How to Write Quarterly Goals When You Do Not Want To

 Writing Quarterly Goals When You'd Rather Not: A Practical Guide with Real-World Examples


Setting quarterly goals can feel like a chore, especially when you're lacking motivation or facing uncertainty. Or, you simply do not want to because you may think they are pointless.


Let's walk through a practical approach to this task, using examples from a fictional marketing manager named Luna.


1. Acknowledge Your Reluctance


Sometimes stating it or writing it down creates the blocker to be removed. It is also hard to determine what the overall purpose of setting goals when there are limited rewards or feedback.


Let us take Luna as our example - 


Luna's Situation: 

After a challenging year, Luna feels burnt out and struggles to see the point of setting new goals.


Approach: 

Luna takes a moment to journal about her feelings, acknowledging her frustration with past unmet goals and her concern about market uncertainties.


2. Start with a Brain Dump


Luna's Brain Dump:

- Increase social media engagement

- Launch a new product line

- Improve team communication

- Learn data analytics

- Reduce marketing spend

- Collaborate with sales team more


3. Align with Larger Objectives


Finding a crosswalk between your goals and the goals of your company often will help create a better understanding of purpose.


Company Objective:

 Increase market share by 5% this year


Luna aligns her brain dump with this objective, focusing on items that directly contribute to market growth.


4. Use the SMART Framework


Okay, okay - I know we all hate this exercise, however, it is a good framework…


Luna transforms one of her ideas into a SMART goal:


Original Idea: 

Increase social media engagement


SMART Goal: 

Increase Instagram engagement rate from 2% to 3.5% by the end of Q2 through implementing a user-generated content campaign and posting 5 times per week.


5. Limit Your Focus


Focus sometimes is a mile long and an inch deep which is not easy to work through. It may be easier to find a specific goal set to focus on.


Luna narrows down to three main goals for the quarter:

1. The Instagram engagement goal

2. Launch a new product line

3. Improve data analytics skills


6. Break It Down


Make the specific goals that can be measured - 


For the Instagram goal, Luna outlines key actions:

a. Develop a user-generated content strategy by April 15

b. Create a content calendar for regular posting by April 22

c. Implement analytics tracking for engagement rate by April 30


7. Consider Personal Development

This is the one that I hate doing because I don’t think that my personal development has anything to do with the company I work for - just saying. So, I make this a skill-specific goal.


Luna's personal development goal: 

Complete Google Analytics certification by the end of the quarter to improve data analysis skills.


8. Seek Input

This is key. This is where you can make things concrete and start accountability. 


Luna schedules a 30-minute call with her mentor to discuss her draft goals and get feedback.


9. Be Flexible


Goals can be adjusted. There are so many variables that impact how everything works out. It is okay to reassess and reconfigure. 


Luna sets a reminder for a mid-quarter review on May 15 to assess progress and make any necessary adjustments.


10. Reward Yourself

Rewards can be big or small. I usually go with a new book or a special edition of a favorite book to encourage the forward movement throughout the quarter. 


Luna plans a small reward: 

If she completes her goal-setting by the end of the week, she'll treat herself to her favorite coffee.



Putting It All Together: 


Luna's Final Quarterly Goals


1. Increase Instagram engagement rate from 2% to 3.5% by the end of Q2.

   Key Actions:

   - Develop a user-generated content strategy by April 5

   - Create a content calendar for 5 weekly posts by April 20

   - Implement analytics tracking by April 29


2. Successfully launch the new "Fancy Name" product line by June 30.

   Key Actions:

   - Finalize product messaging with product team by May 5

   - Develop a multi-channel marketing campaign by May 20

   - Execute soft launch to key customers by June 5


3. Complete Google Analytics certification by June 30 to improve data analysis skills.

   Key Actions:

   - Sign up for an online course by April 2

   - Complete one module per week starting April 10

   - Schedule certification exam by May 2 for the week of June 20


By following this approach, Luna transformed her initial reluctance into an actionable plan for the quarter. Her goals are now specific, measurable, and aligned with both company objectives and her personal development.


Remember, the key is to start somewhere, even if you're not feeling motivated. 

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