HubSpot Marketing Goals: Still a Hot Mess in 2024!

Setting goals is Marketing 101. Without them, you're essentially sailing without a compass, which might be adventurous but is hardly a strategy.

The Core of the Strategy

Let's cut to the chase. In any marketing playbook, the ability to set clear, measurable goals is not just beneficial; it's foundational. It's about knowing where the finish line is, so you can strategize on how to get there. And while HubSpot has been a trusted companion for many of us, guiding our lead generation and email engagement efforts with some goal-setting capabilities, it's really not good enough for 2024.

Where HubSpot Misses the Mark

HubSpot's falls short when it comes to the granularity and flexibility of tracking broader marketing objectives. Sure, setting static goals for the number of leads or the engagement rate of your latest email blast. But what about the bigger picture? 

The platform's current architecture doesn't support the dynamic goal setting that modern marketing strategies demand—goals that adapt and adjust in real-time, reflective of your campaign's performance data. This limitation isn't just a minor inconvenience; it's a significant obstacle to achieving a holistic view of your marketing strategy's effectiveness. 

We can do a lot better than this! (An actual screen shot taken in April 2024).

Envisioning the Ideal Goal-Setting Landscape

Ideally, marketing goals wouldn't be set in stone. They'd be adjustable on a monthly or quarterly basis across the entire marketing pipeline—from leads to MQLs, SQLs, opportunities, and customers. And these goals wouldn't be hidden away in spreadsheets or secondary applications; they'd be front and center, plotted on progress graphs for real-time comparison against actual performance.

Bridging the Gap

So, where do we go from here? For many, the stopgap solution has been a return to the humble spreadsheet—a tool as versatile as it is venerable. Others have looked toward external integrations to fill the void. Enter solutions like LavaMetrics, designed to complement HubSpot's existing infrastructure by providing the missing pieces of the goal-setting puzzle.

LavaMetrics steps in where HubSpot steps back, offering the ability to not only set dynamic, adjustable goals but also to visualize these objectives in a meaningful, actionable way. It's about turning data into decisions, insights into actions.

As we forge ahead, the quest for the perfect tool to track our marketing goals continues. In the meantime, it's about using the best of what's available.