SMART Objectives

When setting objectives in a marketing plan (or indeed anywhere) it is essential that they are SMART:  

S - Specific

M - Measurable

A - Agreed

R - Realistic

T - Time-bound

If any of these parts are missing, it is not a truly achievable objective. An example of a SMART objective could be:

"I want to go skiing in St Moritz by January 31st 2007."

Specific? - yes, St Moritz is a specific place and skiing a specific activity. Measurable - yes, you're either there or you're not. Agreed? - well hopefully family and friends have OK'd it! Realistic? - yes, why not (unless you ski as badly as I do)? Time-based? - yes, there is a deadline.