My 10-year-old nephew recently told me enthusiastically that he had completed his objectives in a game and unlocked new rewards. “Objectives make it more fun,” he said with conviction. Even children are brainwashed by the idea of goals and rewards! It got me thinking: how do we as professionals deal with targets and KPIs? Do they stress us out, or do they actually have a positive effect?
The power of targets and KPIs
My experience is that targets are important. They give direction to your team and ensure a joint effort. Especially in sales, it is essential to have a well-filled funnel. The more conversations you have and the more quotes you send out, the greater the chance of success. Targets help to structure these processes and keep the team motivated.
But, and this is crucial, you must prevent targets and KPIs from becoming a goal in themselves. If you are only focused on numbers, you run the risk of pushing customers or even manipulating data in order to achieve those targets. It’s all about balance. In a healthy work environment, targets serve as a guideline, not a straitjacket.
When to stop or continue?
Another question is: what do you do if your targets or KPIs are not met? Do you stop a project, or do you give it more time? Patience is essential here. Many marketing and sales actions need time to have an effect. Think of social selling, a strategy that often takes months to bear fruit.
An integrated approach strengthens this process. Your ideal customer does not only come through one channel, but through a mix of marketing efforts: a newsletter, advertisements, an event and personal interactions on LinkedIn. The goal is clear: build brand awareness and gain trust until someone becomes a customer.
Measuring is knowing
To remain effective, it is important to collect and analyze good data. A/B tests are indispensable here. They help you discover what works and what does not, so that you can optimize strategies. Change is inevitable; what is effective today may be outdated tomorrow. Keep measuring and dare to innovate.
Targets and KPIs: A question of balance
They are crucial for success, but must be used in the right way. The combination of clear goals, patience and smart data analysis ensures sustainable growth. How do you ensure that your team stays motivated without losing the balance?
