Building SMARTer Objectives in an AI Influenced Marketing Environment

Marketing leaders are under increasing pressure to demonstrate clear, measurable impact. At the same time, the environment in which those results are delivered has become significantly more complex.  

In this context, traditional approaches to objective setting are no longer sufficient. 

This session introduces an enhanced approach to building SMARTer objectives that reflects the realities of modern marketing. While the foundational principles of SMART remain relevant, they must be extended to ensure objectives are precise, comparable, and adaptable within data-rich and technology-enabled environments. 

Participants will explore how leading organizations are evolving their approach to objective setting to improve accountability, strengthen alignment with business outcomes, and enable more effective performance measurement. The session focuses on practical application, equipping participants with a structured framework to develop clearer, more actionable marketing and personal objectives. 

Through guided exercises, participants will refine their own objectives, ensuring they are not only well-defined, but also grounded in measurable impact and aligned with broader strategic priorities. 

By the end of the session, participants will be better equipped to set marketing objectives that drive focus, improve execution, and deliver stronger business results.