to you.

5.1 Set realistic targets to measure your performance against.

• What sales do you expect in your first 12 months for each customer or each type of customer?
• What sales do you expect from each type of product or service?
• What sales growth should you aim for?
• How much should you spend on marketing, month by month?

5.2 Investigate missed targets.

• Has something gone wrong, or have circumstances changed? What can you do about it?

5.3 Continuously review your marketing plan.

• As the market changes, so should you.