As a young Marketing Manager I used to hate setting marketing objectives. I felt like I was setting myself up to fail if I planned a marketing activity and explicitly stated "this needs to deliver X to be successful".
I lived in fear of failing to meet those objectives. I also didn't understand that the first time you run a marketing activity, you have to make a lot of assumptions, some of which may turn out to be incorrect. If you're not aware of the assumptions you're making then the only conclusion you can come to is that the activity didn't work and can never be made to work. If you know your assumptions then, afterwards, you can review them based on what happened and see which ones are incorrect.
Now I think about objectives (and assumptions and marketing!) differently.
Objectives are not a stick you use to beat yourself up with. They're a tool to make your marketing more effective. Here's how to use them.
Get my latest blogs, news and events every month by signing up to my newsletter