Performance Goal Examples for AEC Marketing Departments

As we approach the end of the year, AEC firms are entering a critical phase: Performance Review time. This period is significant for everyone, from marketing managers evaluating team success to individuals preparing for self-assessments and review meetings. An integral part of this process involves not only reflecting on the year’s achievements but also setting clear performance goals for the year ahead.

Setting SMART goals—specific, measurable, attainable, realistic, and time-bound—is a common strategy. But tailoring SMART performance goal examples to the nuances of AEC marketing can be quite the challenge.

Performance goals must advance individual professional development and dovetail with the firm’s objectives. However, pinpointing such performance goal examples can be daunting, whether you’re crafting them for yourself or your team. Drawing from years of dialogues with marketing managers and insights from various industries, I’ve developed a method to align measurable goals with our firm’s strategic vision.

In this podcast episode, I aim to simplify this goal-setting process. I’ll dive into the ways you can quantify marketing activities and successes and provide concrete performance goal examples for different marketing roles within the AEC sector.

Beyond Hit Rates: Meaningful Performance Goal Examples for Marketers

Frequently, AEC firms gravitate towards win rates or the number of proposals won as key metrics. However, equating these rates directly to a marketer’s performance overlooks the collaborative nature of winning contracts. Instead, marketers should focus on measurable marketing activities that reflect their direct contributions and align with the strategic goals of the firm.

Let’s look at a few refined performance goal examples for AEC marketers:

Information Organization

Organizing client, project, and competitive information is pivotal. Measurable goals might include creating or updating a certain number of project sheets and resumes within a quarter or configuring a new database for better data management.

New Brochures and Qualification Packages

Assess whether your firm has introduced new services or requires updated marketing materials. Goals can quantify the volume of materials created and track the engagement they receive, such as downloads or follow-up inquiries.

Conference and Event Follow-Up

Instead of focusing on the elusive aim of securing contracts from conferences, set goals around the number of leads collected, entries into your CRM, and scheduled follow-up meetings, providing a clear measure of ROI for these events.

Online Engagement

If overseeing the firm’s website, don’t just track general traffic. Set performance goal examples that aim to increase visitor actions, such as downloads, video views, or job applications, by a certain percentage.

Creative Campaigns and Graphic Design

For those in design roles, performance goal examples could include adopting a new design software by a specific time or creating innovative marketing campaigns or materials that align with the firm’s brand strategy.

Business Development Support

Goals could encompass leading the annual business development planning process, attending a set number of networking events, or initiating a certain number of strategic partnerships by a given deadline.

Professional Development

Examples include obtaining a certification, joining professional organizations, or attending conferences to stay ahead of industry trends and contribute to the firm’s knowledge base.

When setting goals, remember the SMART framework and strive for 3-5 substantial goals that challenge and align with your firm’s objectives.

Turning Strategy into Action: Implementing Performance Goal Examples

Now that we have performance goal examples, it’s crucial to apply them effectively. Consider the scope of each goal to ensure it is ambitious yet achievable, and remember to monitor progress regularly, making adjustments as needed.

If you’re seeking more guidance or performance goal examples tailored to various roles within the AEC marketing department, be sure to explore additional resources such as the Marketing Recruiter’s Starter Kit available at marketerstakeflight.com/recruit. This kit is packed with over 30 measurable performance goals following the SMART principles outlined above.

Setting thoughtful performance goal examples is just the start. Your feedback is invaluable—share your own goal-setting experiences and examples that may inspire others in the industry. Drop your thoughts in the comments section below.

Setting and achieving well-crafted performance goals can be a game-changer for your marketing efforts. Take the insights shared today and start crafting performance goal examples that will propel your career and your firm to new heights.

Key Takeaways from the Episode: