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SMART Marketing Goals
SMART
Marketing
Goals
T HE
SMART
T EST
S
Specific
—
names
the
segment
,
the
channel
and
the
exact
action
being
taken
.
M
Measurable
—
one
number
,
pulled
from
a
system
that
already
tracks
it
.
A
Achievable
—
anchored
to
a
2025
baseline
plus
a
funded
change
in
effort
or
budget
.
R
Relevant
—
tied
to
a
revenue
driver
,
a
lost
-
deal
pattern
or
a
cost
the
business
is
trying
to
lower
.
T
Time
-
bound
—
a
fixed
deadline
,
with
a
review
cadence
along
the
way
.
T HE
GOALS
— 2026
01
DEMAND
GENERAT IO N
Book
480
qualified
demos
from
mid
-
market
clinics
by
December
31, 2026,
up
from
310
in
2025.
S
Demos
requested
by
independent
clinics
running
5–25
providers
,
sourced
from
paid
search
,
LinkedIn
and
the
comparison
-
page
call
-
to
-
action
.
M
480
sales
-
qualified
demos
logged
in
HubSpot
— 120
per
quarter
,
reported
weekly
.
A
2025
produced
310
demos
.
A
55%
lift
is
covered
by
one
additional
SDR
and
a
$
12,000/
month
increase
in
search
budget
.
R
Mid
-
market
clinics
drove
62%
of
2025
closed
-
won
ARR
and
the
shortest
sales
cycle
of
any
segment
.
T
Quarterly
checkpoints
;
final
count
confirmed
December
31, 2026.
Owner
·
Dana
Whitfield
,
VP
Marketing
·
Tracked
in
HubSpot
,
reviewed
quarterly
1 / 6
02
O RGANIC
SEARCH
Grow
organic
sessions
from
48,000
to
120,000
per
month
by
October
31, 2026,
and
hold
top
-
three
rankings
for
25
high
-
intent
keywords
.
S
Non
-
branded
organic
sessions
to
cascadehealth
.
com
,
plus
top
-
three
positions
for
terms
such
as
“
clinic
scheduling
software
”
and
“
telehealth
billing
integration
”.
M
120,000
monthly
sessions
in
GA
4; 25
tracked
keywords
verified
weekly
in
Ahrefs
.
A
The
2025
content
engine
shipped
44
articles
.
The
2026
plan
doubles
cadence
to
90
articles
and
adds
12
comparison
pages
.
R
Organic
search
sourced
28%
of
2025
demos
at
the
lowest
cost
per
lead
of
any
channel
.
T
Traffic
target
reached
by
October
31, 2026;
keyword
targets
verified
monthly
through
December
.
Owner
·
Theo
Nakamura
,
Head
of
Content
·
Tracked
in
Ahrefs
and
GA
4,
reviewed
monthly
03
WEBSIT E
CO NVERSIO N
Raise
homepage
-
to
-
demo
conversion
from
1.8%
to
3.2%
by
September
30, 2026.
S
Share
of
first
-
time
homepage
visitors
who
start
a
demo
request
,
measured
separately
on
desktop
and
mobile
.
M
3.2%
blended
conversion
,
including
4.1%
on
mobile
,
which
currently
sits
at
2.2%.
A
2025
message
testing
lifted
the
pricing
page
from
2.4%
to
3.9%;
the
same
test
-
and
-
roll
-
out
playbook
applies
here
.
R
The
homepage
absorbs
61%
of
first
-
touch
traffic
but
converts
worse
than
every
other
landing
page
.
T
Redesign
ships
in
April
;
the
new
rate
must
hold
for
30
consecutive
days
by
September
30, 2026.
Owner
·
Priya
Raman
,
Growth
Lead
·
Tracked
in
Amplitude
,
reviewed
fortnightly
2 / 6
04
PAID
EFFICIENCY
Cut
blended
customer
acquisition
cost
from
$
1,240
to
$
940
by
November
30, 2026,
while
holding
paid
spend
flat
at
$
85,000
per
month
.
S
Blended
CAC
across
paid
search
,
paid
social
and
sponsored
newsletters
,
calculated
against
new
closed
-
won
ARR
.
M
$
940
blended
CAC
overall
,
with
paid
search
CAC
held
under
$
780.
A
Two
2025
pilots
cut
search
CAC
by
21%
by
shifting
budget
into
exact
-
match
clinic
terms
;
the
full
roll
-
out
is
still
untested
at
scale
.
R
Sales
capacity
supports
40
new
logos
per
quarter
only
while
CAC
stays
below
$
1,000.
T
Rolling
monthly
review
;
target
validated
on
November
30, 2026.
Owners
·
Dana
Whitfield
and
Marcus
Ellery
,
Paid
Media
Manager
·
Tracked
in
Looker
,
reviewed
monthly
05
BRAND
AWARENESS
Lift
unaided
brand
awareness
among
practice
managers
from
6%
to
14%
by
December
15, 2026.
S
Unaided
recall
of
Cascade
Health
among
practice
managers
at
US
clinics
with
5–25
providers
.
M
14%
unaided
recall
in
a
500-
respondent
survey
fielded
in
January
and
repeated
in
December
.
A
Comparable
category
brands
moved
5–9
points
in
a
year
using
podcast
sponsorships
and
trade
press
for
under
$
200,000.
R
Awareness
is
the
most
-
cited
blocker
in
lost
-
deal
interviews
— 41%
of
2025
losses
went
to
a
better
-
known
vendor
.
