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25 Examples of Marketing Goals

Marketing goals are targets for the marketing efforts of an organization, team or individual. The following are illustrative examples of marketing goals.


Revenue targets related to a strategy, product, service, campaign or initiative.
Generate $18 million in revenue in the first quarter with a series of promotional campaigns.

Monthly Recurring Revenue

Targets for revenue streams such as monthly recurring revenue.
Increase subscribers to 1 million customers representing monthly recurring revenue of $11 million.

Market Share

The percentage of a market you have captured with your products and services.
Increase market share to 17.5% of the residential solar panel market in the United States and Europe.

Market Penetration

The market share captured by a new product or service.
Capture 5% market share within 6 months of launch.


It is common for sales, revenue management and promotional teams to have a target for gross margins.
Achieve average gross margins of 47%.

Churn Rate

Churn rate is the percentage of customers that cancel their service in a period time.
Reduce churn rate to 0.7% per month.

Customer Loyalty

Measuring your loyal customers, often defined as a customer who has made a purchase within the trailing 3, 6, 12 or 18 months.
Increase loyal customers to 2,400.

Wallet Share

The percentage of your customer's spend on a product category that you capture.
Increase wallet share to an average of 17% of customer expenditures on shoes.

Goal Completion

Tracking how many customers complete some desirable action such as signing up for a loyalty card.
Achieve 50,000 new loyalty card members.


Targets for visits to a physical or digital location.
Increase average daily visitors to 300 for our Front street location.

Brand Recognition

Customers tend to purchase brands they recognize over those that are unfamiliar. As such, it is common for branding and promotion initiatives to use brand recognition as a target as this translates to higher revenue for some firms, particularly those with wide distribution.
Increase brand recognition to 76% of target market.

Brand Awareness

Brand awareness is the ability of customers to identify a brand by its attributes. For example, the ability of your customers to quickly identify your product on the shelves from its packaging design.
Improve brand awareness of our brand logo to 40% of target market.

Top of Mind

Top of mind is a brand awareness metric that is determined by asking members of a target market to name brands in a product category. For example, "can you name an airline?" Top of mind is the percentage of respondents that name your brand.
Increase top of mind brand awareness to 15% for the product category organic coffee.

Brand Image

Brand image is how customers think and feel about your brand. For example, asking customers if they feel an electronics brand has durable products.
Improve perceptions of durability to 90% of target market.

Customer Lifetime Value

Customer lifetime value is the average revenue produced by one customer over the entire customer relationship. This is increased by selling more to each customer and retaining customers for longer.
Increase customer lifetime value to $5000.

Customer Acquisition Cost

The average cost of acquiring a new customer including all marketing and sales expenses.
Reduce customer acquisition cost to $67.

Marketing Overhead

At the top level, marketing effectiveness may be measured by expressing all costs that can be attributed to your marketing and sales teams as a percentage of revenue.
Reduce marketing overhead to 7% of revenue.

Revenue Per Salesperson

A common way to measure the overhead cost of a sales team by dividing the total revenue generated by the team by the total employees on the team.
Increase revenue per salesperson to $14 million.

Win Rate

Win rate is the percentage of your proposals or bids that result in a sale.
Increase win rate to 40% of proposals.

Conversion Rate

Conversion rate is the percentage of customer visits that result in them completing a goal such as making a purchase.
Increase average conversion rate to 7%.

Return on Investment

Targets for return on investment for some expenditure such as a promotional campaign or product development program.
Achieve 800% return on investment within five years of product launch.

Time to Market

The time required to launch a product, service or improvement.
Achieve a time to market of 3 months for the new mattress product.

Time to Volume

Time to volume includes time to market plus the time it takes to reach a certain sales level.
Achieve a time to volume of 12 months for 50,000 units of the new mattress product.

Customer Satisfaction

Customer satisfaction is calculated by asking customers to rank their satisfaction. This is a common way to measure customer service.
Improve the customer satisfaction for business class customers on the Tokyo to Singapore flight to 70% from the current rating of 40%.

Customer Ratings

Customer ratings of products, services or service elements such as the meal on a flight. This can be ratings you calculate yourself by engaging customers or external ratings such as an ecommerce website that allows customers to rate products.
Improve our average rating on the top three travel sites to four stars out of five.
Overview: Marketing Goals
Targets for the marketing efforts of an organization, team or individual.
Related Concepts

Marketing Metrics

This is the complete list of articles we have written about marketing metrics.
Brand Awareness
Brand Recognition
Churn Rate
Conversion Rate
Cost Per Lead
Acquisition Cost
Experience Score
Lifetime Value
Customer Metrics
Penetration Rate
Market Share
Wallet Share
More ...
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Marketing Metrics

A list of common ways to measure marketing results.

Marketing Efficiency

An overview of marketing efficiency with calculation examples.

Active Customers

The definition of active customers with examples.

Market Share Analysis

A guide to market share analysis with examples.

Annual Recurring Revenue

The definition of annual recurring revenue with calculation examples.

Win Rate

The definition of win rate with calculation examples for sales proposals, sales revenue and advertising bids.

Brand Preference

An overview of brand preference.

Market Research Analysis

An overview of market research analysis with examples.

Marketing Analysis

An overview of marketing analysis with examples.

Market Sizing

The common types of market sizing with examples.


A few examples of benchmarking.

Sales Metrics

A list of common sales metrics.

Gross Margin

An overview of gross margin with calculation examples.

Sales Activities

An overview of sales activities with examples.

Sales Analysis

An overview of sales analysis with examples.

Sales Strategy

A list of sales strategies.
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