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Siebel Marketing User Guide > Planning and Budgeting for Marketing > Creating a Marketing Plan >
Setting Goals for the Marketing Plan
Each marketing plan can be associated with a set of goals. Each goal is a metric against which the performance of the plan will be measured. To create a goal for a marketing plan
- Navigate to the Marketing Plans screen.
- In the Marketing Plans list, drill down on the plan name.
- Click the Goals view tab.
- In the Marketing Plans form, from the Type drop-down list, select the appropriate type of plan.
- In the Goals list, click Apply Goal Template.
The goals from the template automatically populate the Goals list. If a template is not available, a message appears.
- If a goal template is not available, in the Goals list, create a new record.
- In the new record, complete the fields using Table 3 as a guide.
NOTE: Make sure that you select the appropriate number format for the goal type.
Table 3. Fields for Marketing Plan Goals
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Average Contribution Margin |
The average revenue margin on each order after deducting the cost of goods sold. |
Conversion Rate % |
The percentage of responses that convert to orders. |
Forecast Amount or Forecast Quantity |
If you know the expected forecast value, type it in the Forecast Amount or Forecast Quantity field. If you do not know the expected forecast value, leave the Forecast Amount or Forecast Quantity field empty, and add the value after you develop a forecast. |
Metric |
Type of goal. The following are some of the values for this field:
- Average Cost per Lead. (Number Format=Currency) The expected cost of all marketing activities in the plan divided by the number of sales leads generated.
- Average Cost per Opportunity. (Number Format=Currency) The expected cost of all marketing activities in the plan divided by the number of sales opportunities generated.
- Average Cost per Order. (Number Format=Currency) The expected cost of all marketing activities in the plan divided by the number of sales orders generated.
- # Leads. (Number Format=Integer) The number of sales leads this plan is expected to yield. The definition of lead may vary based on your company's business process.
- ROI %. (Number Format=Percentage) The Return on Investment percentage that this plan is expected to earn.
- Unit Volume. (Number Format=Integer) The number of product units that are expected to be sold as a result of this plan.
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Number Format |
The types of formats are Number (nonfinancial), Percentage (nonfinancial), and Currency (financial).
- If you select the Currency number format (a financial goal), complete the Target Amount field.
- If you select a different number format (a nonfinancial goal), in the Target Qty field, type the target number for the goal.
NOTE: If the goal has a Number Format of Percentage be sure to type whole number values, not decimal values. For example, an ROI goal of 15% should be typed as "15", not ".15".
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