First, the goal of the sales team is to make a strategy for the development of the enterprise, so is the marketing team. A team without goals has no cohesion. 1. For individuals, the power of goals lies in: setting a clear direction for people's behavior, so that people can fully understand the purpose of each job; Knowing what is most important helps to arrange time reasonably; Force yourself to plan ahead and seize today; So that people can clearly evaluate the progress of each work and actively review the efficiency of each work; Let people "see" the results before they get them, thus generating continuous confidence, enthusiasm and motivation; 2. For enterprises, management by objectives can promote the realization of the company's strategic plan; Management by objectives can bring the effect of "improving morale, grasping key points and concentrating"; Management by objectives makes it possible to "solve problems"; Management by objectives can cultivate capable people; 3. Factors that our marketing team should consider when setting goals: the impact of industry environment Any industry will be affected by national policies and market environment. Some industries are declining, while others are growing. When making the goal of our marketing team, we must adjust the marketing target strategy appropriately according to the current economic situation. Analysis of competitors In the field of marketing, I always think that when competitors are in a weak position, it is the best time for us to attack. At the same time, we should also remember that there is no off-season market, only off-season ideas. In the so-called off-season, instead of resting at home, we build brands, exercise teams and practice internal strength. When the peak season comes, we try our best to make profits and occupy the market. Therefore, we should combine the competitive strategies of our competitors to formulate our marketing objectives. If our goal is not as fast as that of our competitors, we may be in a passive position in the future competition. The present situation of our own marketing team, our own marketing team's combat capability, advantages and disadvantages, should be deeply analyzed. If you set your own goals, your marketing team's marketing ability can't keep up, the personnel are unstable, and the goals can only become an armchair strategist; The achievement of marketing objectives must be based on the marketing ability of the current marketing team, whether the personnel are stable, and whether there is enough marketing ability training system and customer service system. 4. If the marketing target can't be achieved, the company's strategy can't be implemented; Seize the market by competitors; The company's profits have fallen; Customers and employees are not well served and treated; The marketing team has no fighting spirit and sense of purpose; The overall execution of the company declined; Second, the process of target decomposition of sales team: 1, target decomposition procedure: the target decomposition of sales team must be top-down decomposition: what will happen if the target of a marketing team is set from bottom to top? Case study: Wang Guanjun, sales manager: I have worked in the furniture industry for a long time, and the performance of the marketing team led by me has not made much breakthrough and development. The company decided to carry out rectification at the end of the year and merge unsuitable teams. The premise of this rectification is to see in time the development ideas of some managers of various marketing teams and their determination to meet the performance standards next year. At a manager meeting, the general manager of the company asked each marketing manager to make the sales plan and sales performance target of each team for the next year. This is the sales target of Wang Guanjun's own team. It seems that he has thought it over and is ready, and blurted it out without hesitation. The managers of other departments have thought about it for a long time and haven't said a number yet. In the end, after all marketing departments reported their performance, Wang Guanjun's performance was the one with the least performance target among all marketing teams. After the meeting, the general manager consulted with Wang Guanjun, and finally learned that his goal setting method was to let everyone under his command write down the sales performance target for the next year. Finally, he added them together and reported them to the general manager. Let's imagine, is it reasonable to set such a goal as Wang Guanjun? In a marketing team, many marketers basically set their own goals based on past performance. Many marketers set their own goals that are very conservative, not challenging, and even can be achieved without much effort. Think about it, such a marketing team must be a sheep in the market competition, without fighting capacity and challenge. Therefore, it is difficult for the team led by Wang Guanjun to create higher performance in the company. The first team of company reform is his marketing team. Therefore, we must combine the company's development strategy, clarify the company's guiding principles and market competition dynamics to determine our own goals, rather than adding up the team's sales goals from the bottom up. 2. Decomposition method: the sum of subordinate sub-goals is greater than the total goal: for example, your sales team's goal tomorrow is 20 million, and there are five employees below. When making goals, every employee wants to have fewer goals, so the pressure will be less. If each of them earns 