Siebel Marketing User Guide > Planning and Budgeting for Marketing > Process of Creating Marketing Plans and Budget Requests >

Setting Goals for Marketing Plans

Each marketing plan can be associated with a set of goals. Each goal is a metric against which the performance of the plan is measured. If you need additional metrics that are separate from performance objective goals, then you can create assumptions for a goal. An assumption is a presumed factor in the achievement of a goal. For example, the goal of the campaign might be a 20% ROI, with the assumption that the total cost is less than $10,000.00. An assumption record uses the same fields as a goal record.

This task is a step in Process of Creating Marketing Plans and Budget Requests.

The following procedure shows how to create a goal for a marketing plan.

To create a goal for a marketing plan

1. Navigate to the Marketing Plans screen.
2. In the Marketing Plans list, click a plan name.
3. In the Marketing Plans form, use the Type drop-down list to choose a type of plan.
4. Click the Goals view tab.
5. In the Goals list, click Apply Goal Template.

   The goals from the template populate the Goals list.

   NOTE:  The goal template is controlled by the Type field. If you apply the template with an incorrect type selected, then you can change the type and click Apply Goal Template again. If a template is not available, then a message appears indicating that there is no active goals template for the specified type that you chose in Step 3.

6. If a goal template is not available, then in the Goals list, create a new record.
7. In the new record, complete the fields using the following table as a guide.

   NOTE:  Make sure that you select the appropriate number format for the goal type.

   Field	Description
   Metric	Type of goal. Some of the values for this field are: Average Cost per Lead. (Number Format equals Currency) The expected cost of the marketing activities in the plan divided by the number of sales leads generated. Average Cost per Opportunity. (Number Format equals Currency) The expected cost of the marketing activities in the plan divided by the number of sales opportunities generated. Average Cost per Order. (Number Format equals Currency) The expected cost of the marketing activities in the plan divided by the number of sales orders generated. # Leads. (Number Format equals Integer) The number of sales leads this plan is expected to yield. The definition of lead might vary based on your company's business process. ROI %. (Number Format equals Percentage) The Return on Investment percentage that this plan is expected to earn. Unit Volume. (Number Format equals Integer) The number of product units that are expected to be sold as a result of this plan.
   Number Format	The types of formats are Number (nonfinancial), Percentage (nonfinancial), and Currency (financial): If you select the Currency number format (a financial goal), then complete the Target Amount field. If you select a different number format (a nonfinancial goal), then in the Target Qty field, enter the target number for the goal. NOTE:  If the goal has a Number Format of Percentage then be sure to enter whole number values, not decimal values. For example, an ROI goal of 15% must be entered as "15", not ".15".
   Target Amount	If the number format is Currency, then use this field to specify the amount.
   Target Qty	If the number format is anything other than Currency, then use this field to specify the number.
   Forecast Amount or Forecast Quantity	If you know the expected forecast value, then enter it in the Forecast Amount or Forecast Quantity field. If you do not know the expected forecast value, then leave the Forecast Amount or Forecast Quantity field empty, and add the value after you develop a forecast.

8. (Optional) In the Assumptions form, create assumptions for the goal.