T
Baseline
survey
in
January
2026;
final
measurement
on
December
15, 2026.
Owner
·
Sofia
Duarte
,
Brand
and
Communications
Director
·
Tracked
via
bi
-
annual
survey
,
reviewed
in
June
and
December
3 / 6
06
LIFECYCLE
MARKET ING
Reactivate
1,200
dormant
trial
accounts
by
June
30, 2026,
converting
9%
into
paying
clinics
.
S
Accounts
that
started
a
trial
between
January
2024
and
June
2025,
never
converted
,
and
have
had
no
contact
in
90
days
.
M
1,200
accounts
entered
into
a
six
-
email
win
-
back
sequence
; 108
conversions
(9%)
worth
$
148,000
in
new
ARR
.
A
A
200-
account
pilot
in
Q
4 2025
reactivated
11%.
The
full
list
is
six
times
larger
and
considerably
colder
.
R
Reactivation
costs
roughly
one
-
third
of
acquiring
an
equivalent
new
logo
.
T
Sequence
launches
February
3;
results
reported
June
30, 2026.
Owner
·
Renata
Alves
,
Lifecycle
Marketing
Manager
·
Tracked
in
Customer
.
io
and
Salesforce
07
FIELD
AND
EVENT S
Book
220
on
-
site
meetings
and
generate
$
1.4
M
in
influenced
pipeline
across
six
regional
clinic
summits
in
2026.
S
In
-
person
meetings
and
pipeline
influenced
by
Cascade
’
s
presence
at
six
regional
summits
,
plus
two
owned
roundtable
dinners
per
region
.
M
220
scanned
and
qualified
meetings
in
HubSpot
;
$
1.4
M
influenced
pipeline
attributed
in
Salesforce
.
A
2025
ran
three
events
producing
96
meetings
and
$
610,000
in
influenced
pipeline
.
Six
events
doubles
the
commitment
behind
a
$
310,000
budget
.
R
Deals
that
include
an
in
-
person
touch
close
2.3×
faster
than
fully
remote
deals
.
T
Six
events
staged
between
March
and
November
2026;
pipeline
measured
90
days
after
each
.
Owner
·
Julian
Osei
,
Field
Marketing
Manager
·
Tracked
in
Salesforce
,
reviewed
after
each
event
4 / 6
08
PART NER
AND
CHANNEL
Launch
a
co
-
marketing
program
with
12
EHR
and
billing
partners
,
sourcing
180
referred
demos
and
$
620
K
in
pipeline
by
December
31, 2026.
S
Joint
webinars
,
integration
landing
pages
and
co
-
authored
guides
produced
with
named
EHR
and
medical
-
billing
partners
.
M
12
signed
partner
agreements
, 180
referred
demos
and
$
620,000
in
partner
-
sourced
pipeline
.
A
Four
partners
already
co
-
market
informally
and
produced
38
demos
in
2025
with
no
dedicated
program
or
budget
.
R
Partner
-
sourced
deals
carry
34%
higher
average
contract
value
and
the
lowest
support
load
of
any
channel
.
T
First
three
partners
live
by
March
31;
full
program
measured
December
31, 2026.
Owner
·
Hannah
Feld
,
Partner
Marketing
Lead
·
Tracked
in
PartnerStack
and
Salesforce
09
ACCO UNT
-
BASED
MARKET ING
Land
4
of
18
named
enterprise
health
systems
by
December
31, 2026,
supported
by
a
$
95,000
account
-
based
program
.
S
Eighteen
named
health
systems
with
40
or
more
clinics
,
targeted
with
1:1
content
,
executive
roundtables
and
dedicated
sales
–
marketing
pods
.
M
Four
closed
accounts
,
plus
measurable
engagement
from
three
or
more
buying
-
committee
members
at
every
named
account
.
A
A
2025
pilot
across
six
accounts
produced
one
win
and
two
late
-
stage
opportunities
.
Scaling
to
18
is
aggressive
but
fully
funded
.
R
Enterprise
contracts
average
$
180,000
ARR
—
four
wins
equal
14%
of
the
2026
new
-
ARR
target
.
T
Account
list
locked
in
January
;
program
reviews
in
June
and
December
2026.
Owner
·
Marcus
Bell
,
ABM
Lead
·
Tracked
in
6
sense
and
Salesforce
5 / 6
10
RET ENT IO N
AND
EXPANSIO N
Raise
net
revenue
retention
from
104%
to
112%
by
December
31, 2026,
through
in
-
product
education
and
quarterly
business
reviews
for
the
top
80
accounts
.
S
Net
revenue
retention
across
all
paying
clinics
,
driven
by
seat
expansion
,
add
-
on
modules
and
reduced
logo
churn
in
the
top
80
accounts
.
M
112%
NRR
,
annual
logo
churn
held
below
6%,
and
30
upsell
conversations
per
quarter
.
A
2025
finished
at
104%
NRR
.
Customer
marketing
adds
one
headcount
and
reuses
QBR
templates
already
in
circulation
.
R
Expansion
revenue
is
the
cheapest
ARR
the
company
books
and
underpins
the
2026
plan
.
T
QBRs
begin
in
February
;
NRR
reviewed
monthly
and
confirmed
December
31, 2026.
Owner
·
Lila
Carrasco
,
Customer
Marketing
Manager
·
Tracked
in
Gainsight
,
reviewed
monthly
6 / 6
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