4 million, it will add up to 20 million. If one person has problems and one person has deviations, it will be difficult for the whole team to achieve their goals. Appropriate adjustments should be made according to the situation of each of them: the first person: his ability has been good and his performance has been good, so let him work more, which can be set at 6 million. The second person: the ability is ok, not as good as the first one, just set him a goal of 5 million; The third person: according to normal performance, you can achieve 4 million; Fourth person: the goal is set at 4 million. If the fifth person is weak, it can be set at 3 million, which adds up to 22 million, which is higher than your overall goal and also integrates the ability of each of them. This kind of target decomposition is relatively reasonable. Remember that everyone distributes equally: the decomposition of sales team goals is not a simple calculation method of addition, subtraction, multiplication and division. We must combine everyone's ability, their desire to challenge and their achievements. 3. Responsibility book for sales target decomposition: The goal of the sales team is not empty talk, high-profile singing or shouting slogans. The development strategy of the company depends on the realization of the goal. The morale and fighting capacity of the sales team have a great relationship with the achievement of the goal. Punishment for not achieving the goal is not the goal. The ultimate goal of the sales team is to achieve the goals of the sales team at all costs. Therefore, every time a sales target is set, there must be rewards and punishments, which must be resolutely fulfilled and implemented. The target responsibility book must be signed: what does the target responsibility book include: sales target theme: slogan, activity significance; The specific sales figures achieved: concrete, true and challenging. Time limit: the time limit for achieving the sales target; Action plans, methods and measures to achieve the objectives; Conditions, methods and contents of rewards and punishments; Challenge historical highs and create company miracles. 4. The key control time to achieve the sales target: If we divide it into one month, we can divide it into the beginning of the month, the middle of the month and the end of the month. Imagine that many of our marketing teams were relaxed at the beginning of the month and even had no goals. By the end of the month, they began to worry. Even many people see little hope of achieving their goals, that is, they lose confidence and decide to fight. How terrible. Therefore, this should not happen in the marketing team, and the morale and rhythm of the team must be effectively controlled. What we should do is: the beginning of the month is tight: set a goal at the beginning of the month, start fighting with all our strength, make an action plan and start implementing it, instead of relaxing there. Mid-month inspection: In the past half month, we checked and revised our action plans, methods and strategies in combination with sales targets, and discussed the change plans for the next half month, regardless of the target completion rate. We must not lower or change the original sales target, but constantly change the methods and measures to achieve it. End-of-month rush: The end of the month is also the time for marketers to create miracles, and it is also the time for many customers to make final decisions. This is the preparation for all our marketers to sprint. No matter whether your goal is achieved or not, give yourself a chance to create miracles. It is necessary to effectively control the progress of each link and constantly provide guidance for the realization of marketing objectives. 5. What managers should do in target management A. Carry out kanban management and always make clear the target progress: If possible, put the sales targets and plans of each team and each employee on a big kanban and hang them on the wall to let everyone know that the progress is not ideal and there is a certain degree of motivation and pressure. Push yourself forward. Timely communication and guidance: communication anytime and anywhere is the most critical point, because when a salesperson is under great pressure and does not take the initiative to communicate with the leader, he will be depressed and even unable to find a way and direction. After a long time, such marketers will choose to give up in depression. When a leader actively communicates with him and gives him more guidance and encouragement, he will be motivated, directional and respected. The motivation for work will be greater. B. Motivation and encouragement in the process: Many of our marketing managers often set their goals high and they will be fine. The performance at the end of the month will often fail to meet our expected goals, and many times it will not be achieved. We pay attention to the results, ignoring the process, and it is also important to pay attention to and encourage the marketing team's process. For example, in an open class of my sales team training, a business owner inspired his marketing team like this. The company has prepared a room full of articles for employees to eat, wear and live in, such as washing powder, bicycles, cooking oil, kitchen utensils and equipment. Some employees who have made outstanding achievements in their work will be rewarded at any time at the morning meeting the next day. This is the process of encouraging employees, always encouraging enterprising people and always letting them get praise and encouragement.