Marketing goals

In marketing, goals are used to define what needs to happen for your product or service to reach the right customers and do well in the market. They should be easy to measure and achievable within a fixed time frame, typically 3-12 months.

In Aha!, goals are used to drive strategy throughout your planning process. Goals can be linked to everyday work like activities and schedules. These links ensure that your team is working towards what matters most — accomplishing your goals.

Goals are often achieved using strategic initiatives. You can link your goals and initiatives together, then add a time frame in which you expect them to be completed. When you are ready, share your goals with team members and key stakeholders using Aha! presentations.

Examples of goals include:

  • Drive leads to inside sales by 250 per month
  • Raise trial-to-paid conversion rate by 5%
  • Enhance social media presence by 500,000 followers
  • Publish 5 more customer success stories per month
  • Rank #1 in search for market-leading keywords


Add goals

To add a goal, navigate to Strategy > Goals. If you have not entered any goals yet, Aha! will prompt you. To add a new goal, click Add goal. Enter the goal name, an optional description, and the success metric of your new goal.

Filter, chart, and compare goals

To filter your goals by status or time frame, navigate to Strategy > Goals and click one of the filter dropdowns in the top-left corner.

The chart located on the Strategy > Goals page helps you visualize all of your goals — or just the filtered ones — so you can understand how your goals compare against one another as you decide which ones to pursue. To add a goal to the chart, drag a goal card onto the chart and place it in the correct position for comparison.

To edit the axis names or labels, click on a name or label and begin typing. Customize this text to use terminology that fits how you want to map them.

Link goals to initiatives

While goals can be independent entities, they are often achieved using strategic initiatives. You can link goals to initiatives by clicking on a goal and choosing a value in the Initiatives field.

For example, you may have a goal to "Launch display advertising" by introducing two major campaigns in the second half of the year. You could accomplish this goal by creating an initiative to "Set up Google and Facebook campaigns." You may also have a higher level goal at a marketing line level to "Grow new customers by 2x in 2019." These can be linked together directly from the Strategy > Goals or Strategy > Initiatives pages.

Link goals to schedules and activities

Schedules and activities can be linked to any goal in your marketing hierarchy. Linking goals to schedules and activities shows your team how their work contributes to your overall marketing strategy.

To link a goal to a schedule, navigate to the schedule drawer located at Activities > Board > Choose a schedule. Then, click the Goals field and choose the goals that best align with the schedule.

It can also be important to link activities to goals so that you highlight an activity’s strategic importance. This is especially helpful when prioritizing activities.

To link a goal to an activity, navigate to the activity drawer located at Activities > Board > Choose an activity. Then, click the Goals field and choose the goals that best align with your activity.

Note: Records in Aha! do not inherit strategic links from each other. For example, linking a goal to a schedule will not link any activities associated with that schedule to the goal. Read this article if you also want to link initiatives to schedules, activities, or other Aha! records.


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