Goals should be set for each campaign and defined in the Campaign Brief and entered into the HubSpot Campaigns tool (where the client is using HubSpot for campaigns).
Programme Goals
At the kick-off session for any new client we will ask a bunch of questions around:
- Current pain points
- What they are hoping to get out of the programme / what the promised land looks like
- How they will measure the success of the programme
This information is captured in the Kick-off presentation and should direct the Onboarding project as well as the Success Kick-off - however, these are not set as "SMART" goals - being they are a general direction and not specific metrics that we will report on ongoing.
Legacy Programme SMART Goals
When we started H&D we originally defined SMART Goals at kick-off, however, this was fraught with ongoing issues and so we removed this from our process and product set in June 2019. The key issues with defining Programme SMART Goals at kick-off:
- Bad way to start if the expectations on what can be delivered for the spend is out of whack with client expectations
- Very little is known about the account
- We regularly do not have information from keyword research to structure this discussion
Campaign Goals
Campaign goals are defined during the campaign brief and should be signed off by the client prior to execution with the delivery team.
The following information is required before setting the campaign goals:
- Media Spend
- Channels
- Anticipated Average CPC (per channel)
- Time Period
- Anticipated Landing Page Conversion Rate
- Anticipated MQL to SQL Conversion Rate (where applicable)
- Anticipated SQL to Opportunity Conversion Rate (where applicable)
- Anticipated Opportunity to Customer Conversion Rate (where applicable)
- Anticipated Average Lifetime Revenue per Customer (where possible, can change for eCommerce to order value)
- Visits: Spend / CPC
- MQLs: Visits * Landing Page Conversion Rate
- SQLs: MQLs * MQL to SQL Conversion Rate
- Opportunities: SQLs * SQL to Opportunity Conversion Rate
- Customers: Opportunities * Opportunity to Customer Conversion Rate
- Revenue: Customers * Revenue (either Lifetime or Order Value dependent on eComm/instant sale or other)
- ROMI: (Revenue-Spend)/Spend
Campaign goals should be entered into:
- Campaign brief - both for Campaigns delivered as part of Onboarding as well as new Success and One-off Campaigns
- Where the client uses HubSpot, the HubSpot Campaign Goals
Ongoing Reporting
- Campaign Goals should be combined across the account and reported on ongoing