When defining marketing objectives, the common wisdom is that objectives should be

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Marketing objectives should be quantifiable and measurable to ensure progress can be monitored and success evaluated. They should also be realistic to be achievable within the given time frame and resources. Consistency is important to ensure that marketing efforts align with overall business goals and are not contradictory. Qualitative objectives can be helpful but should be translated into specific, measurable goals. Ambitious objectives can be motivating but should still be realistic to avoid discouragement or failure. Innovation can be beneficial but should be balanced with the need to achieve established goals. Marketing objectives should be quantitative, realistic, consistent.

When Defining Marketing Objectives, the Common Wisdom Is That Objectives